True&Co. – Finding the right size

THE PROBLEM

After the True&Co. website Re-brand we saw a significant drop in conversion as well as a big shift in the cup range she was buying. Prior to the re-brand she was buying 50% standard and 50% full-cup (which are intended for women have have DD-DDD cups) Helping a customer find her size has always been a challenge in the intimates e-commerce industry. At True&Co. a big differentiator is that 90% of our offering is alpha sized products as opposed to the standard band & cup sizing women are more familiar with. The 2 inputs we need to get her to the right size are alpha size (XS-XL) and cup range (Standard A-D or Full-cup DD-DDD). The challenge is educating her on this new way to find her size and making sure she gets the right fit.


USERS & AUDIENCE

A majority of our customers are women that are 25-44 years old. About 80% of these women are using their mobile devices while on our website and these customers fall into 4 categories:

  • Women 30s - 40s who purchases 4 bras and has high price point bras in her cart (2% of customers)

  • Women 30s - 40s who purchases 2-3 bras and has medium price point bras in her cart (21% of customers)

  • Women 20s who purchases 1 bra + underwear (49% of customers)

  • Women 18-24 who purchases 1 bra (28% of customers)

TEAM & ROLE

I led a core team of 3 designers and coordinated and all facets of design including: information architecture, user task flows, interaction, visual, product, and prototyping. I also conducted user research using methods such as interviews and focus groups in order to address both user behavior and attitudes. I managed the project from beginning to end and worked closely with the engineering team to ensure that the solution was built to specifications and I was deeply integrated in the QA process.

PROCESS

When we saw the conversion drop post Re-brand as well as the heavy skew on standard size purchases we immediately set up a round of user testing. Half of the users we recruited were standard size and the other half were full-cup size. We found that the problem with the original solution was that the cup range was hidden and not visible until the user tapped an alpha size. This made those larger DD+ sized women think we didn’t carry her size. Some of these full-cupped women were abandoning and some were buying the wrong size.

Original Design.png

We then tested a simple update to the Product Detail Page (see below). We exposed the cup range selector initially as well as made those cup range options look like big selectable buttons. This update shows users all of her options up front and there are fewer steps to get there.

NewDesign.png

RESULTS

34 user interviews conducted

+10% increase in conversion

50/50 split In cup range purchases


Within days of launching this project we saw an immediate 10% increase in conversion and a more even split in cup-range purchasing. Prior to the change she was buying 70% standard and 30% full-cup - this can have significant implications when the Product Planning team purchases 1 year in advance. If we did’t get those full-cup customers to their size, we’d have an inventory overage in addition to disappointed customers. As soon as we made this simple update the cup range purchasing went back to a 50/50 even split. I learned from this experience, that the simplest solutions really are the most impactful.