According to the National Retail Federation, 21% of online orders in America, worth $128 billion, were returned in 2022, an 18% increase from 2021. For clothing and shoes specifically, the return rate can reach up to 40%. Online returns cost retailers an average of 20% of the order value, with some reporting even higher percentages.
As online sales continue to rise, the return rate has become a significant issue for businesses, as highlighted by a 2022 study from George Mason University. To address this challenge, retailers are seeking solutions. For example, Walmart recently purchased the virtual fitting room start-up Zeekit.
Not only do returns result in higher costs for the business and customer frustration, but they also have an adverse impact on the environment. According to a report from the Boston Consulting Group, product returns in America are responsible for 15 million tons of carbon emissions each year.
END.
Model Fit Guide is a new feature on END. that assists users in selecting their optimal size. END. is a leading fashion, sneaker, and design destination, offering its global community unique experiences via physical concept stores and digital touchpoints.
View PrototypeView Prototype
END.
Model Fit Guide is a new feature on END. that assists users in selecting their optimal size. END. is a leading fashion, sneaker, and design destination, offering its global community unique experiences via physical concept stores and digital touchpoints.
My Role
UX/UI Designer
Timeline
Dec 2023
Team
Designer
Project Manager
Project Manager
Tools
Figma
Adobe Photoshop
Adobe Photoshop
Overview
Online returns surge.
END.
Model Fit Guide is a new feature on END. that assists users in selecting their optimal size. END. is a leading fashion, sneaker, and design destination, offering its global community unique experiences via physical concept stores and digital touchpoints.
View PrototypeView Prototype
Problem
Selecting the right size for you.
Despite the impressive selection of clothing items available at END., customers are frequently confronted with the challenge of assessing how the clothing will fit their body. While sizing descriptions may provide some guidance, they often fail to account for the diversity of body types. The pervasive issue of incorrect sizing and inadequate fit remains the primary culprit behind the surge in e-commerce clothing returns. Statistics indicate that an estimated 30% of online clothing and shoe orders are subject to returns, leading to a staggering cost of over $30 billion annually for businesses, and generating millions of additional tons of carbon emissions in the process.
Solution
Making a positive impact.
We have devised a Model Fit Guide feature that empowers users to select a model whose body type closely aligns with their own physique. By leveraging this feature, users can preview the clothing item on the selected model and obtain a personalized size recommendation. This approach not only facilitates a streamlined shopping experience but also promotes environmental sustainability by mitigating the frequency of product returns.
Model Fit Guide
Smoothly integrated into END.'s mobile product
Model Fit Guide feature was placed under the sizing options and add-to-cart button. This placement allows for seamless integration into the user flow and encourages users to utilize the feature to find the best fit for their body type.
Model Fit Guide
Smoothly integrated into END.'s mobile product
Model Fit Guide feature was placed under the sizing options and add-to-cart button. This placement allows for seamless integration into the user flow and encourages users to utilize the feature to find the best fit for their body type.
Model Fit Guide
Select the model that best represents you
Utilize the height and weight filters to identify the most suitable options that resemble your body type. Then, select the model with whom you identify the most. Refine your selection further by re-filtering through the height and weight parameters.
Model Fit Guide
Select the model that best represents you
Utilize the height and weight filters to identify the most suitable options that resemble your body type. Then, select the model with whom you identify the most. Refine your selection further by re-filtering through the height and weight parameters.
Model Fit Guide
View the clothing item on your selected model
Visualize your garment on the model of your choice, complete with sizing suggestions. Confirm your preferred size and assess the environmental footprint of your purchase.
Model Fit Guide
View the clothing item on your selected model
Visualize your garment on the model of your choice, complete with sizing suggestions. Confirm your preferred size and assess the environmental footprint of your purchase.
Research
Examining the current online shopping environment.
Our aim was to evaluate how users shop and select their clothing size online, as well as to research the business and environmental impact of returns and exchanges on the e-commerce industry. To achieve this objective, we conducted a competitive analysis, user interviews, and secondary research with the following goals in mind:
• Understand the process of how people currently shop for clothing online.
