DISCOVERY
User Research
Knowing that the bra category was seeing the most returns, a few things became clear. The merchandising strategy for the physical product had changed a number of times over the years, resulting in products in the same category using different sizing formats (S/M/L, S/S+/M/M+, and 6/7/8). This resulted in a confusing experience for both new and returning users.
1. 75% of the users interviewed felt confident they knew their traditional bra size (band+cup)
2. 80% of customers had distrust for the range of sizes each size was stated to fit (a M+ could fit 34D, 34DD and 34E), not understanding how this could be possible
3. Stakeholders were tied to the idea of a standard size selection since no other format was in the marketplace, requiring a slow roll out for any new UI to gain buy-in
Redesigning the size selection to incorporate a calculator benefited in the few ways:
1. Since 75% of users felt they knew their traditional bra size, giving them the ability to use this information as the first step of their size selection reduced friction
2. By making the traditional bra size input the main touchpoint, the fact that there were multiple size formats for the same category became less obvious
3. The input captured on any bra PDP was retained, allowing the user to navigate to other bras without having to re-enter the information each time
4. Because this calculator generated a size based on their input, the user had more trust in the sizing as expressed during user testing
IDEATION
E-Commerce Design
The bra size calculator listed above was part of a larger site redesign that consisted of a component library that would be integrated into a CMS for ease of re-use.
The components were meant to be scalable site-wide for consistency and brand impact.
Home Page Elevation
The Homepage set the tone for the site elements, since brand story-telling, notable collaborations and seasonal colours were important to the business.
Elements like Hero formats, product and category carousels and interactive video elements were designed in such a way to be reused on Product Pages, brand informational pages and campaign landing pages. This approach gave the creative team maximum configurable freedom, saving them time and creating a sense of harmony through the user journey.
Product Page Optimization
Aside from the new bra size selector, the PDP had many opportunities for increased conversion. Through the addition of a "complete the set" module near the PDP to encourage an increased UPT, iconography to correspond with the value props, a brand story component with a message from the founder, and UGC related modules to add social proof, the new PDP was a more elevated and cohesive story to support the customer's confidence in their purchase.