This is a case study that delves into and solves the tricky puzzle of finding the perfect shoe fit. There are many factors in the mix, such as inconsistencies in standardized sizing charts among different brands and nuances with the person’s unique foot that are often ignored by these standards.
UX Design | UI Design | UX Research.
Online shopping is a nightmare for me. I always end up with clothes and shoes that look nothing like the pictures. The worst was when I ordered (Tommy Hilfiger) shoes from amazon. They took forever to reach me in Nigeria, and when they did, they were a disaster. They looked cheap and ugly, and they squeezed my feet like a vice. I wasted my money on shoes that hurt me and made me look bad.
My research reveals that online shopping is a pain for many people, not just me. Buyers get frustrated and distrustful when they keep getting clothes and shoes that are ugly or uncomfortable. And don’t get me started on the security risks.
“How can I Provide an online shopping experience that addresses the frustration of product incompatibility?”.
I interviewed four young adults (20-28 years old) with different backgrounds and lifestyles about their online apparel shopping. Two were students and two were office workers. Three lived in BC Canada and one in Lagos State, Nigeria. I used open-ended questions to get rich and nuanced insights into their online shopping habits, preferences, pain points, and expectations
By analyzing the data and themes that emerged from the interviews I conducted with the participants, I identified four key insights that are relevant and important for the research question. These insights were derived from the negative experiences of online shoppers, as characterized by the interviewees, which have led to a change in their online shopping behaviour. These users are discerning, looking for good value for their money, hesitant to return items, and frequently experience challenges with fit and quality. The insights underline the need to prioritize addressing user concerns around fit and quality while also providing a hassle-free shopping experience that offers good value for money. They are further discussed bellow.
The users are careful and deliberate in their decision-making especially when it comes to fit, because they want to avoid disappointment and regret in their purchases
“I take like 3 days to marinate on my shopping decision, i also check other sites, i send to my friends to ask for their opinions. I also check more reviews particular about sizing and quality”.
The users are conscious of both price and quality, and they want to buy products that offer the best value for their money.
“Before buying an item that I want, I will carefully evaluate it and then compare its price with other websites or online stores to look for discounts and lower prices.”.
Users avoid the trouble of returning items. They prefer to put up with items they don’t like rather than deal with the hassle and difficulty of sending them back.
“I won’t trouble myself with returning the item if I can make do with it, even if it doesn’t fit well or match my expectations”.
The prevalent reason why the users return the items they have acquired is that they have challenges with how the items fit them or they are dissatisfied with the quality of the items.
“One significant frustration is when the size of the item I receive is slightly different from what I expected and it does not match the image displayed on their website”.
Offer competitive prices and high-quality products and provide clear and transparent information about the cost and value of each item.
Enhance the online shopping experience by providing rich filter options, detailed product descriptions, accurate product images, user reviews and ratings, and virtual try-on features.
Support the user decision-making process by providing easy and quick comparison tools, social proof and validation features, and flexible and secure payment options.
Improve the online customer service by providing friendly, responsive, and helpful support agents, while offering multiple contact options.
Reduce the barriers and pain points for returning items by providing free and easy return and refund policies, clear and simple instructions, and timely feedback and confirmation.
Showcase different outfits and looks for different occasions, providing a variety of styles and options. Provide suggestions and recommendations based on user preferences and needs.
My objective in conducting a competitive analysis was to thoroughly comprehend the competitive environment and market trends within the fashion and retail industry. The process involved identifying and evaluating major competitors, analyzing their products, services, and marketing strategies to determine areas where they excel or fall short. This benchmarking process helped me compare and contrast the proposed solutions against competitors, ultimately leading to more informed strategic decision-making. Furthermore, I kept a close eye on emerging market trends and the adoption of new technologies such as AI and augmented reality to stay ahead of the competition and capitalize on potential opportunities while mitigating potential threats.
How much will the recommendation enhance the user’s satisfaction with the product or service and increase their likelihood of returning and recommending it to others?.
How much time and resources will be needed to implement the recommendation and how realistic and achievable is this solution given the current constraints and challenges?
How easy is the solution for the user to understand and use and how much training will they need to adopt it fully or will they find it annoying and abandon it eventually?
Based on the insights that revealed various possible solutions to the problem, I chose a balanced mix of solutions that aligned well with the above criteria.
The solution seeks to make online shopping a delight for customers by providing them with rich filtering options, accurate and comprehensive product information, user reviews and ratings, virtual try-on features and a feature that uses A.I. to automatically measure their body size and recommend the best-fit products
By addressing the main pain points of fit issues and discrepancies, I aim to increase customer satisfaction and loyalty.
This recommendation is also low to medium in effort, as it leverages existing features and adds some new ones. It is also feasible, as existing technologies and solutions can be used or adapted for this purpose. And finally, the design approach would strive to make the solution intuitive and easy to use.
At this stage, I had the wireframe tested by multiple people during the whole process. Generally, the users found the flow straightforward and easy to carry out the different tasks.
I originally designed the fit feature toggle to only show up after a user searched for a footwear. However, a user feedback suggested that they might want to choose a shoe from the home page and know if it fits them beforehand. In the next version, I added a fit icon on shoes that were recommended by A.I to make the selection easier from the home page.
Initially I had the hypothesis that Augmented reality and A.I technology would be the logical step in enhancing the shopping experience. What i came to learn was that is not enough to see potential solutions just based on assumptions. Understanding the challenges users face and allowing the research process lead to a solution was best.
Complete the Design prototype and develop a tech prototype (MVP) to test the fit feature more thoroughly. Explore the possibilities of extending the fit feature to cover whole body clothing, using avatars with scanned data and collaborating with a specialized tech company that offers smart display and mirror solutions that can enhance the fit feature and fit well with home wardrobes.
