INDUSTRY:
Fast fashion
Focus
Reduce returns
YEAR:
2024
EXPERIENCE:
UX/UI design
Read time
5 min
Find my size
Reduce returns, protect the planet
about.
70% of people believe our solution will make it easier to find the right size, helping reduce returns and benefiting the environment.
Our mission was to tackle the high volume of clothing returns. Through user research, we identified that incorrect sizing, often based on measurements, was a key issue. We developed a solution that helps customers find the right size by focusing on body shape, ultimately reducing returns and improving the overall shopping experience.
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challenge.
How can we solve the sizing challenge and reduce returns, while keeping shopping fast and easy?
The challenge was clear: Tackle the high volume of returns caused by incorrect sizing, while ensuring the shopping process remained fast and easy. Many customers prioritize speed and free shipping over finding the right size, leading to sizing errors. Our goal was to create a solution that addressed this issue, without compromising customers desire for a quick, convenient shopping experience.
The data from our initial survey of 67 participants revealed key insights that were crucial in shaping the direction of the project.
research & key takes.
83% of participants have returned clothes due to the wrong size.
From our research, which included a survey, 6 interviews and 6 think out loud tests on an existing clothing website, we identified the following key takeaways…
Main reasons for returns:
Incorrect size (Mostly linked to non-user-friendly measurement guides)
Product not meeting expectations
Poor quality
Most important factors when making purchase decisions:
Free shipping
Low prices
Easy returns
Return awareness:
Low awareness of return policies
Majority of customers are unaware of the environmental impact of returns
Learning: We needed to be more specific in our survey to accurately identify and reach our target audience. The lack of specificity in our research led us to adopt the motto, "Every return matters".
design.
How our design process tackled key challenges and delivered results
To address the sizing issue, we began with ideation. Brainstorming and Crazy-8 exercises helped us explore a wide range of ideas. From there, we moved on to low-fi sketches, user flows, and wireframes, focusing on the core features that would solve the problem.
We then transitioned to Figma, refining our designs into mid-fi versions to better visualize the user experience. After conducting usability tests and gathering feedback, we made further adjustments and created a high-fidelity product that directly tackled the sizing issue.
Learning: Design with a mobile-first approach. It's always easier to scale up than to scale down.
result.
Sizing Made Simple: Reducing Returns with Body-Based Fit
Through the design thinking process, we gained a deep understanding of user needs, which directly guided our solution. By addressing the main reason for returns (incorrect sizing) we created a body-based size guide that helps customers find the right fit more easily. This not only improves the shopping experience but also reduces returns.
70% of our test audience believes our solution will make it easier to find the right size and minimize returns. By simplifying the process and aligning with customers' desire for speed, ease, and convenience, we've developed a tool that benefits both the customer and the environment.
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