• Understand what people look for when selecting a clothing size online.
• Understand how users determine the optimal size.
• Understand what the customer’s needs/wants are.
• Understand the constraints of the online clothing retailer.
• Understand the business and environmental impacts of returns on the e-commerce retailer.
• Understand what people look for when selecting a clothing size online.
• Understand how users determine the optimal size.
• Understand what the customer’s needs/wants are.
• Understand the constraints of the online clothing retailer.
• Understand the business and environmental impacts of returns on the e-commerce retailer.
• Understand the process of how people currently shop for clothing online.
• Understand what people look for when selecting a clothing size online.
• Understand how users determine the optimal size.
• Understand what the customer’s needs/wants are.
• Understand the constraints of the online clothing retailer.
• Understand the business and environmental impacts of returns on the e-commerce retailer.
• Understand what people look for when selecting a clothing size online.
• Understand how users determine the optimal size.
• Understand what the customer’s needs/wants are.
• Understand the constraints of the online clothing retailer.
• Understand the business and environmental impacts of returns on the e-commerce retailer.
Research - Competitive Analysis
Striking a delicate balance.
Having conducted an in-depth analysis of various online retailers, ranging from high-end and niche to the largest sportswear companies in the world, we uncovered a number of shared attributes. While some high-end retailers did provide measurements for their models, along with corresponding clothing sizes, these models tended to represent atypical body types that did not reflect the full spectrum of consumer diversity. Conversely, larger retailers offered multiple models and videos for their products, but failed to include detailed sizing information pertaining to these models.
Through this review, we gained insights into the ways in which online retailers are addressing the challenge of providing accurate sizing information to their customers. The analysis underscored the importance of striking a delicate balance between catering to diverse body types and delivering consistent and reliable sizing information, all while ensuring a seamless and satisfying customer experience. Find full report here
Through this review, we gained insights into the ways in which online retailers are addressing the challenge of providing accurate sizing information to their customers. The analysis underscored the importance of striking a delicate balance between catering to diverse body types and delivering consistent and reliable sizing information, all while ensuring a seamless and satisfying customer experience. Find full report here
Research - User Interviews
Collecting Viewpoints.
The objective in conducting these interviews was to gain deeper insights into the online shopping behavior of consumers, with a specific focus on the process of selecting clothing sizes. We aim to understand the factors that drive sizing decisions and the key considerations that shoppers take into account when evaluating online measurements and sizing information. Find full interview report here
Research - Interview Outcomes
Consistency and representation.
After conducting interviews with online shoppers, we used an affinity map to organize the collected information. Through this process, we identified a handful of shared needs and preferences that shed light on the challenges consumers face when shopping for clothing online and determining accurate sizing information. These insights served as valuable inputs for our ideation process towards developing innovative solutions.
Key points
• Inconsistent sizing between retailers and brands
• Minimal participant use of size guides/calculators
• Did not feel represented by the clothing models they see
• Helpful when the retailer displays model dimensions and size
• Factors in ease of returning when purchasing an item
• Would like to be more environmentally friendly
• Inconsistent sizing between retailers and brands
• Minimal participant use of size guides/calculators
• Did not feel represented by the clothing models they see
• Helpful when the retailer displays model dimensions and size
• Factors in ease of returning when purchasing an item
• Would like to be more environmentally friendly
Key points:
• Inconsistent sizing between retailers and brands
• Minimal participant use of size guides/calculators
• Did not feel represented by the clothing models they see
• Helpful when the retailer displays model dimensions and size
• Factors in ease of returning when purchasing an item
• Would like to be more environmentally friendly
• Inconsistent sizing between retailers and brands
• Minimal participant use of size guides/calculators
• Did not feel represented by the clothing models they see
• Helpful when the retailer displays model dimensions and size
• Factors in ease of returning when purchasing an item
• Would like to be more environmentally friendly
Research - User Persona
Meet Sam!
To better understand and cater to the potential user base, we created a user persona based on the research findings. This allowed us to create a clear and concise picture of the target audience, ensuring that our design and development efforts were geared towards meeting their needs.
