PROJECT OVERVIEW
What is RightFit?
-RightFit is an E-commerce SaaS solution to assist consumers to find their right clothing size with the features of shopper insights analytics.
My role: UX Researcher, UX designer, UI designer
Duration: 12 weeks
USER GOAL
To help consumers to find the right clothing size.
BUSINESS GOAL
To reduce returns rate and increase conversion rate by enhancing the consumers' shopping experience.
MY BIGGEST CHALLENGES
When conducting user research, I face the challenge of getting the right participants to interview to get enough insights from the buyer side since I couldn't find any online fashion store owners who wanted to do an interview.
But, I backed it up with some online articles reading from Vogue Business and got some insights from famous fashion brands like Zalando, Zara, Asos, and Nike on how they solve their sizing issue.
I also face the difficulty of finding the right users to conduct the user testing since most of them I managed to find are consumers and not sellers.
MY DESIGN PROCESS
STEP 1: DEFINE- Problem, Hypothesis, Competitive Analysis
STEP 2: EMPATHIZE- Surveys & User Interview
STEP 3: ANALYZE- Empathy mapping, User Personas, Buyer Personas, User Journeys, Buyer Journeys, Jobs to be done (JTBD)
STEP 5: DESIGN- Wireframes & Prototypes
STEP 6: TEST- User Testing & Reiterate
STEP 4: IDEATE- Sitemap, Sketches, Crazy 8s
PROBLEM STATEMENT
70% of returns in the fashion and apparel retail industry are due to unsuitable fittings.
According to the statistics from Women's Wear Daily (WWD, 2022), 90% of women and 67% of men struggle to find clothes that are the right fit for their figures. This sparked the question- How can we reduce the returns rate and help consumers to find their clothing size easier?
Statistics from 2019, Vogue Business (London)
SOLUTION-FOR USERS
Providing accurate size recommendations with detailed fabric information is key to low returns rate...
Personalized Sizing Profile
• 10 easy steps for setting up your personalized sizing profile.
• With your personalized sizing profile, the system will recommend the clothing size based on your preferable clothes fitting.
Virtual Fitting Room
• Use your own whole-body photo to be your avatar
• Mix and match all the clothes with the Virtual Try-On feature.
• Provide detailed Fabric information chart and add to cart features.
Add-to-Cart Feature
• Direct add-to-cart feature straight from the fitting room.
• You can proceed to checkout and payment directly from the virtual fitting room.
SOLUTION-FOR BUYERS
Affordability, Intuitive interface, and in-depth analytics tools are keys to good sizing software...
Add Product easily
• You can import your CSV file to add products to your e-commerce site.
• You can also add products manually with easy 11 steps.
Easy-Integrated into your e-commerce site
• You can easily integrate the software into your website.
• You can customize the appearance of the widget in your website.
Innovative Tools
• AI measurement
• AI Fabric Analysis
• Size Conversion
In-Depth Analytics
• Sales & Returns
• Shopper Insights
• Products Inventory
HYPOTHESIS
We believe that offering an e-commerce tool that can provide accurate sizing information and fabric description for all online fashion shoppers will attract them to shop more and enhance their overall shopping experience.
COMPETITIVE ANALYSIS
The competitors had no fabric information in their solution!
USER RESEARCH - FOR USERS
105
People took a survey
11
People took an interview
USER RESEARCH - FOR BUYERS
50
People took a survey
0
People took an interview
4 RESEARCH GOALS-FOR USERS
1. To understand consumers' shopping behaviors in buying apparel.
2. To identify if consumers' returns are due to unsuitable fittings.
3. To find out the reasons behind the consumers' returns
4. To discover which features help the users to find their perfect size.
4 RESEARCH GOALS-FOR BUYERS
1. To understand the challenges they faced while running the online fashion e-store.
2. To identify if the unsuitable fitting is a primary concern in their business.
3. To find out if they have used any software before to help them solve the sizing issue.
4. To discover which features to include in the solution that can help to solve the sizing
issue.
6 RESEARCH QUESTIONS-FOR USERS
1. Why do you shop online for apparel?
2. What are the reasons you don’t like online shopping for apparel?
3. What are your past experience when online shopping for apparel? What do you like/
dislike about that experience?
4. Have you ever returned your apparel after purchasing it online? If yes, may I know why?
5. What devices do you prefer to use to shop online for your apparel? Mobile, Tablet, or laptop?
6. What feature(s) do you wish your favorite online store has?
EMPATHY MAPPING
From all the user interviews, I have analyzed all the data collected and categorized them into 4 different types of users.
USER PERSONAS
I have come up with 4 user personas based on empathy mapping.
BUYER PERSONAS
I have come up with 2 buyer personas after the survey & some desk research on how other fashion companies solve their sizing issue.
USER JOURNEYS
I have come up with 4 user journeys based on 4 different user personas.
BUYER JOURNEYS
I have come up with 2 buyer journeys based on 2 different buyer personas.
6 JOBS TO BE DONE-FOR USERS
When I’m shopping online for clothes, I want to find clothes that fit my body, so that I know they would look good on me.
When I’m shopping online for shoes, I want to choose the shoes that fit me well, so that I will feel comfortable wearing them.
When I’m shopping online for clothes, I want to know the fabric information, so that I can ensure the quality of the clothes I will receive is good.
When I’m shopping online for clothes, I want to get the best deal, so that I don’t spend too much money on clothes and save more.
When I’m shopping online for clothes, I want to see how I look like wearing them, so that I know which one looks good on me.
When I’m shopping online for clothes, I want to have the option to mix and match different apparel virtually, so that I know how they would look on me without the hassle of trying them on in real life.
3 JOBS TO BE DONE-FOR BUYERS
When I choose software to solve my sizing issues, I want to be able to try it out first before I decide to buy, so that I know which software suits my needs more.
When I choose software to solve my sizing issues, I want to know the pricing first, so that I know it will fit within the budgets I allocated for my business.
When I choose software to solve my sizing issues, I want to know all the features it has, so that I would know whether it has the feature(s) I’m looking for.
SITEMAP
Information Architecture of the website.
SKETCHES
MID-FIDELITY WIREFRAMES
STYLE GUIDE
Colour Palettes
Typograhy
FINAL STEPS
In a real-world design project, I would make changes to the design and iterate through prototyping and the usability process. I would look for the right user group to do the user testing. Once the design is in place, I will hand it over to the developers.
Thank you for reading my case study!
Want to work with me? Feel free to drop me an email!
leetingkhoo96@gmail.com