Opportunities
Extensive observational research, market research, surveys, and user interviews have unveiled large opportunities while shopping for footwear.
In online shopping, users frequently encounter hesitation in purchasing footwear due to uncertainties with sizing accuracy and fit.
Users face challenges in efficiently finding the ideal shoe that aligns with their specific needs, preferences, and lifestyle.
Opportunity #1: In online shopping, users frequently encounter hesitation in purchasing footwear due to uncertainties with sizing accuracy and fit.
Shoe size accuracy
Researched foot characteristics
Created process to gather needed info
Comprehensive foot details
Researched how shoes fit
Created process to display details
Opportunity #2: Users face challenges in efficiently finding the ideal shoe that aligns with their specific needs, preferences, and lifestyle.
Customized user needs
Used existing Adidas technology
Worked within brand identity
Detailed shoe breakdowns
Stepping up online growth
Market research shows 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%
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%.
sole discussion
Interviews and surveys were conducted to build upon market research and uncover motivations and preferences while purchasing shoes online. 20 of 30 surveys (66%) were completed on Survicate.
Contextual interviews were completed to determine a user's journey and pain points when shopping for shoes online.
Feature adoption
84% of survey participants and all of interview participants would use an in app sizing feature if it took 5 minutes or less to complete.
Size matters
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 all interview participants would return to a company in the future with positive shopping results.
Uncertainty
During interviews, participants searching for footwear for a new activity or sport expressed uncertainty about their criteria for selecting the right option.
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?
Interview quotes
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
I iterated on ideas to refine and optimize approaches and designs for addressing online shoe-sizing challenges.
From user and task flows I developed a high-fidelity wireframe to test flows, interactions and visual hierarchies before the prototype is ready to be built.
Building a prototype to test our solutions.
the prototype was tested with our users to ensure it meets design needs and functions as intended.
Navigation flow
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.
Task flow
Users were asked to complete in-app steps while imagining they were searching for soccer cleats. This exercise aimed to identify any pain points and assess the ease of use of Adi-fit.
Camera 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.
Task flow
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.
Research 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 understand the custom UI, language and icons?
Determine effectiveness
Do the users find the prototype beneficial?
How did I pick participants?
Usability key Findings
Although the majority of tasks were completed successfully and the prototype received positive feedback, our tests revealed commonalities indicating areas for improvement.
Product matches
Users indicated they wanted more than just 100% matches for results in "Adi-fit" results.
User speculation
Users noted confusion on how to use camera during sizing process. Visual prompts were added in all screens as well as extra instructions on how to use camera as intended.
Results overload
80% of users noted a sense of being overwhelmed with the foot results. Developed a more precise section with condesnsed information.
"Adi-fit" oversight
60% of users failed to discover the "Understand your Fit" slider which allows toggle between shoe and user fit in shoe. Reordered the visual hierarchy and inactive states to utilize this feature.
From sketches to prototype through user testing and peer feedback.
Video of Prototype
reflecting on the case study
what can be learned?
Bridging the gap
Despite the allure of online shopping, some users still prefer in-person experiences. Bridging this gap is crucial. Customizable options can help users fine-tune preferences, discover suitable choices, and optimize the online shopping experience by highlighting how features benefit their play style, skill level, and physical attributes.
Future thinking
While our prototype explores future technology like LIDAR, existing applications already utilize this technology, suggesting potential for its application in footwear. Envisioning the future, particularly with advancements in AI and VR, is vital for UX/UI.
Next steps
future decisions
Expand options
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.
Further testing
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.