Research - Synthesis
Deciphering a solution.
Drawing on the insights gleaned from the interviews and affinity mapping, we distilled our research findings into actionable statements that served as the foundation for our design process. These statements were crafted to be flexible enough to support diverse solutions while also providing a clear sense of direction. Ultimately, they helped guide our ideation phase and ensured that our design efforts were focused on meeting the specific needs of our target audience.
• How might we efficiently align sizing information between the company and the consumer?
• How might we help consumers feel more represented by the clothing models they see?
• How might be create a more meaningful and precise online shopping experience?
• How might we help retailers/brands and consumers reduce their environmental impact?
• How might we help consumers feel more represented by the clothing models they see?
• How might be create a more meaningful and precise online shopping experience?
• How might we help retailers/brands and consumers reduce their environmental impact?
• How might we efficiently align sizing information between the company and the consumer?
• How might we help consumers feel more represented by the clothing models they see?
• How might be create a more meaningful and precise online shopping experience?
• How might we help retailers/brands and consumers reduce their environmental impact?
• How might we help consumers feel more represented by the clothing models they see?
• How might be create a more meaningful and precise online shopping experience?
• How might we help retailers/brands and consumers reduce their environmental impact?
Building the Solution - Feature Prioritisation
Focusing on the essentials.
We employed a priority matrix to guide our design decisions, with a focus high-impact features. The user persona was at the forefront of our criteria, helping us determine what was most valued and feasible given our project timeline of two weeks. Technical constraints, such as our proficiency and available prototyping tools, were also taken into consideration. Based on the priority matrix, we decided to prioritize the development of the model selection and environmental impact features, and dedicated our efforts to developing key screens around these features.
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Building the Solution - Flows
Task flows.
We developed and focused on task flows that helped validate or invalidate assumptions made during the research phase. Specifically, we concentrated on task flows related to two key areas: selecting a clothing item using the model fit guide, which combined dynamic size selection and model selection features from the priority matrix, and understanding the environmental impact of the item. By analyzing these task flows, we were able to evaluate the website's straightforward usability and ensure that it met the needs of our target audience.
Building the Solution - Wireframes
Initial feature wireframes.
After conducting our research and considering END.'s current branding, we made a decision to concentrate our efforts on the development of a minimum viable product (MVP) that featured key screens aimed at size selection and environmental impact. The key screens included the model fit guide and the display of the carbon emissions associated with each order. By incorporating these elements into our design, we aimed to offer a simple and intuitive solution that met the needs of our target audience and provided a unique and valuable selling point for END. Full designs here
Building the Solution - High Fidelity Wireframes
Initial design.
We crafted the high-fidelity mobile prototype design by building upon the initial wireframes and utilizing END's current branding. The goal was to create screens that would be suitable for user testing. We made sure to include image assets and additional functionality to further elevate the design.
We also carefully considered END.'s existing branding and how it would translate to the mobile prototype. The design was crafted with the initial wireframes in mind, ensuring that the layout and aesthetic aligned with the brand's established visual identity. The goal was to create a seamless user experience that felt like a natural extension of END.'s mobile site. To achieve this, we incorporated relevant image assets and enhanced the functionality of the screens. The high fidelity mobile prototype showcased the brand's key features, including the model fit guide and the carbon emissions information, while maintaining a clean and modern look.
We also carefully considered END.'s existing branding and how it would translate to the mobile prototype. The design was crafted with the initial wireframes in mind, ensuring that the layout and aesthetic aligned with the brand's established visual identity. The goal was to create a seamless user experience that felt like a natural extension of END.'s mobile site. To achieve this, we incorporated relevant image assets and enhanced the functionality of the screens. The high fidelity mobile prototype showcased the brand's key features, including the model fit guide and the carbon emissions information, while maintaining a clean and modern look.
Item Page
Model Fit Guide - Input Page
Model Guide
Model Selection
Size Selection
Sustainability & Size Confirmation
Building the Solution - User Testing
Testing the feature.
