How might we increase confidence in purchasing online by helping our customers understand how a product will fit?
TIMELINE
8 Weeks
THE TEAM
1 UX Designer
1 UX Researcher
1 Product Owner
MY ROLE
Lead UX/UI Designer
Researching and understanding problem space & defining design strategies
Sketching and presenting ideas for critique and review
Iterative User Testing
Visual Design
Pixel Perfect File Preparation
Pairing with developers for production release
Fit is a primary purchase decision influencer in a number of Abercrombie’s categories, and despite implementing a variety of fit features, we were still seeing a large number of customers saying that they were not confident in the size they selected.
Using a site audit, voice of the customer data, and data analytics, we discovered some key issues that may be creating a lack of confidence in Abercrombie’s fit.
Some reasons around customers are not confident in their purchase include that fit information is:
Hard to find
Scattered across the page
Inconsistent
Irrelevant
Not relatable
How might we increase confidence in purchasing online by helping our customers understand how a product will fit?
Design Strategies
Discoverable
How might we make current fit information easier to find?Consolidated
How might we consolidate our fit information?Consistent
How might we present our fit information in a consistent way?Contextually Relevant
How might we provide relevant fit info across our varied products.Relatable
How might we help customers understand our fit information in the way that is personal?
Sketches & Wireframes
Our solution created a "hub" for fit information, in a place customers are already expecting this information to be - the Size Guide.
The fit information is specific, contextual, and relevant to each individual product, and gives customers an snapshot of all size related info they need to make their purchase.
