Role: Lead UX/UI Designer Team: 1 UX Designer, 1 UX Researcher, 1 Product Owner Timeline: 8 Weeks

At Abercrombie & Fitch, we recognized that fit is a crucial factor influencing purchase decisions. Despite implementing various fit features, many customers still expressed uncertainty about selecting the right size. Our goal was to enhance customer confidence in sizing choices during online shopping

Through a comprehensive site audit, analysis of customer feedback, and data analytics, I identified key issues contributing to customer uncertainty:

Fit information was difficult to locate

Details were scattered across the product page

Inconsistencies in presentation

Information lacked relevance to individual products

Content wasn't relatable to diverse customer needs

To address these challenges, we focused on five strategic goals:

Discoverability: Ensure fit information is easy to find

Consolidation: Centralize all fit-related details

Consistency: Standardize the presentation across products

Contextual Relevance: Tailor information to specific products

Relatability: Present content that resonates with a diverse customer base

I began with sketches and wireframes to conceptualize options for where this size information could be. These concepts went through multiple rounds of feedback and usability testing to ultimately take us to the final solution.

Our solution created a "hub" for fit information, in a place customers are already expecting this information to be - the Size Guide. 

Product-specific fit details

Contextual information relevant to each item

A snapshot of all size-related data to aid decision-making

Implementing the new Size Guide led to a statistically significant increase in Revenue Per Visitor (RPV) during A/B testing. Given its success, the feature was rolled out to all site traffic.

Live Example:https://www.abercrombie.com/shop/us/p/essential-sunday-mock-crew-54349319?categoryId=12843&faceout=model&seq=02