Valentin Loschinin

The Swedish Fashion Council’s digital universe

Strategy, Service design, User experience design

A six week project for the Swedish Fashion Council: a digital solution to communicate trends in a profitable way.

The Swedish Fashion Council’s digital universe
My Roles

User researcher, Strategist, Service designer, User experience designer


Hyper Island, Stockholm


The Swedish Fashion Council

Release date

December 2014


The goal: “create a digital solution that enables The Swedish Fashion Council to distribute trends and inspiration to their clients”. The organization had been delivering their fashion forecasts, trend analysis and inspirational materials as tangible books.

We discovered that selling those books was the only way for the SFC to survive. And, It has kept them from completely fulfilling their original mission — to support fashion designers and promote Swedish fashion. So we decided to challenge the brief and instead create "a digital solution to communicate trends in a profitable way".

User research

We started with user research. Several interviews were conducted with fashion designers, trend analysists and other fashion professionals. Step by step we discovered and explored each part of the fashion industry, where the friction points were, what each professional needs and so on. Then we conducted some surveys to get quantitative data about the insights we had derived from the interviews. From that point we moved to the next step — co-creation.

User research

Co-creation workshop

Before beginning the co-creation we had some tasks to do with the client:

User journeys The Johari Window exsercise Behaviour segmentation

Our results from the co-creation workshop

We conducted a co-creation workshop. We prepared three exercises in advance to facilitate the process.

  1. One was based on the Johari Window model that helped us to reveal their perception of themselves and how they think their customers perceived them. Armed with insights from the user research we were able to point out some gaps between how the SFC perceives themselves and how fashion designers perceive them.
  2. A second was used to define the core audience and other potential beneficial groups of users.
  3. And the final one was User Journey which allowed us to observe the holistic production process of different user groups, to see pain points, and to discuss where the most value could be added for the user.


After working on this project for 3 weeks we realized that the SFC possessed an extraordinary knowledge about the fashion industry and had a huge network. We saw that as a great opportunity for them. Our solution was:

A social platform that communicates trends from the SFC, generates trends based on user ratings, and promotes fashion designers and helps them to develop their professional network.

Prototyping & Testing

To ensure that our solution would work we needed some evidence. First of all we selected only those features that were crucial — in other words we defined the Minimum Viable product (MVP).

User testing Prototyping

Working on the prototypes

Then we formulated our hypothesis to test. From that point we proceeded by creating prototypes and testing them on real users. I used Flinto to create a prototype of a mobile app.

Flinto prototype

Flinto prototype of mobile app

We received positive responses from the users which meant that our solution was reasonable and efficient. Also the feedback we received enabled us to improve our concept.

Team Dynamics

Teams for this project were formed out of students from our class at Hyper Island — 7 people with different backgrounds and divergent personalities.

Creative team