The Challenge
Despite the amount of fit information on our site, customers still stated they lacked confidence in picking their size.
The previous size guide experience
Our fit information was scattered around the PDP
The complexity and the diversity of the garments resulted in this inconsistent placement of information across the page.
Knowing this, we worked together to create design strategies that attempted to target each issue.
Discoverable
How might we make current fit information easier to find?
Consolidated
How might we consolidate our fit information?
Consistent
How might we present our fit information in a consistent way?
Relatable
How might we help customers understand our fit information in the way that is personal?
Contextually Relevant
How might we make current fit information easier to find?
Design & Testing
I focused the next few weeks on discoverability and ensuring information was consolidated and higher up on the page.
Design & Testing
To test my designs, we conducted click & time on task tests to measure their success.
Where might you go to understand the length of a jean? 73% of testers clicked the size guide.
Where might you go to understand the model’s height? Majority of testers clicked the size guide
Where might you go to understand the length of a jean? 70% of users still clicked the size guide
The Solution
Our solution creates a "hub" for fit information, in a place customers are already expecting this information to be - the Size Guide.
This solution also worked because it allowed each card to be dynamic based on the information we have, solving the business problem of inconsistent information across categories, and provided an easy place to add information for the future.
A filled out size guide card, featuring all our current information.
An example of a product with limited size information.
The Impact
+ RPV
A statistically significant increase in revenue per visitor
By creating this hub of information, I increased customer confidence in purchase which resulted in a larger order value per customer during the A/B test of this design
Scalability
And reduced development time
This size guide hub provides a scalable experience as the team looks to add more fit information over time, reducing development and design churn.
-Returns
Statistically significantly reduced over time
We looked at returns at high turnover categories and evaluated the return rate to measure the impact of improved size information discoverability.