WHY

Third Love provides a unique method to help women find their perfect fit for bra. After navigating through Fit Finder I was doubting the methodology and hesitated to make a purchase. 
Nevertheless, I bought a product in the suggested size and to my surprise it fit perfectly! I wanted to help women be more confident in Fit Finder results and in turn enable brand growth

DEFINING THE PROBLEM

I believe the last step of the experience needs improvement. To validate my idea, I teamed up with a product manager and conducted a brief unmoderated UX test with 2 participants. As a result of the user test, I was able to identify multiple areas of improvement:


#1 Customers may not like the color and style of the bras suggested for purchase

#2 Customers may feel “tricked” when their email is asked before displaying Fit Finder results

#3 Customers may not trust the Fit Finder results accuracy

RESEARCH

Two unmoderated tests with 20-40 year old women

SOLUTION

Problem #1 - Add a question which helps the system understand customer’s bra style preference

Question suggested to be added

Question suggested to be added

FitFinder Questions Flow

FitFinder Questions Flow

FitFinder Questions Flow

FitFinder Questions Flow

FitFinder Questions Flow

FitFinder Questions Flow

FitFinder Questions Flow

FitFinder Questions Flow

Problem #3 - Add provable statistics on fit-finder results quality

Variants:

Fit Finder Results 0.5

Fit Finder Results 0.5

Fit Finder Results 0.4

Fit Finder Results 0.4

Fit Finder Results 0.2

Fit Finder Results 0.2

Fit Finder Results 0.3

Fit Finder Results 0.3

Fit Finder Results 0.1

Fit Finder Results 0.1