Overview
Overview
Overview
Overview
Overview
Overview
Overview
Gauri Rajmane
Tata Cliq
Helping Customer Find Their Size While Shopping Online
Tata Cliq is a e-commerce retailer based in India, serving over 10 million daily active users.
I had the opportunity to work with Tata in 2022. I owned the design for a fit assistant experience & size chart redesign to make find size easier to help solve high apparel returns & user's being unable to find size.
The design solution yielded a SUS score of 8.5/10 and a 82% increased confidence scores among users during usability testing.
Team
Nikita Shah - Project Lead & Mentor
Zoheb Sharrif - PM
Aditi Lakhotia - Senior UXR & Mentor
Anant K - Illustrator & Visuals
Bhavisya G - Stakeholder
The Problem
Tata Faced High Apparel Returns
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.
The Problem In Numbers
83.3%
Returns were due to sizing issues
1 Mil
~ INR Costs of processing returns
4 Mil
~ INR Costs of processing returns
<8%
Users used or found the sizing
information useful
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. Our data showed us that finding your size was complex for a host of reasons :
Mental Maps for Brands
Users do not want to spend a lot of time finding thier size. Guesswork allows user's to make quicker decisions.
Lack of Standardization
Less than 8% users clicked on the size chart. Additionally users indicated they did not find the size charts helpful.
Cross Brand Complexity
Users do not want to spend a lot of time finding thier size. Guesswork allows user's to make quicker decisions.
Fit & Material Variability
Users do not want to spend a lot of time finding thier size. Guesswork allows user's to make quicker decisions.
Role of Mental Models & 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.
Mental Maps for Brands
Users do not want to spend a lot of time finding thier size. Guesswork allows user's to make quicker decisions.
Lack of Standardization
Less than 8% users clicked on the size chart. Additionally users indicated they did not find the size charts helpful.
Cross Brand Complexity
Users do not want to spend a lot of time finding thier size. Guesswork allows user's to make quicker decisions.
Fit & Material Variability
Users do not want to spend a lot of time finding thier size. Guesswork allows user's to make quicker decisions.
Explorations & Testing
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.
Simple
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.
Accounting For Culuture
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.