Background
ABOUT YOU is an online fashion retailer that offers a wide range of trendy clothing and accessories. ABOUT YOU’s Size Advisor is a helpful tool that utilizes the indicated body measurements, recent purchases and returns, and specific brand size preferences to suggest the ideal size for a product.
This case study focuses on the optimization process of the Size Finder flow, an intuitive size advisor for ABOUT YOU shop customers.
Problem to Solve
The Size Finder flow in the ABOUT YOU app experienced a high drop-out rate at step #6 out of 7, as indicated in usability tests.
Persona
My Responsibilities
Investigate the core problems via design brief and usability test recordings
Define solutions and actionable items
Design hand-off and documentation
Impacts
Reduce Size Finder flow’s drop-out rate in ABOUT YOU’s online shop on mobile
1 / 3
Journey Mapping
To gain more understanding of the matter and address the root cause of the issue, I analyzed the recordings of the externally conducted user research on this topic.
Here are the questions I wanted to make clear from analyzing the results:
How did the participants react to the issue?
Did the issue arise solely from that particular step?
As this issue was brought to my attention, the PM suspected that the wording of the question “Welche Marke trägst Du am Häufigsten?” (Which brand do you wear the most often?) might be the cause of this issue and proposed a simple copy adjustment.
2 / 3
Observations
Upon analyzing the recorded interviews, it became evident that the wording played a partial role in causing the issue, although it was not solely responsible for the problem.
Insufficient explanation regarding size references
Users expressed uncertainty regarding the relevance of selecting a brand, which resulted in confusion. (See screen I, step 0 to 1)
Ambiguity in question phrasing
Users found themselves perplexed by the requirement to choose only one brand due to the wording of the question. (See screen I, step 0 to screen II, step 2)
Unclear user interface selection state
Users encountered difficulty in deselecting or reselecting a brand and were consequently unable to proceed, leading to excessive clicking, moving back and forth within the flow, and ultimately dropouts. (See screen III, step 4 to screen VIII, step 12)
Inaccurate brand selection feedback
The text did not accurately reflect the users’ selection when attempting to reselect the brand. (See screen III, step 5 to screen IV, step 7)
Unexpected skipping behavior
Given that the size selection is logically dependent on the brand selection (see screens V and VI), users who attempted to skip the brand selection likely expected that both the brand selection and the subsequent size selection would be cleared. However, the flow did not reflect this expectation, resulting in user dropouts. (See screen V, step 8 to screen VIII, step 12)
3 / 3
Solutions
By implementing these solutions, the Size Finder flow can be optimized to provide a smoother and more intuitive user experience for ABOUT YOU shop customers.
Include a subtitle “Die Angabe der Marke dient als Größenreferenz” (“The selected brand serves as a size reference”) to provide clarity and context for users
Modify the question to suggest the selection of only one brand, reducing ambiguity and potential confusion.
Improve the visual cues to indicate the brand selection status clearly.
Update the brand name in the size selection screen if users choose to select a different brand.
Skipping the brand selection should also skip the brand size selection.
Key Takeaways
User interviews provided valuable insights into the how the users react when facing a certain issue. This emphasizes the importance of conducting thorough research to identify and address user pain points effectively.
Ambiguous wording and lack of explanations can lead to confusion and frustration for users. By clarifying questions and providing clear instructions, such as adding subtitles and improving UI cues, the user experience can be significantly enhanced.
Close collaboration between UX/UI designers and product managers with accessible research findings and interview recordings ensures informed design decisions that tackle the root cause.
