Tata Cliq, Client Project
Role - Product Designer, Owned the designs for this feature
Tata Faced High Apparel Returns
Tata Cliq is a luxury e-commerce retailer based in India, serving over 4M daily mobile users. Tata faced high apparel return rates that were largely attributed to customers struggling to find the right size when shopping online ( ~ 83.5% of the returns were due to size issues). Our research confirmed the hypothesis and gave us insights into user's struggles that guided a four-part solution -
1. Modified product display page to highlighted size recommendations
2. A personalised "Find My Size" experience
3. Customer reviews enhanced with sizing insights from previous buyers
4. Modified size chart to improve clarity and accessibility of sizing details
An Iterative Approach rooted in Data
We followed a highly iterative design process that was rooted in data & user feedback.
Guessing your Size is a cognitive shortcut
Overall, habitual sizing speeds up the decision making process and reduces decision fatigue. It becomes a coping mechanism to navigate the sizing uncertainties while online shopping. The reliance on guesswork often stems from a few key factors:
Quick Decision-Making
Quick Decision-Making
Quick Decision-Making
Free Returns Promote Guesswork
Quick Decision-Making
Confidence in Personal Judgment
Lack of Reliable Guides
Inconveniene - measuring & interpreting size charts is
The Role of Mental Maps and Sizing Complexity
Over time, users develop a mental map of how certain brands fit them based on past experiences. They use this as a guide instead of checking the size guide every time, assuming their size in one brand will fit similarly in another.
Lack of Standardization in Sizing
Mental Map for Loyal Brands
Brand-Specific Size Variability
Fit & Material Variability
Explorations
Since the goals & user characteristics of our 3 user groups are very different, I though of having different features and information available based on the user's role in the company.
A Multi-Fold Approach
While our primary solution is a fit assistance & enhanced chart. They require some effort from the user. Seeing that less than 8% users click on size chart, we may see users who do not engage with these tools. We want to make sizing information evident on pages users will def interact with - that is reviews (that sees a great engagement rate), PDP page - where they have to select their size to add to cart.
Fit Assistant
Enhanced Customer Reviews
Highlighting Recommendation Upfront
Size Chart Redesign
Personalisation with the Fit Assistant
Size Chart Redesign : Providing Adequate Information
PDP Changes: Making it sizing considerations evident
Customer Insights into Size