How can we help Individuals with diverse body types/dimensions to obtain as close to their actual clothing size as possible when shopping online.
Sizing issues cause people's shopping experiences to deviate from their plans too frequently. An interviewee stated, “In 2020, I had to make three consecutive purchases trying to figure out what size I was with a brand”.
Sizing is a crucial aspect of the shopping experience that impacts customer satisfaction. However, inconsistencies in sizing across different brands can cause frustration and inconvenience for shoppers. This problem is compounded by the fact that many retailers do not offer comprehensive size charts or provide limited in-store options for trying on clothes.
As a result, customers are often forced to make multiple purchases, wasting time and money, in order to determine their correct size with a brand. This can be a significant deviation from the original shopping plan and can have a negative impact on the overall shopping experience.
Research Insights & User Pain Points
By surveying individuals with diverse body types and dimensions, that is individuals whose measurements fall outside the standard size range on generic charts, (i.e When the upper body dimensions are from a different size compared to the lower body, vice versa or a mix).
I uncovered a crucial pain point in online apparel shopping: 90% of those I spoke to have been frustrated by inaccurate sizing, causing them to waste valuable time and effort, in addition to the environmental impact as well for shipping and returns.
Despite their desire for brands that collect more user information to determine accurate sizing, a limited number of e-commerce websites offer this solution. The responses from the user survey revealed that 100% of the surveyed users stated that the generic size charts on apparel websites are ineffective for them.
Furthermore, the last chart from the user survey response highlights how crucial getting the correct size is to our target audience, with 90% of the surveyed users indicating that it is a valued aspect of their shopping experience.
This is a clear indication that the online apparel shopping experience is broken for individuals whose measurements fall outside the standard size range on generic charts and immediate action is needed to address this issue.
Failure to do so not only alienates a large portion of customers, but also limits their shopping options, leaving them with subpar experiences. The time for change is now - TrueFit aims to empower this audience with a seamless and fulfilling online shopping journey.
Landing on the Solution
The proposed solution is to develop an innovative app that addresses the sizing issues faced by consumers and enhances their shopping experience. The app will leverage the latest technology, including size recommendation algorithms, customer-generated size charts, 3D body scanning, and user profiles, to provide accurate and personalised size recommendations.
With its user-friendly design and inclusive approach, this app will empower users to shop with confidence, reduce the time and effort required to find the right size, and minimise the deviations from their shopping plans. The app's innovative features will bring a new level of convenience and satisfaction to the shopping experience.
Below is an example of the flowchart on how users can find their accurate size
Open app > Click start > Take the TrueFit quiz >Most accurate size > Yes or No > Proceed to export size recommendation
- If yes > Proceed to export size recommendation
- If no > Retake the quiz
Given the opportunity and sufficient time and resources, i’d like to bring this idea to life.
Product Manager Learnings:
I was particularly struck by the way in which data collected from user interviews improved the clarity of the problem space during the process.
By conducting these interviews and analyzing the information gathered, I gained a deeper insight into the needs and challenges faced by the users.
This has allowed me to steer the direction of my project in a more targeted and productive manner. The impact of user-centered research on shaping a project is truly eye-opening, and I am eager to continue utilizing this approach in future projects.