Feb 2023
UI Design
UI Designer | 3 Designers | Manager | Developer
Problem statement: How can we educate our customer about product details, fabrication and fit and increase trust in our brand and reduce returns?
Potential: Drive platform enhancements with the use of customer data and user centered thinking to create frictionless customer experiences that provide convenience, ease and satisfaction.
01
Improve photography style and format to provide as much detail to customers about fit and fabrication
02
Establish a clear information hierarchy and consistent design system that accelerates and does not hinder the shopping experience.
03
Reduce customer returns by informing the customer of all fit and fabrication details & creat opportunity for informative photography and details.
Instead of asking "How can we reduce returns?" --> ask "How can we get consumers to keep more of their purchases?"
01
Every year a percentage of sales/purchases are returned. We have a goal to reduce this number by 15% by 2024.
02
The size and fit of an item is the most common reason for a return next to fabrication and detail.
03
Emphasizing the importance of the sustainability impact we can have by reducing transportation/packaging cost due to returns and diverting waste from landfills.
01
Introduce brick layout; an inspirational way to showcase imagery at a larger scale. Move forward with shooting minimum 6 product placement photos, or even number as default. Including a flat shot of the product allows customers to zoom in on fabrication
01
In the example at the right you can see that we offer size 24—35 and inseam options. Based on a size choice, certain inseams are not available/manufactured. When this occurred, the particular inseam was crossed out, indicating to the customer that we were out of stock of that inseam and size combo rather than completely not available.
Our update included removing this experience and instead an inseam that is not available in a particular size will completely disappear from the menu.
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01
Increase prominence of photography throughout experience. Photography sells. On-figure/ model photography and detail shots help sell the fabrication of the item.
02
Remove erroneous size combination functions and clarify what products are available in particular size offerings.
03
Organizing our product details and providing the customer with the most need-to-know information about the item.
01
Products that prioritized a laydown shot saw fewer returns and new photography layout allowed us to add more photography and detail shots for the customer
02
Reduce customer confusion assocaitad with size combinations that do not exist
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