Situation analysis.
Every e-commerce clothing brand has different sizing standards. It is often very confusing to read sizing charts on online clothing sites. Even if we assume the user knows how to read size charts, they still need to remember their sizing metrics all the time. It adds up to the user’s cognitive load, frustrating them. Because reading different sizing charts to choose the correct clothing is so confusing, users become prone to error and end up ordering the wrong sizing for themselves, wasting time and money.
Problem Definition
Clothing sizes on different e-commerce sites are very unstandardized and hard to understand, which creates confusion, and increases the chances of error for the users, making them frustrated because it can lead to a waste of time and money.
So, how might we provide a way for online consumers to be confident about the clothing size they are selecting from any store and not waste time and money because every online store has different size standards?
My Approach
The approach to this problem involved understanding the user's behaviour and pain points to validate the existence of the problem. Knowledge about the target user's behavior would influence many factors, ultimately affecting crucial decisions regarding features, sitemap, wireframing, and whether to adopt a mobile-first or mobile-later approach.
Photo by Dan Dimmock on Unsplash
Research
An online user survey was sent to people falling under the target audience criteria through Google Forms. 20 people answered the survey giving valuable insights into why this problem exists and if it does and how they are coping with this problem currently. The survey included questions which let me gain information about the desired experience they wanted from the possible solution.
In addition to the survey, user research was conducted with the help of information published on the Internet, predominately, articles published by NN Group influenced the lion's share of the research.
Key findings
"90% of surveyors believe that the problem is very common and applicable to them as they face it every time they go from one clothing brand to another, sizing standards change."
"72% of surveyors believed that currently there is no solution to the problem in the market and even if there is one, they never heard about it."
"Around 60% of people agreed that they wasted their time and money at least once after getting confused about the sizing charts on clothing brand apps."
"Around 90% agreed that reading sizing chart puts a cognitive load on their minds and they are more likely to leave the product page after getting frustrated on complex charts"
"Around 70% of people desired the need to have a mobile shopping experience from the possible solution."
"66% of people wanted to shop for their family and friends but they cannot buy with full confidence because they don't remember the exact size metrics of their family and friends, so they are not 100% confident"
User Persona
Dave is extremely tech-savvy, often the first among his friends to adopt new apps and platforms. Regularly engages with social media influencers and online reviews to inform her purchasing decisions. Enjoys personalized recommendations based on his browsing and purchase history. Appreciates seamless mobile shopping experiences, as he frequently shops on the go. He shops from multiple e-commerce sites, so He is always in doubt about the size of his clothing as every brand has different standards. He is a family man and likes to buy clothing for his family and his friends but he is unable to know their body size metrics all the time as he goes from one brand to another.
Pain Points
- Does not like to read sizing charts.
- Wasted money in the past due to confusion about size.
- Hesitant to try new brands.
- Cognitive load on David as he is expected to know his body metrics every time he is shopping from a new brand.
- Time-consuming process.
- Wants to buy clothes for his family and friends without knowing their size metrics.
Photo by Danny Ocean on Unsplash
User Journey Mapping.
Solution
The product idea is a platform that collaborates with different e-commerce sites, ideal for users who enjoy online clothing shopping but find frustration in dealing with the varying and unstandardized sizing charts employed by different brands. This platform will enable users to input their body size metrics just once, providing them the convenience of utilizing this information across multiple clothing websites. By doing so, the platform facilitates the seamless identification of the perfect clothing size per the user's stored body metrics. This eliminates the necessity of deciphering size charts and the frustration associated with constantly recalling one's body measurements.
Tap and slide to input metrics.
FitMate revolutionizes the way users input their body measurements with its intuitive tap-and-slide interface. Instead of manually entering numbers, users can simply tap to select a measurement category and use a slider to adjust their metrics accurately. This user-friendly design makes it quick and easy to input or update body size information, ensuring precise measurements without the hassle.
Curated Blog.
FitMate will feature a blog section curated specifically for its users, offering valuable content on fashion trends, sizing tips, and shopping advice. This engaging and informative section will not only enhance the user experience but also provide a platform for advertisements. By attracting a dedicated readership, the blog will create opportunities for brands to reach a targeted audience through sponsored content and ads, driving additional revenue for the app.
Profile sharing
FitMate takes the hassle out of shopping for others by allowing users to send and receive profiles seamlessly. With this feature, users can effortlessly share their saved body size metrics with friends and family, enabling them to shop for each other without needing to know each other's specific measurements. This ensures that gifts and purchases are accurately sized, eliminating guesswork and the need for exchanges. By using FitMate, users can enjoy a more personalized and stress-free shopping experience, making it easier than ever to buy clothes for loved ones with confidence.
Curated deals and discounts.
FitMate will feature curated deals and discounts from online shopping brands, tailored to match the user's body size metrics. By displaying only the products available in the user's specific sizes, FitMate eliminates the need to open each product to check for size availability. This personalized approach not only saves time but also enhances the shopping experience by ensuring that users can quickly and easily find deals on items that will fit them perfectly.
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