Case Study: Adi-fit
Adi-Fit was developed to help users utilize more accurate sizing and understand features within products to match performance needs.
Project Breakdown
Background
The apparel industry, particularly clothing and shoe companies, faces a significant challenge in revenue loss due to returns caused by incorrect sizing. This issue not only impacts profitability but also affects customer satisfaction and brand reputation.
Timeline
Tools Used
My Role
Scope
Challenge
Devise and implement effective solutions within the Adidas app that enhance the user experience by assisting users in accurately determining the right shoe size, thereby reducing returns and improving overall customer satisfaction.
How did we arrive here?
defining the problem
BY uncovering pain points
I discovered large gaps between user shopping experience online versus brick and mortar locations.
Sizing and fit uncertainty hinders online shoe purchases.
Matching shoes to specific user needs online is difficult.
through market Research
understanding the numbers
As online shopping grows, addressing sizing issues is crucial to enhance the shoe shopping experience, minimize returns, and maximize profits.
+10%
Average growth of US online shoe industry between 2018 and 2023.
46%
of users that are more likely to make online purchases for shoes if they know that it will fit.
40%
Shoes bought online typically have the highest return rates at 30% to 40%.
Interviews & Surveys
Research Findings
A majority of participants struggled to find the correct shoe size, particularly when trying new brands or styles.
A quick in-app sizing tool would significantly improve the shopping experience and increase customer loyalty. Additionally, providing clear guidance on shoe selection for specific activities could further enhance customer satisfaction.
Feature adoption
84% of survey participants and all interview participants would use an in app sizing feature if it took 5 minutes or less to complete.
Sizing difficulties
72% of survey participants and all interviews have had a difficult time finding the correct size with new companies.
Positive returns
100% of survey and interview participants would return to a company in the future with positive shopping results.
Selection uncertainty
All interviewees were unsure how to choose shoes for new activities during their user task.
Research run-down
What were my survey demographics?
Who were my interview participants?
Hunter
36 years old
Morgynn
26 years old
Stacy
38 years old
Stephen
36 years old
What were the interview goals?
User behavior
Understand user needs, wants, goals, and frustrations during an online shoe purchase.
Navigating the unknown
Observe the comfortability of users sizing shoes with unfamiliar brands online.
Something new
Factors that would increase the likelihood of trying new footwear brands.
User perception
Assess how users assess the trustworthiness and credibility of Adidas, including factors like website design, customer reviews, return policies, and brand reputation.
How did I choose interview participants?
What did our interviewees have to say?
Selection overload can be a problem, there's just too many option out there...
Hunter
If I'm not familiar with the brand, I typically just guess my shoe size and hope for the best.
Stacy
ideating possible solutions
What do our users need to help them with the online shoe shopping process?
user goals
Easily find shoes online that fit
Discover the best shoes based on need
possible solutions
Create a reliable sizing recommendation tool
Build a tool that assists users in selecting shoes based on specific requirements.
analyzing to design
HOW MIGHT WE ELIMINATE THE CONFUSION ASSOCIATED WITH ONLINE SHOE SIZING AND EMULATE THE IN-PERSON SHOE FITTING EXPERIENCE?
a User Persona was created...
to develop user flows.
cleat research Flow
In an attempt to find a community in a new city, Amanda joins an indoor flag football team. Knowing nothing about the indoor cleats required to play, Amanda begins researching indoor turf cleats online.
to understand user and app feature needs.
to build wireframes
I built a prototype
to test the solutions that were developed to help users find the right shoes that fit.
user goal
Easily find shoes online that fit
Attempted solution
Create a reliable sizing recommendation tool.
measuring a foot
Developed a LIDAR-based foot mapping process using iPhone cameras to create a 3D foot model aligned with shoe manufacturer lasts. The process captures comprehensive foot data, including top, inside, outside, and bottom measurements.
User instructions
Comprehensive visual tutorials and step-by-step instructions guided users through the four-step foot measurement process. Each measurement included progress bars, visual cues, and clear success/failure indicators to ensure accurate results.
foot measuring results
The results page provides a comprehensive breakdown of user foot measurements, including width, arch height, length, and ankle height. Clear explanations accompany each measurement, detailing its impact on shoe fit and overall comfort.
user goal
Discover the best shoes based on need
Attempted solution
Build a tool that assists users in selecting shoes based on specific requirements.
relevant user information
Height and weight influence shoe design by informing body proportions and weight distribution, impacting fit, comfort, and overall aesthetics.
user discovery
I developed a series of questions based on Adidas shoe line and the potential needs of a user. Research into soccer and indoor cleats helped determine different cleats needs based on play surface requirements, play styles, position needs, and skill level.
tailored shoe results
The results page offers tailored shoe suggestions based on user input. A limited selection of options is presented to the user, each detailed with foot fit and benefit information based on specific shoe features.
Testing the prototype
I conducted moderated usability tests to determine effectiveness of solutions
4 tasks
5 users with little to no Adidas shoe size knowledge
Completed and recorded over Zoom
Determine proof of concept validity
User insights and impressions
Usability breakdown
Who were my 5 users?
Chelsea
36 years old
Daryl
33 years old
Janaii
31 years old
Rainer
32 years old
Whitney
36 years old
What were the usability goals?
Understanding purpose
Determine if users can discover an in-app feature and understand its purpose easily.
Ease of use
Discover if the users can operate the flows without pain points.
Understanding UI
Do the users enjoy the custom UI, language and icons?
Determine Effectiveness
Uncover any features are lacking within the prototype.
What were my usability tasks?
Navigation
Users were assigned the task of locating an indoor soccer cleat to identify where the need would be for the entry point to a shoe-size feature.
Point of entry
Users were assigned the task of locating an indoor soccer cleat to identify where the need would be for the entry point to a shoe-size feature.
Sizing flow
Users were assigned the in-app camera flow task to identify pain points and assess ease of use of users measuring their own foot.
Find the best cleat
Users were instructed to choose the cleat that fits them best and add it to their bag. This task aimed to identify pain points, assess the effectiveness of results, and evaluate its ease of use.
How did I pick participants?
Iterating on usability findings
Turning insights into actions
painpoint
80% of users reported feeling overwhelmed by the volume of foot measurement data presented.
Attempted solution
Using Hick's Law principles, I presented limited information that could be viewed in-depth if user desired to eliminate information overload and/or decision fatigue.
Pain Point
80% of participants voiced confusion on how to use the camera during the sizing process.
Attempted solutions
Visual prompts were enhanced in all camera screens
Added concise phrasing on instructions to help users to use camera as intended
Iterations
Drag the slider from left to right to see the progression from early sketches to the final High-fidelity prototype.
Video of the Prototype
reflecting on the case study
what can be learned?
Personalizing purchases
Customization is key for online shoppers seeking in-person experiences. Tailored options enhance the online shopping experience.
Look beyond the present
LIDAR, already in use today, offers promising applications for footwear. AI and VR will be crucial for designing future-focused UX/UI experiences.
Next steps
future decisions
Further refinement
To optimize user experience in the app, further exploration of diverse shoe options (e.g., football cleats, skateboard shoes, basketball shoes) and refining filtering methods with more specific questions would be advantageous.
Refinement research
Utilizing A/B testing, card sorting, and understanding user preferences can help determine the most effective approach to meet user needs in selecting their shoe options.
