Introduction and premise.
This was a case study that me and four classmates conducted over the course of our first term at IT-Högskolan.
The goal of this study was to research the causes behind the large amount of refunds at a hypothetical clothing retailer and then remedy this using UX-Design principles such as design-thinking methodology, user interviews and prototyping.
Refunds at online clothing retailers - Causes and prevention.
Refunds at online clothing retailers - Causes and prevention.
Introduction and premise.
This was a case study that me and four classmates conducted over the course of our first term at IT-Högskolan.
The goal of this study was to research the causes behind the large amount of refunds at a hypothetical clothing retailer and then remedy this using UX-Design principles such as design-thinking methodology, user interviews and prototyping.
Introduction and premise.
This was a case study that me and four classmates conducted over the course of our first term at IT-Högskolan.
The goal of this study was to research the causes behind the large amount of refunds at a hypothetical clothing retailer and then remedy this using UX-Design principles such as design-thinking methodology, user interviews and prototyping.
Three key questions
Three key questions
What factors contribute to purchases that lead to refunds?
What changes in the user interface, product presentation and buyer process can help customers make better, informed purchases?
Can changes in the information architecture and UX-Writing change customer behaviour?
What factors contribute to purchases that lead to refunds?
What changes in the user interface, product presentation and buyer process can help customers make better, informed purchases?
Can changes in the information architecture and UX-Writing change customer behaviour?
Our methods.
To answer these questions, we first distributed a screener survey to identify people who would be suitable for interviews. Our goal was to find both frequent and infrequent online shoppers.
Although it was admittedly tough to get people to participate in the interviews, we managed to secure five candidates.
Our questions focused on understanding the reasons behind refunds and gaining insights into their current shopping experiences.
After the interviews, we created two personas based on the candidates and developed a customer journey map to visualize their entire process and highlight pain points.
Next, we moved on to prototyping and brainstorming potential solutions to their problems. We hosted a workshop with our classmates so they could test our first prototype and provide feedback and suggestions for improvement before we began user testing with the interview candidates.
To answer these questions, we first distributed a screener survey to identify people who would be suitable for interviews. Our goal was to find both frequent and infrequent online shoppers.
Although it was admittedly tough to get people to participate in the interviews, we managed to secure five candidates.
Our questions focused on understanding the reasons behind refunds and gaining insights into their current shopping experiences.
After the interviews, we created two personas based on the candidates and developed a customer journey map to visualize their entire process and highlight pain points.
Next, we moved on to prototyping and brainstorming potential solutions to their problems. We hosted a workshop with our classmates so they could test our first prototype and provide feedback and suggestions for improvement before we began user testing with the interview candidates.
Our methods.
To answer these questions, we first distributed a screener survey to identify people who would be suitable for interviews. Our goal was to find both frequent and infrequent online shoppers.
Although it was admittedly tough to get people to participate in the interviews, we managed to secure five candidates.
Our questions focused on understanding the reasons behind refunds and gaining insights into their current shopping experiences.
After the interviews, we created two personas based on the candidates and developed a customer journey map to visualize their entire process and highlight pain points.
Next, we moved on to prototyping and brainstorming potential solutions to their problems. We hosted a workshop with our classmates so they could test our first prototype and provide feedback and suggestions for improvement before we began user testing with the interview candidates.
Key findings.
The biggest reason for refunds was incorrect sizing. Nearly all the users we interviewed found that online clothing retailers didn’t provide sufficient ways to ensure that the items they were buying would fit properly.
Another recurring issue was that users struggled to find models who resembled their specific body types. Curvier and taller models were seldom featured, which led users to make "riskier" purchases, uncertain whether the item would fit their body type.
Additionally, users noted that size guides and clothing measurements across different websites were inconsistent. This left users unsure whether, for example, a size 35 from one store was the same as a size 35 from another.
Detailed sizing and suggestions.
The two main things we focused on was creating a better sizing guide and a way for users to add their measurements to their profile so that it can suggest sizes for you based on your preferences.
Parents can also add profiles for their kids to make it easier to shop for them.
Key findings.
The biggest reason for refunds was incorrect sizing. Nearly all the users we interviewed found that online clothing retailers didn’t provide sufficient ways to ensure that the items they were buying would fit properly.
