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.
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.
I conducted a site audit and I discovered that our fit information was:
hard to find
scattered across the page
sometimes inconsistent
irrelevant
unrelatable on skinnier models
The Process
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.
How might we make our current fit information easier to find, while being more consistent, relevant, and personal?
The Solution
I spent the next few weeks sketching, wireframing, reviewing, and testing with the team and customers. During our multiple rounds of 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.
Our solution creates 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.
This elevated size guide feature resulted in a statistically significant increase in RPV (revenue per visitor) in an A/B test, and was pushed out to all traffic, and is still on the site today!
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.