The Challenge

According to Coresight, size and fit issues contribute to a staggering 53% of the $38 billion returns in the online apparel industry, totaling approximately $20.14 billion. This highlights the substantial market opportunity for companies that offer innovative solutions to mitigate size and fit problems in the online apparel sector.

Online shoppers face frustration and uncertainty when determining clothing sizes, despite efforts to navigate sizing charts and measurements.

Research + Discovery

While conducting early interviews with potential users, we gained valuable insights that not only validated our idea but also provided us with a deeper understanding of their needs and pain points. These insights served as a solid foundation for our project, guiding us towards developing a solution that effectively addresses the challenges users face in determining clothing sizes onlineKey insights

89% people said the problem is worth solving.

77% hadn't used a sizing recommendation tool.

Most online stores have not adopted this solution.

HMW How might we ensure a sizing recommendation tool is universally accessible across all online stores, effectively aiding shoppers in choosing the correct size?

Analyzing Market and Competition

Competitive benchmarking highlighted a significant limitation, existing solutions primarily focus on partnering with brands, restricting accessibility for shoppers. This approach proves restrictive as the majority of both big and small brands have yet to adopt these solutions. As a result, shoppers are left with limited options and hindered in their ability to benefit from such tools across various online platforms.

Opportunity

Make solution accessible for shoppers across all online stores.

User Research Findings

We conducted interviews and distributed surveys to over 20 of our target users to gain insights into their current struggles and identify opportunities for improvement. Our aim was to create a solution that addresses their needs, ultimately enhancing their shopping experience and alleviating the frustrations associated with sizing. Some key findings we uncovered are highlighted below

1. Users have to go through a lot of comments to compare and contrast what is said.

2. They’d use google or the company's size conversion tool.

3. They check size guides but most times are still confused about the sizes

User Journey

Persona

Brainstorming

Taking into account all the pain points and insights uncovered during market and user research, I embarked on a brainstorming process to develop potential solutions. By synthesizing the feedback and understanding the needs of our target users, I aimed to generate innovative ideas that effectively address their challenges and enhance their overall shopping experience.

Information Architecture

I mapped out key path scenarios that gets our users to their most prominent use cases within the least amount of steps.

Implementation

Based on the research, I developed a draft prototype to gather early feedback from users.

Insights from user testing

• Implement a clear and intuitive option for users to complete the process with a single action, such as a "Go back to shopping" button.

• Providing detailed instructions, clearer descriptions of features, and transparent privacy policies would enhance user understanding and confidence in the product. Additionally, differentiating between options and explaining the access process for both options would improve user experience and comprehension.

Usability test results

Two rounds of moderated tests informed iterations that helped improve the overall user experience of the product.

Iteration 1 detailed report

Iteration 2 detailed report

Solution

An interactive universal recommendation tool (Web browser extension) for online clothing shoppers, accessible across all online stores.

Step 1: Input or scan your measurements

Step 2: Receive personalized recommendations

Step 3: Shop with confidence

Final Prototype

Prototype Link

Key Takeaways

• Conducting thorough market and user research is essential for gaining insights into user pain points and preferences. This understanding serves as a foundation for developing effective solutions.

• Validating ideas and concepts through interviews, surveys, and user testing is crucial for ensuring that the solution aligns with user needs and expectations.

• Competitive benchmarking helps in identifying gaps in existing solutions and opportunities for innovation. Recognizing limitations in the current landscape allows for the development of more impactful solutions.