URBN: Tailoring the User’s Experience
By: Khadijah A Malone
Tags: Retail, Product Design, Online Shopping, User Experience

Solutions to the Problem

The first steps towards improving the user’s experience and solving this problem would be to first inquire more about the customer’s sizing data when they create a profile. This would mean including questions about their preferred fit in dresses, tops, and pants; more options for their body type; keeping a record of their height, weight, and known measurements; and keeping a record of their go-to sizing. From there, we would be able to record how certain pieces preform with certain body types and make recommendations accordingly. This means matching the dimensions to the sizes in a better way. Our app should automatically be able to recommend a size for customers based on their preference, dimensions, and the recorded fit of the garment. For example, women like Stacy would be able to know that since she prefers a tighter fit and considering that a certain top has been recorded to run larger, the app automatically recommends a size that is smaller than what she normally purchases to account for her preferred fit, while also taking into consideration the reviews of those whose body types closely resemble hers. This updated sizing feature would also mean adding the ability to filter reviews based on your body type. Nobody should have to look through hundreds of reviews of people with shapes that drastically differ from theirs. Not only is it a waste of our customer’s time and efforts, but it may also confuse them more than help them if they view conflicting reviews from differing body types that do not match theirs. This could be simplified by allowing the customer to see only the reviews that would best benefit them.

Example of Sliding Scale Visualization

In addition, when first looking at the product details, a sliding scale visualization of the fit of the garment should be clear and under the description. Potential customers should not have to look through tons of reviews to gauge the fit of a garment, especially when many of Free People’s garments have an intentionally oversized fit. The fit of the garment should be front and center as they look at the product’s listing and description.

What this would mean for the user and how else this could benefit the company

These changes would contribute to an overall tailored experience for the user. Upon opening the app, they could potentially be met with clothing options that are recommended to them based on the shape and fit of the garments. For example, if a customer with a slender fit that has a history of buying crop tops, you can recommend emphasizing their shape with a wide legged, high waisted pant that is known to perform well amongst others within their category. Or this means that a girl that typically buys oversized outerwear will be recommended new jackets and coats from this season that she might enjoy that are known to have a looser fit, such as a boyfriend coat or a boxy blazer. This would overall contribute to a better knowledge of our audience and consumers. We would have a better record of what silhouettes and garment shapes sell, be able to better recommend sizes to our customers based off their preferences, it would lead to less confusion on the user’s part, less effort on the user, better product ratings, and an overall improved user experience. These changes would also be beneficial within all of the clothing retail apps that fall under URBN, including Anthropologie, Urban Outfitters, and Nuuly.