PRODUCT DESIGN

Ponto de Arroz - Can a factory become a brand?

A UX research journey into direct-to-consumer knitwear

My Role

Product Strategy

UX Research

User Interviews Persona Development

Team Members

Solo

Tools Used

Figma

Zoom

Otter

Adobe Illustrator

Timeline

3 weeks

background

From Factory Floor to Digital Storefront: A Personal Story

The sound of knitting machines was the background noise of my childhood. I grew up watching artisans transform raw yarn into beautiful knitwear—pieces that, in the end, carried someone else’s brand name. Years later, working as a technical drawer in my family’s knitwear factory, I saw the reality of the fashion supply chain: factories do the heavy lifting, yet the final product carries a price tag 5x higher than the production cost. 

It felt like an unfair equation and a missed opportunity.

What if customers could buy directly from the factory, cutting out the middle person?

This case study is about that exploration—uncovering the opportunities, challenges, and behavioural shifts required to transform a factory into a direct-to-consumer (D2C) brand.

Could a factory become a brand?

challenge

Shifting from B2B to D2C

Transitioning from a factory-first model to a direct-to-consumer (D2C) brand is not just a business shift—it’s a behavioural shift for both the manufacturer and the customer.

For the factory, it means moving beyond production and into branding, customer service, and digital retail. For the customer, it means trusting a brand they’ve never heard of, without the credibility of a well-known label.

Research plan

I needed to answer a few key questions, Would people buy directly from a factory, and why? What builds trust in a factory-owned brand? How do customers assess knitwear quality without touching the product? Would price transparency and sustainability drive purchasing decisions?

 

 

Research Goals

 

  1. Understand motivations and barriers when purchasing knitwear online.

  2. Identify key features that enhance trust and usability in a factory-direct shopping experience.

  3. Create user personas and journeys to inform brand strategy and UX design.

research

Diving into User Research: Who Are We Designing For?

I conducted in-depth interviews with four participants who regularly buy clothing online, especially knitwear. These were people with different shopping habits, trust levels, and motivations, and they helped me paint a rich picture of how customers think about fashion purchases.

 

At first glance, their shopping habits varied—some were loyal to major brands, others preferred discovering independent designers. Some prioritized price, while others valued quality and design. But as I dug deeper, common themes started to emerge.

Key Findings: What Matters to Customers?

Trust is the Biggest Barrier

For many shoppers, brand recognition equals trust. Buying directly from an unknown factory felt like a risk.

“I love supporting small brands, but I need to know I can return it if the fit is off.”

– Participant 4

 How This Impacts UX & Business Decisions

  • Leverage the factory’s history to establish credibility.

  • Showcase the artisans behind the garments for authenticity.

  • Offer a strong return policy (e.g., 3-day trial) to lower risk.

 Fit and Sizing

Customers don’t trust size charts alone. They rely on real customer photos to judge fit.

“I usually look for product photos from real customers—it helps more than size charts.”

– Participant 2

 How This Impacts UX & Business Decisions

  • Use real-world size comparisons (e.g., “Model is 175cm and wears size M”).

  • Implement user-generated content (photos of real buyers wearing the product).

The Need to Feel the Product

Knitwear is tactile. Customers want to know about texture, warmth, and softness before purchasing.

“With knitwear, I worry about itchiness—I need to know how it feels.” – Participant 1

 How This Impacts UX & Business Decisions

  •  Introduce a “Feel Factor” rating (e.g., Soft / Cozy / Structured).

  • Add close-up texture shots in product descriptions.

Social Media as the #1

Instagram and TikTok drive discovery. Customers don’t search for factory brands—they find them through social content.

“I’ve bought from small brands I found through Instagram ads.” – Participant 1

 How This Impacts UX & Business Decisions

  • Use behind-the-scenes content to showcase craftsmanship.

  • Partner with micro-influencers to build credibility.

thematic analysis
research 

Bringing It All Together: Two User Personas

Through this research, I created two user personas representing the different types of customers who would shop from a factory-direct knitwear brand.

user Persona 1

1. Ken Hovgaard – The “Scandi Hygge” Shopper

 

Age: 36 | Location: Malmö, Sweden | Occupation: Compliance Manager

 

 

Ken is a careful buyer—loyal to trusted brands like Uniqlo and Scandinavian labels. She values quality and fit but is hesitant to buy from unknown brands.

 

What she needs:

  • Reliable sizing guides and return policies.

  • Transparent material descriptions.

  • A sense of trust and credibility from the brand.

user Persona 2

2. Yang Yong – The “Online-Only” Shopper

 

Age: 42 | Location: Beijing, China | Occupation: HR Manager

 

Yang is a heavy online shopper, always looking for small brands with strong designs. He relies on real product photos and social media ads to discover new brands.

 

What he needs:

  • Real customer photos instead of staged model shots.

  • AI-based size recommendations to reduce uncertainty.

  • Social media engagement to build trust.

journey map
Next Steps

Turning Insights into Design

This research confirmed that a factory-to-consumer knitwear brand has potential, but it also revealed key challenges—mainly trust, fit, and brand awareness. My next steps will focus on:

 

 

  • Research to Concept 

  • Prototype and Usability Testing 

  • Final UI and Branding

  • Launch and Future Iterations

 Roadmap for Future Development
Final thoughts

Knitting the Future of Knitwear

This research was an exploration of possibilities. A factory-to-consumer model has the potential to disrupt traditional fashion retail, creating a more ethical, transparent, and sustainable approach to knitwear.

 

However, this research also showed that trust, fit, and quality perception remain key challenges.

 

The next step? Designing an online experience that feels as tactile and trustworthy as shopping in person.