A solution to buying clothes that don’t fit—A UX Case Study

Josh Lagman Lead UX Designer

Due to the rapid shift into remote culture, online shopping has become increasingly relevant. Our goal is to find and relieve any pain points within the online shopping process.

The Process

Empathize

According to a Rand American Life Panel (ALP) survey of more than 2,000 Americans of various age groups, online shopping has increased significantly especially in those who make more than one online purchase per week.

https://www.rand.org/pubs/research_reports/RRA308-6.html

Due to the majority of change in online shopping being in the category of individuals who purchase one or more items per week, I focused on this group in various age demographics.

6 Users who purchase one or more items online per week

3 Male

3 Female

4 Maryland

1 California

1 Canada

23–57

Analyze

Once we sorted out the information gathered from the interviews, we started to see some major trends in the online clothing shopping experience. It was very apparent that there was a disconnect between the product descriptions and sizes found in retail websites, and what the users were actually receiving.

After analyzing the research, user interviews and our affinity map, we set out to create a solution.

Ideate

Through sketching and ideation we decided that through the use of AR technology, users could measure themselves and try on clothes from the comfort of their own home.

After we fleshed out the user flow, we did some preliminary wireframes to understand how this would look like as a tangible idea.

After logging in, the user will be prompted to either enter their measurements manually or scan their measurements with their phone. They will then be able to choose their favorite brands to show up on their feed. Their home page will show a selection of clothes tailored to them (no pun intended) based on their measurements and favorite brands.

Prototype

After some preliminary validation, we set to design a wireframe that could be tested by the user. The above images show the intial flow the user would use. This iteration also shows the user being able to pick clothes and try them on through AR technology.

Testing

After the initial testing, there were some things we learned that we were able to fix before creating higher level prototypes. We found that the user did not find having the option to scan their measurements intuitive. They found that manually entering the information would be easier and more accurate.

Through observation we also noticed that the user kept looking for an option unavailable in our porototype. When we asked what they were looking for, they said that they wanted to be able to search for specific products as well as an option to narrow down their products by price, brand and other specifications.

In our latest iteration, we removed the option to scan your measurements, added a search option and a “Sort by” button. We also found that users were more likely to make purchases from websites that they already know rather than from the app itself. Due to this fact, we added the option for users to buy their clothes from trusted retail sites.

Although many problems have been addressed through the design process of this project, there is much that needs to be done. Through continuous iteration, the solution will continue to be strengthened for the user.