Empowering Shoppers with a Better Size Guide Experience
Having a lot of fit information means nothing if your customers can't find it. I designed an elevated size guide experience that gives customers an snapshot of all size related info they need to make their purchase.
Role
Lead UX/UI Designer
Timeline
8 Weeks
Client
Abercrombie & Fitch
Results
Increase in RPV (revenue per visitor)
The Problem
During my time at Abercrombie, we heard from customers that fit is a primary purchase influencer in several product categories.
We had fit features on the site to address this, but we still saw a large number of customers expressing a lack of confidence in the size they selected.
After a site audit, I discovered that our size information was:
Hard to find
Scattered across the page
Inconsistent
Irrelevant
Not relatable
The Process
💡
How might we make our current fit information easier to find, while being more consistent, relevant, and personal?
With this information, I worked closely with product owners, developers, and the merchandise team to create strategies and define a scope that attempted to solve the problem within our current data infrastructure.
The Solution
Our solution creates a "hub" for fit information, in a place customers are already expecting this information to be - the Size Guide.
During our multiple rounds of prototyping and testing, we discovered that most of our customers were looking for size information in the size guide, no matter where we placed size information around the page.
This led to an exercise in redesigning the size guide, and how to make the size guide more elevated and appealing to make fit information more discoverable.
Reflections
When reflecting on this project, I see it as a great real world of example of how to follow the design process in a business setting.
I'm thankful for my team at Abercrombie who were willing to explore the problem and solutions, and let data and users lead us to the final solution that made sense for the business.
We weren't prescriptive in our scope, but the constraints naturally led us to a place that was both simpler for developers and our project roadmap. Not every project will go this well, but the results speak to the benefit of following design and leading us to solutions that are useful and practical.