User research and conceptual UX design

A visual representation of clothes in an online store to facilitate decision-making about size.

The Challenge - Exploration of the Problem Area

In online shops, the size of an item, even with a size chart, fails to convey information about its fit, which is a subjective matter. While size is an objective measure, the online shopping experience relies on self-perception and the ability to match a mental self-representation with visually depicted items. Familiarity with a brand can compensate for the absence of tactile information, leaving unfamiliar brands uncertain in terms of fit. Choosing the wrong size online has several implications for the customers and shop. The aim is to decrease the number of returns. The question then becomes: What information and how should it be presented and structured to help customers understand the dimension of fit in online shopping?

Kicking off with what we know and what we don't know with a UX questionnaire, setting the foundation for the Project Brief.

In a Project Brief we set the expected outcomes for this user-centred design project.

When the project goals are clear, we set the overall expectations with a UX project plan.

Study design, testing 70 people. Comprehensive qualitative and quantitative user research has been conducted. See some of the results below:

Conceptual design of the solution is provided in the Design Brief.

Three different Design Principles work together to covey the overall feeling tht a product should have for the users.

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