To address online shopping’s sizing uncertainty, a new Fit Finder feature lets customers see models in various fits and sizes with their measurements.
Overview
Title: Fit Finder Feature
Team: Elizabeth Morgan, Sarah Kerbleski, and Brent Reuter
Role: UX/UI Designer
Timeline: May 2023 – August 2023
Deliverable: Low Fidelity & High Fidelity Prototype
Background
After conducting user testing and satisfaction surveys many of our customers addressed concerns over finding the correct fit and sizing for products. Specifically, customers had trouble visualizing how the product would fit on them. They could determine sizing by using the TrueFit Finder toggle however, figuring out fit was difficult. The current sizing chart was hard to understand with the use of many numbers and no visualization. The main pain point in the customers’ frustrations was no way of visualizing fit and sizing for the product.
The Problem
Customers have trouble visualizing the correct fit and sizing of products while online shopping on the Lands’ End E-commerce site.
Our team created a Fit Finder feature on the product detail page that gives the customer the ability to view models in different fit and sizing with their measurements.
Research
After speaking with the research team regarding the user testing and reviewing the analytics on the product matrixes pages as well as the product detail pages, these insights were concluded
Frequent Problems:
- Have trouble finding length, height, bust, and other measurements when looking at products online
- Having trouble finding the correct fit for them when looking at model in appeal online
- Less than 10% of our mobile customers do use the size charts
- More than 80% of our customers use the TrueFit feature
Insights Explored:
- Toggle to change model’s body type using customer’s measurements provided
- Investigate ways to increase body type representation using imagery, perhaps provide the size of the model.
- Consider highlighting user generated content, encouraging and utilizing images from reviews, social, etc.
- Consider item dimensions as well
After looking into our data, I conducted a competitive analysis. Using a few of our competitors, Macy’s, Kohls, Target, LL Bean, Amazon, Walmart, Nordstrom, Gap, North Face, Nike, Chico’s, Loft, Victoria Secret, and J.Crew:
Sketches & Lo-Fi Prototype
The Re-Design
Ultimately, after discussing with the merchandising team, research team, and user experience team we decided to create a Fit Finder feature on the product detail page that gives the customer the ability to view models in different fit and sizing with their measurements.
Key moments and Use Cases:
- Focus on one specific type of product
- Women’s Swimsuits our most popular products
- Inputting measurements challenge with not enough models
- Zooming feature for better visualization
Testing
After presenting to my UX team as well as a few other teams, development, product managers, researches, and the digital merchandising teams I discussed with the development team what can be developed.
One roadblock we hit was the amount of Look-let Models, avatars, we had catered to each product. The models were only in two different sizes, extra small and plus size. There were no models showcasing medium or in-between sizes.
To find a solution to this problem I spoke to the merchandising team as well as the product management team. We suggested to A/B test if the Fit Finder would work better with different sizes and fits on models versus the two model sizes we already have.
Another suggestion that was made was creating a zoom feature with in the Fit Finder to maximize the visualization of fit for the customer even tho there wasn’t a variety of sizes to search.
Future Roadmap
Being able to visualize how products will fit and look on customers is a key part of their customer journey. Especially online, being able to see if this product will make the customer’s body type and style can be difficult without trying on the product.
The Fit Finder feature solves this problem by giving the customer the ability to view models in different fit and sizing with similar measurements to theirs. Although, our company does not have a plethora of models in different sizes we hope showing that this Fit Finder is helping customers visualize the right fit and size will open up the possibility to more diverse sizes of models we can use on our site.
Thank you Note
I would like to thank Sarah Kerbleski and Brent Reuter for the feedback, advice, and knowledge they provided me when working on this project. I would also like to express my gratitude to everyone on the development, product managers, researches, and the digital merchandising teams for their collaboration and communication.