Founded in 2005 by Christiaan Ashworth and John Parker, END. was created through a shared passion for fashion, design, art, and music.
END. is a leading fashion, sneaker, and design destination, offering its global community unique experiences via physical concept stores and digital touchpoints.
While END. has a superb catalog of clothing items, it is difficult for customers to see how clothing will fit. Sizing descriptions help, but they are often on models that do not reflect a range of body types.
Incorrect sizing/fit is the main driver of e-commerce clothing returns. On average 30% of online clothing and shoe orders are returned. Costing businesses more than $30bn annually and creating millions of tons of additional carbon emissions in the process.
Solution
We developed a Model Fit Guide feature that allows users to select a model most similar to their body type. The user can see the clothing piece on the selected model and receive a recommend size. By using the Model Fit Guide to find the ideal size, users can help decrease the environmental impact of returns.
Solution
Interactive Prototype
Research & Design Approach
Design Thinking
We used the design thinking approach as our framework for END. We wanted to prioritize the user while offering the business operational and environmental benefits. We wanted to iterate on the solution to continually define, ideate, prototype, and test until we arrived at an intriguing solution for the user and the business.
Research
Examining the current environment
We wanted to evaluate how users shop and select their clothing size online. We also wanted to research the business and environmental impact of returns/exchanges on the underlying e-commerce business. To do this we ran a competitive analysis, conducted users interviews, and carried out secondary research with the following goals.
• 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.
Research
Competitive Analysis
After analyzing a range of online retailers from high-end/niche to the largest sportswear company in the world, commonalities began to stand out. Find full report here
• High-end retailers included the measurements of the model and an accompanying clothing size, but the models shown were not typical body types. • Larger retailers provided multiple models and videos but did not include the sizing information of the models.
Research
Secondary Research
In America 21% of online orders, worth $128bn, were returned in 2022, according to the National Retail Federation, up 18% from 2021. For clothing and shoes specifically, the return rate can reach around 40%. Online returns on average cost retailers 20% of the order value, with several retailers reporting significantly higher percentages.
As online sales increase, the return rate has also increased significantly, leading to businesses no longer labeling return costs/logistics as a secondary problem, according to a 2022 study from George Mason University. To combat this retailers are looking for solutions. An example was Walmart purchasing a virtual fitting room start-up.
Returns not only lead to higher costs for the business and frustration from the customer, but increase environmental impacts. In America 15 million tons of carbon emissions are attributed to product returns each year, according to a report from the Boston Consulting group.
The three main drivers of e-commerce clothing returns are: • The item is the wrong size • The item did not match the online image • The item did not meet expectations
Research
User Interviews
Number of participants: 4 Demographics: 23 to 38 years old Find full interview report here
Interview Outcomes
After combing through the interviews and organizing them using an affinity map, a handful of common needs began to emerge. Find full affinity map here
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
Research
User Persona
To aide in understanding the potential user base, a user persona was created to synthesize the research findings.
Research
Finding the Problem
The research was boiled down into actionable questions. These were the building blocks of our design.
User • 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?
Building the Solution
Task Flows
We created the following task flows to better validate/invalidate assumptions made during the research phase. The straightforward usability of the website can be seen through these flows. Find full report here
Building the Solution
Wireframes
Based on our research and the current branding of END. we decided to focus our attention on developing our minimum viable product with the following key screens. We wanted to convey ease of use and simplicity, and emphasize size selection and environmental impact. Find complete wireframes here
Building the Solution
Initial Design
The prototype design was crafted using the initial wireframes and the current branding of END. Mobile screens were constructed during this phase for use in user testing. Full design here
Building the Solution
Usability Testing
The goal of the usability testing was to determine the following:
• How the participants interacted with new Model Fit Guide feature • How long it takes the participants to perform the task • Identify confusing areas or issues participants have while using the navigating/using the Model Fit Guide feature
Type of test: Moderated usability test (in person and via Zoom) Number of participants: 4 Demographics: 23 to 38 years old Find full testing report here
Testing Outcomes
After analyzing the testing results, common issues began to emerge with the prototype.
Imperative to fix:
Users were confused about how to use the Model Fit Guide • Add screen explaining what it is and how it works
Users felt uncomfortable typing their height and weight in the Model Fit Guide • Add height and weight filters that users can select
Users had concerns about the privacy of their personal information • Add data privacy statement in the Model Fit Guide
Users were not sure what size the model was wearing • Adjusted model dimensions and size info. Highlighted recommended size.
Users were unsure if their item was added to their cart after confirming their clothing size • Add an additional page after the size confirmation screen
Important to fix:
Users wanted to see the model wearing the clothing item after selecting and confirming the model • Adjust the clothing image order
Building the Solution
Final Design
Based on the testing outcomes a final design iteration was crafted. We addressed the testing outcomes by completing the following revisions. Full revision report here
Revision 1: Add screen explaining the Model Fit Guide
Users were confused about how to use the Model Fit Guide After the revision: • Introduction/instruction screen was created.
Revision 2: Add height and weight filters that users can select
Users felt uncomfortable typing in their height and weight in the Model Fit Guide After the revision: • Height and weight filters were added • Users can select the height and weight options that suit them
Revision 3: Add data privacy statement in the Model Fit Guide
Users had concerns about the privacy of their personal information After the revision: • A visible privacy statement was added to the Model Fit Guide
Revision 4: Add size confirmation screen
Users were unsure if their item was added to their cart after confirming their clothing size After the revision: • Confirmation page showing that the item was added to the cart •Confirmation of selected size
