BLDWN

Alleviating Customer Concerns and Mitigating Returns

Summary

BLDWN was getting a significant number of inquiries regarding their women’s fits. In order to provide a better customer experience and reduce the demand on customer service staff, we built a bespoke, interactive fit guide. The staff could direct customers to the guide. Relevant product detail pages would like to it as well.

About BLDWN

BLDWN is a modern American fashion brand for men and women. They are inspired by the stories of American design and the collective group of American artists and creative minds that have shaped global culture.

Services
  • Strategy
  • Competitive Research
  • UX, UI Design
  • Visual Design
  • Development
  • User Testing
Year
2017

With the old fit guide, it was difficult to compare fits because they had as many as 10 different ones for women. For each fit, there were measurements for only one size. Most customers would have to guess the measurements for their desired size in a particular fit.

Preparation

To accomplish our goals efficiently, we had an initial alignment meeting with all parties involved. We needed to get everyone on the same page, identify potential conflicts, solutions, and milestones.

With a plan of action, we commenced competitive analysis to see what tools already existed. Our research resulted in a few similar tools but all lacked what we considered to be key features to support customers. We pulled from a couple of brands but ultimately came up with our own solution that we believed brought together the best of both while introducing a more streamlined user experience.

Objectives

We wanted to make sure the fit guide was:

  • Easy to navigate
  • Sortable based on either fit or rise
  • Illustrated the variance between the each fit
  • Could be navigated by fit name
  • Provided measurements
  • Directed customers to their preferred fit once they discovered it
  • Had an excellent user experience both on mobile and desktop

The first part of visual design is to start organizing information and content with a wireframe.

Design Phase 1

Sketches, Wireframes and Prototypes

To accomplish our goals efficiently, we had an initial alignment meeting with all parties involved. We needed to get everyone on the same page, identify potential conflicts, solutions, and milestones.

With a plan of action, we commenced competitive analysis to see what tools already existed. Our research resulted in a few similar tools but all lacked what we considered to be key features to support customers. We pulled from a couple of brands but ultimately came up with our own solution that we believed brought together the best of both while introducing a more streamlined user experience.

Prototyping starts to flesh out the look and feel of the site so it is easy to visualize the final design. Clients benefit by being involved in each step of the process.

Design Phase 2

Development and Testing

With a clear direction and buy-in from all parties, I moved into development. In general, development was pretty straight forward.

We ran into a few difficulties with the presentation of relatively large tables of sizing information on a mobile device. The team wanted to use modal windows but Safari in iOS doesn’t work as expected with modals. If the modal size requires a user to scroll, in iOS scrolling is very unintuitive. The background, as well as the modal, will scroll and sometimes the background will scroll while the modal will not. This required me to come up with creative solutions to keep the table concise while still intuitively presenting the information.

As I wrapped up development, we continued user testing to work out any bugs. The entire process needed to be incredibly intuitive for customers. If there were bugs or any incorrect assumptions on the team’s part, we completely failed our objective of assisting customers in finding and purchasing the right fit for them. Instead, the customer would have had a worse experience than if the fit guide had not existed.

Resolution

The final result was what we considered to be the best interactive fit guide on the industry. The BLDWN team was super happy with the result. We saw a significant reduction in inquires regarding fits and measurements.

Start a conversation

Want to discuss a project, got a burning question, or want to be friends? Drop a note. Let’s chat!

Contact