CASE STUDY
Smart Fit
Virtual Try On
Responsive and app project pitch to a national athleisure company. The project was designed to bring “next gen” features and create a concept that delighted users, filled a missing need, and focused on some of the budding technologies in the space (AI, AR, Machine Learning).
My Role
Complete Concept Design
Interaction Design
Visual Design
UX Strategy
CASE STUDY
Smart Fit AR
Virtual Try On
Responsive and app project pitch to a national athleisure company. The project was designed to bring “next gen” features and create a concept that delighted users, filled a missing need, and focused on some of the budding technologies in the space (AI, AR, Machine Learning).
My Role
Complete Concept Design
Interaction Design
Visual Design
UX Strategy
Team
Me- ID/VisD
Design
Pitch to Clients
Discovering a Need
Understanding users and their current pain points was key to ideating around a new feature. I chose to mix user research and UX strategy techniques to understand some of the largest problems facing the company.
Data showed strategic opportunities around:
- Misunderstandings about subscription service
- Size & fit concerns- giving the ability to see, touch, & try products before buying
- Quality
- Personalized journey- where preferences & past interactions are taken into account
Field Studies & Interviews
- Interviewed 10 users
- Researched 20 blogs from
additional customers
Research & Competitive Analysis
- Complied existing quantitative research
- Features of competitors
- Trends in the industry to get an overall view of what is important to customers.
The Problem
The data indicated that size & fit concerns were a huge pain point for customers. They wanted the ability to try products before buying or having to return an item.
Virtual try-on solutions have emerged as powerful tools for retailers. AR product experiences prove to be 200% more engaging and 61% of consumers prefer to shop with retailers which provide AR experiences.
Since one of the goals was a “next gen feature,” I lobbied for an AR feature that would take advantage of AI mapping techniques and also solve user concerns over fit and personalization.
Vision & Design
The focus was on creating a easy to use tool for customers during the buying process. The vision was to add personalization and an AR tool that allowed flexibility and simplicity. The approach involved adapting responsive web and mobile designs to accommodate the new feature and seamlessly bring it into the purchase process. It needed to work with responsive web as well as the app. It was key that it allow users to use tools (cameras/photos) they already had.
We used the existing elements from the in-flight design system while evolving other areas to strengthen the system (accent colors, cards, navigation, alerts). I created high fidelity wireframes for responsive web and mobile app that utilized neutral colors, streamlined content, and built off the existing system.
Home Page Integration
Pitching the new feature on the home page to educate customers was key. I chose a tertiary placement so we could still promote the products and VIP Membership (which many customers do not understand) yet make the new feature top of mind.
I simplified the featured promo, using less imagery in a composite and increased the quality of the images. I also created an overall photo color scheme to tighten the look and give it a more curated feel. Backgrounds and tones tied together in the same palette.
I experimented with evolving cards and images in the system to have slight rounding to have a more refined feel. I created photo guidelines that emphasized the product by removing backgrounds and focusing on the person.
Feature Marketing Page
Created a marketing page to promote the SmartFit feature to customers. It details how to start the feature, discusses benefits, and also gives user testimonials with UGC images.
I utilized the grays in the existing design system for the clean, neutral scheme. Backgrounds were brought back into images for images since there is not a singular product being promoted. I experimented with evolving cards and images in the system to have slight rounding to have a more refined feel.
Product Page Integration
Integrated the feature into the product page in two ways. First, the user has a button that launches the SmartFit feature integrated into the top right product photo.
The second integration is in the size section of the product selector. A suggested size is added to the size selection tips and a fit type (“true to size”/”runs big”/”runs small”) displays. The size suggestion comes from the logged in users measurements and does not display if the data is not available.
Suggested Next Steps
Click Testing
Click test for the proposed navigation
Think Alouds
Risk Analysis
KPI Creation
Suggested Next Steps
Click Testing
Click test for the proposed navigation
Think Alouds
Conduct user testing with think alouds and concept comparisons (A/B)
Risk Analysis
Explore the risks of storing photos and models of customers (face map issues/hacking, extra storage/ data needed)
KPI Creation
Collaboratively determine measures of success (number of saves to profile, reduction in returns, survey comments)