Another recurring issue was that users struggled to find models who resembled their specific body types. Curvier and taller models were seldom featured, which led users to make "riskier" purchases, uncertain whether the item would fit their body type.
Additionally, users noted that size guides and clothing measurements across different websites were inconsistent. This left users unsure whether, for example, a size 35 from one store was the same as a size 35 from another.
Key findings.
The biggest reason for refunds was incorrect sizing. Nearly all the users we interviewed found that online clothing retailers didn’t provide sufficient ways to ensure that the items they were buying would fit properly.
Another recurring issue was that users struggled to find models who resembled their specific body types. Curvier and taller models were seldom featured, which led users to make "riskier" purchases, uncertain whether the item would fit their body type.
Additionally, users noted that size guides and clothing measurements across different websites were inconsistent. This left users unsure whether, for example, a size 35 from one store was the same as a size 35 from another.
Detailed sizing and suggestions.
The two main things we focused on was creating a better sizing guide and a way for users to add their measurements to their profile so that it can suggest sizes for you based on your preferences.
Parents can also add profiles for their kids to make it easier to shop for them.
Our methods.
To answer these questions, we first distributed a screener survey to identify people who would be suitable for interviews. Our goal was to find both frequent and infrequent online shoppers.
Although it was admittedly tough to get people to participate in the interviews, we managed to secure five candidates.
Our questions focused on understanding the reasons behind refunds and gaining insights into their current shopping experiences.
After the interviews, we created two personas based on the candidates and developed a customer journey map to visualize their entire process and highlight pain points.
Next, we moved on to prototyping and brainstorming potential solutions to their problems. We hosted a workshop with our classmates so they could test our first prototype and provide feedback and suggestions for improvement before we began user testing with the interview candidates.
Gentle reminders.
Reminding users to check the sizing guide and providing clear UX writing in a friendly tone helped encourage users who might not normally refer to the guide to give it a try.
Gentle reminders.
Reminding users to check the sizing guide and providing clear UX writing in a friendly tone helped encourage users who might not normally refer to the guide to give it a try.
Gentle reminders.
Reminding users to check the sizing guide and providing clear UX writing in a friendly tone helped encourage users who might not normally refer to the guide to give it a try.
Proposed solutions & Prototype
For our prototype we based the design on an existing clothing retailer that came up multiple times in our interviews. We chose to iterate on the existing design with new and more detailed ways for users to make purchases they were confident were right.
We also developed a feature that allowed users to 'reserve' an item if they were unsure whether the one they purchased would fit. This was our attempt to reduce the practice of buying multiple sizes and returning all but the one that fit.
Proposed solutions & Prototype
For our prototype we based the design on an existing clothing retailer that came up multiple times in our interviews. We chose to iterate on the existing design with new and more detailed ways for users to make purchases they were confident were right.
We also developed a feature that allowed users to 'reserve' an item if they were unsure whether the one they purchased would fit. This was our attempt to reduce the practice of buying multiple sizes and returning all but the one that fit.
Conclusion
Our features were intentionally simple, as we didn’t aim to reinvent the wheel. Instead, our focus was on presenting the available information in a clearer and more intuitive way to guide users through the process.
All of the original interview candidates tested our prototype, and the feedback was overwhelmingly positive.
Conclusion
Our features were intentionally simple, as we didn’t aim to reinvent the wheel. Instead, our focus was on presenting the available information in a clearer and more intuitive way to guide users through the process.
All of the original interview candidates tested our prototype, and the feedback was overwhelmingly positive.
Conclusion
Our features were intentionally simple, as we didn’t aim to reinvent the wheel. Instead, our focus was on presenting the available information in a clearer and more intuitive way to guide users through the process.
All of the original interview candidates tested our prototype, and the feedback was overwhelmingly positive.
Proposed solutions & Prototype
For our prototype we based the design on an existing clothing retailer that came up multiple times in our interviews. We chose to iterate on the existing design with new and more detailed ways for users to make purchases they were confident were right.
We also developed a feature that allowed users to 'reserve' an item if they were unsure whether the one they purchased would fit. This was our attempt to reduce the practice of buying multiple sizes and returning all but the one that fit.
Detailed sizing and suggestions.
The two main things we focused on was creating a better sizing guide and a way for users to add their measurements to their profile so that it can suggest sizes for you based on your preferences.
Parents can also add profiles for their kids to make it easier to shop for them.