How might we increase confidence in purchasing online by helping our customers understand how a product will fit?

Fit is a primary influencer of purchase decisions in several of Abercrombie’s categories, and despite implementing various fit features, we still saw a large number of customers expressing confidence in the size they selected.

TIMELINE
8 Weeks

THE TEAM
1 UX Designer
1 UX Researcher
1 Product Owner

MY ROLE
Lead UX/UI Designer

  • Researching and understanding problem space & defining design strategies

  • Sketching and presenting ideas for critique and review

  • Iterative User Testing

  • Visual Design

  • Pixel Perfect File Preparation

  • Pairing with developers for production release

I conducted a site audit, gathered voice of the customer data, and looked at data analytics, and we discovered some key issues that may be creating a lack of confidence in Abercrombie’s fit.

Some reasons around customers are not confident in their purchase include that fit information is:

  • Hard to find 

  • Scattered across the page 

  • Inconsistent 

  • Irrelevant 

  • Not relatable 

Problem Statement

How might we increase confidence in purchasing online by helping our customers understand how a product will fit?

I had to work with product owners, developers, and the merchandise team to create strategies and define a scope that targeted the problem, but was feasible given the information and infrastructure the company has created around fit details.

Design Strategies

  1. Discoverable 
    How might we make current fit information easier to find? 

  2. Consolidated 
    How might we consolidate our fit information? 

  3. Consistent 
    How might we present our fit information in a consistent way? 

  4. Contextually Relevant 
    How might we provide relevant fit info across our varied products. 

  5. Relatable 
    How might we help customers understand our fit information in the way that is personal? 

Sketches & Wireframes

The Solution

We created 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. 

The elevated size guide resulted in a statistically significant increase in RPV (revenue per visitor) in an A/B test, and was pushed out to all traffic.

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