Based on research, I designed and implemented an improved size guide for Sportscraft - a fashion ecommerce.
The goal was to enhance user satisfaction and reduce returns rate as well increase conversion.
• High returns due to sizing discrepancies
• Product Information was the second biggest enquiry to our Customer Care team
• Customer dissatisfaction & frustration
• Higher operational costs
• Sale lost as we don't offer online exchange
• Lost in brand trust
• Picked up the issue on CRO research
• Conducted customer research & insights
• Analysis & problem identification
• Designed & handed over to developers
• Stakeholders training on functionality on new size guide
• Tracking & Reporting post deployment
Main problems with size guide:
Inconsistent Measurements: Product measurements didn’t always align with the size guide, leading to confusion and incorrect sizing choices.
Lack of Fit Information: The size guide didn’t specify whether a product was fitted, relaxed, or oversized—critical details that impact purchasing decisions.
Missing Product Length Details: Customers couldn’t gauge how long a garment would be, making it difficult to determine the right fit, especially for dresses and pants.
No International Size Conversion: Shoppers from different regions struggled to find their correct size without a conversion reference.
Poor Usability: The horizontal scroll in the data table made it difficult to read and compare sizes, creating a frustrating user experience.
