2022 | HANDED-OFF | E-COMMERCE
PROBLEM & CONTEXT
Users struggled to choose their size while shopping online, especially across brands with inconsistent charts and fit standards. This led to frequent misorders, high apparel return rates, and over $1M in annual return processing costs for Tata. This was the primary business problem we aimed to solve for.
INITIAL FINDINGS
Why are users returning products
To understand what the user challenges are I conducted research that included qualitative and quantitative insights to understand the root cause behind the return patterns.
App Data
LACK OF GUIDANCE
Size chart had limited information, and with a 8% application rate. Most users did not find the sezie chart helpful.
INTUITIVE DECISIONS
User's made intuitive decisions based on memory or defaulted to the size they always used instead of checking the size chart.
FIT TYPE MATTERED : SKINNY, BAGGY
The material and intended fit such as skinny, baggy etc changed the user's size. This information was not include in the current size chart.
INCONSISTENT SIZING ACROSS 6000+ BRANDS
Tata cliq offered over 6000+ brands, each with their own size chart. Users struggled with mapping sizes from one brand to another.
SOLUTION
Improvements to Size Chart
SOLUTION
New Fit Assistant Feature
SOLUTION
Adding Sizing Information to Product Display Page
TEAM CREDITS
Design & Research
Aditi L / Gauri (Me)
PM and Lead
Nikita Shah / Zoheb S
Illustrator / Visual
Anand Karthikeyan