2022 | HANDED-OFF | E-COMMERCE

Personalised Sizing to Reduce Apparel Returns

Personalised Sizing to Reduce Apparel Returns

PROBLEM & CONTEXT

83.5% Apparel Returns Translates to 1 Million Plus Added Costs of Processing Returns

83.5% Apparel Returns Translates to 1 Million Plus Added Costs of Processing Returns

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.

Audit & Competitive Benchmarking

Audit & Competitive Benchmarking

370 Survey Responses

370 Survey Responses

10 User Interviews

10 User Interviews

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

Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.

SOLUTION

New Fit Assistant Feature

Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.

SOLUTION

Adding Sizing Information to Product Display Page

Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.
Mobile product reviews section showing a 4.2-star rating and a fit breakdown: 77% of users said it fits true to size, 20% said loose, 3% said tight.

TEAM CREDITS

Design & Research

Aditi L / Gauri (Me)

PM and Lead

Nikita Shah / Zoheb S

Illustrator / Visual

Anand Karthikeyan