Moderated usability tests were conducted to gain valuable insights that informed revisions of our Figma prototype. During the testing, participants were asked to navigate the prototype. We paid specific attention to how participants interacted with the Model Fit Guide feature, how long it took them to perform the tasks, and any issues they encountered while navigating and using the feature. By analyzing the testing results, we were able to make necessary fine tuning to the prototype and improve the overall experience.
Before
After
01
Increasing clarity
Users were confused about how to start using the Model Fit Guide.
To address this problem, we added a welcome screen that includes an introduction and step-by-step instructions.
To address this problem, we added a welcome screen that includes an introduction and step-by-step instructions.
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
01
Increasing clarity
Users were confused about how to start using the Model Fit Guide.
To address this problem, we added a welcome screen that includes an introduction and step-by-step instructions.
To address this problem, we added a welcome screen that includes an introduction and step-by-step instructions.
Before
After
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
02
Emphasizing inclusiveness
Users felt uncomfortable typing in their height and weight in the Model Fit Guide.
To address this issue, we made changes to the dimension screen by adding height and weight filters. This allows users to easily select the options that suit them.
To address this issue, we made changes to the dimension screen by adding height and weight filters. This allows users to easily select the options that suit them.
Before
After
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
02
Emphasizing inclusiveness
Users felt uncomfortable typing in their height and weight in the Model Fit Guide.
To address this issue, we made changes to the dimension screen by adding height and weight filters. This allows users to easily select the options that suit them.
To address this issue, we made changes to the dimension screen by adding height and weight filters. This allows users to easily select the options that suit them.
Before
After
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Before
After
03
Modifying image hierarchy
Users wanted to see the clothing item on the selected model as the primary image after confirming their selection.
We remedied this issue by reordering the clothing images, so that the first image is of the selected model wearing the item.
We remedied this issue by reordering the clothing images, so that the first image is of the selected model wearing the item.
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
03
Modifying image hierarchy
Users wanted to see the clothing item on the selected model as the primary image after confirming their selection.
We remedied this issue by reordering the clothing images, so that the first image is of the selected model wearing the item.
We remedied this issue by reordering the clothing images, so that the first image is of the selected model wearing the item.
Before
After
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
04
Minimizing Uncertainty
Users expressed uncertainty about whether their selected item was added to their cart after confirming their clothing size.
To provide more clarity and reassurance, we implemented a confirmation screen that appears after the user confirms their size.
To provide more clarity and reassurance, we implemented a confirmation screen that appears after the user confirms their size.
Before
After
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
04
Minimizing Uncertainty
Users expressed uncertainty about whether their selected item was added to their cart after confirming their clothing size.
To provide more clarity and reassurance, we implemented a confirmation screen that appears after the user confirms their size.
To provide more clarity and reassurance, we implemented a confirmation screen that appears after the user confirms their size.
Before
After
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Home Page• Homepage explains the product
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
• Moves the user to the planning page
Profile Page
• The user can view their completed activities, personal gear inventory, and favorites
Solution
Interactive prototype.
Conclusion
Final thoughts.
The most rewarding aspect of this project was integrating a new feature into a product that I personally have an affinity for. Throughout the research and design stages, it was interesting to see how this feature evolved, especially with the addition of height and weight filters, a confirmation screen, and an environmental impact calculator. These were valuable components that significantly enhanced the feature, and we did not anticipate them at the beginning of the project. Given more time, I would have liked to make the model selection more functional and allow users to see different sizes on the same model.
Overall, the Model Fit Guide has the potential to be a valuable asset for END.'s mobile product, enhancing the shopping experience and potentially reducing the environmental impact of returns. As a designer, this project reinforced the importance of user-centered design and incorporating user feedback throughout the design process. Through continued refinement and iteration, the Model Fit Guide can evolve into an even more valuable and user-friendly feature.
Overall, the Model Fit Guide has the potential to be a valuable asset for END.'s mobile product, enhancing the shopping experience and potentially reducing the environmental impact of returns. As a designer, this project reinforced the importance of user-centered design and incorporating user feedback throughout the design process. Through continued refinement and iteration, the Model Fit Guide can evolve into an even more valuable and user-friendly feature.
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