Fit for All: A Case Study in Designing an Intuitive Sizing and Fit Guide for Online Clothing Retailers

Introduction

This case study focuses on implementing a comprehensive sizing guide page for a DTC e-commerce platform to educate consumers about brand-specific sizing while enabling informed purchasing decisions.

The primary objective was to reduce return rates resulting from sizing discrepancies and enhance the overall shopping experience.

Context

The absence of a detailed sizing guide impacted customer satisfaction due to ill-fitting purchases, leading to increased returns and exchanges.

Addressing these challenges was crucial for the brand to provide a seamless shopping journey and educate customers about their unique sizing conventions.

Research Methodologies

Competitive Features Analysis
Competitive Brand Analysis
Historical Data Analysis
User Personas
User Journey Mapping
MoSCoW Analysis

Brand Comparison Chart

Competitive Features Analysis

Proto Persona of Eco Emily

MoSCoW Chart

Research Findings

The research showed key insights, such as the quantifiable need for detailed sizing information and self-measurement guides, the benefit of providing metric units to cater to a broader audience, and the impact of ill-fitting purchases on customer retention. These findings guided subsequent design decisions.

UI Methodologies

User Flow
Lo-fi Sketches
Mid-Fi Wireframes
Hi-Fi Prototype

Lo-Fi Sketches

UI Design Development

I centered the information architecture around building a single-page brand education tool with well-organized content and intuitive navigation, highlighting essential information to ensure a user-friendly and enjoyable experience.

Based on research insights, the design incorporated a step-by-step measuring guide, specific product sizing charts, and troubleshooting tips for common fit issues.

Wireframing & Prototyping

The design process included lo-fi sketches, mid-fi wireframes, and hi-fi mock-up designs. Usability highlighted the need for optimizing visual hierarchy, leading to adjustments in the layout and presentation of information.

Improvements Made on Mid-Fi Frames after Usability Testing

Hi-Fi Frames of Design in Two Different States

Implementation & Impact

Page Implementation

Despite technical constraints, I successfully designed and implemented a sizing guide that helped the user locate precise self-measuring information and further educated the customer. Challenges experienced during implementation included the following:

Limitations on proprietary measurement information and international size conversion offerings
Change in stakeholder leadership mid-project

Measuring Impact

The implemented sizing guide decreased return rates and customer service inquiries and exhibited a 5% surge in conversion rates.

Conclusion

This design enhanced product and sizing information communication, effectively lowering return rates and boosting user satisfaction.

This study shows how the transparent communication of sizing information positively influences brand reputation and customer retention.

Thanks for checking out my work! If you'd like to check out the prototype for this project, click here.