Knix
Senior Product Designer, improving the Size Selection component for the PDP.
Role
Senior Product Designer
Duration
5 Months
Tools
Figma
Usertesting.com
Team
1 UX Manager
1 PM
6 Developers
Background & Problem
Knix as a brand is focused on size inclusivity and is constantly learning from the feedback of their customers. As a small brand, making product changes based on customer feedback isn't as challenging as it would be if we were larger which gives us the advantage of applying changes faster. The downside to this though is that streamlining sizing between older products and the newer products with the adjustments didn't always happen, resulting in inconsistent sizes across SKUs.
​
This means a Knix customer who had previously purchased a Small in one product, might now be a M or M+ depending on the collection.
When I began this project, it was clear that we needed to address this problem for a few reasons:
​
1. The Bra category had the highest rate of return amongst all products (22-34% of all bras were being returned)
2. Incorrect sizing was the leading excuse for return
3. We knew we had at least 3 different size charts (numeric 1-8+, standard S-XXL and standard plus XS+ - XXXXL+)
4. Due to the way our bras fit, one size would often apply to 3-4 traditional bra sizes that would show in brackets next to the size (example: Fits 34D, 34DD, 34E) and this content would take up significant space in the dropdown, adding visual clutter
​
This made purchasing a bra unpredictable and confusing, as even returning users couldn't be confident their previously successful size would still apply.
The dropdown on the left could have up to 16 sizes listed, making the scroll very long and the list of sizes it fits very overwhelming.
User Research
How do new and existing users find their Knix bra size?
What information do they come equipped with?
What means of finding their size is most familiar to them?
​
Facilitating unmoderated testing with a segment of new customers and another segment of returning Knix customers, I was able to compile the following data:
​
-
77% of all users feel confident that they know their traditional bra size
-
90% of those participants would use their traditional bra size to determine their Knix size (most commonly referenced would be to cross check their traditional bra size in the Size Chart)
-
95% of users expressed that they would first use the Size dropdown or the Size Chart to find their size (with the remaining 5% of participants wanting additional help through the Live Chat or Virtual Fitting or suggested measuring themselves for additional confidence)
Proposed Solution & Design Validation
Testing showed that shoppers were familiar with their standard bra size (34 D for example) and because Knix doesn't label products in this way, the user would be required to look into the Size Chart of each product to determine their Knix size based off of their traditional bra size.
​
To alleviate this friction - we rolled out a Bra Calculator that would populate the recommended size based off of their known traditional size.
​
I tested 3 proposed solutions and conducted an A/B test:
​
A) The traditional bra size calculator, where the user selects their Band and Cup size from the dropdown to calculate a generated Knix size
​
B) A hybrid of the existing size dropdown, allowing the user to select their Knix size with the option to "Find my Size" (this would open a modal that housed the same experience in prototype A)
​
C) Similar to prototype B but the Find My Size calculator is consolidated into an accordion that could be unfolded to reveal the steps
Test results showed that between A vs. B, 85% of participants preferred A, and between A vs. C, 95% of participants preferred A.
With this in mind, a few functionality details were documented to ensure the best possible experience when using this new feature:
​
1. Any input into the Band and Cup fields would be retained, so that the user would not have to repeat the process on the next PDP and the calculation would generate for them automatically
​
2. The Knix size selection field was active regardless if a user chose to interact with the Calculator, so returning users who know their Knix size could still make a selection
​
3. Any customer who completes the calculation but wants to select a different size than what is recommended can still do so, and the band and cup info would be overridden
