Impact: Better size and fit experience for everyBODY.
Background:
Retail company providing apparel for consumers who love being active outdoors. The voice of the consumer team has tracked negative consumer sentiment to people who have returned products and are frustrated by having to pay shipping for an online order return. Because the business determined they would not pursue offering free return shipping, the UXR team worked with data analysts to determine that consumers were having a difficult time getting the right size and fit ordering online - and were returning at a higher rate.
Team
Was composed of approximately 100 people including the Site Ops and Product Marketing Merchandising, Development, and UX design I led CX/UX as the head of the organization - often as a hands on contributor, collaborating with UX designers, product managers, and tech leads from multiple consumer workstreams.
Key Problem
The business established goals and metrics and asked the UXR team to provide insights that would drive an improvement roadmap.
Work
Through a number of experiments, the team was able to align facts generated from multiple experiments to prioritize insights to action.
The research team noticed a significant portion of consumer frustration comments were mentioning “plus size”.
Competitive Analysis
The team tested competitor experiences using remote, unmoderated discovery sessions. We looked at brands that offered the plus size range and recruited shoppers in that category.
Concept Testing
Through our learnings from the competitive feedback, we began to develop our own hypothesis to test so that we could pass recommendations to designers.
Insights added to project board for designers.
Learnings
We were able to plot improvement capabilities relative to consumers' perceptions of the effectiveness of the tech in helping them get the right size and fit against the ease with which they’d engage with the tech . The qualitative interviews as well as some likert survey instrument informed this mapping.
Impact
The work led to the prioritization and roadmap of enhancements that were delivered and have increased consumer satisfaction. The budget has been allocated to pursue VR and AR try-on solutions in 2022.
