Finding the right fit for every body.
Overview
The Iconic is the premiere online clothing retailer in Australia.
It earns revenue in the region of $350M/year, and is one of the Top 100 sites in the country.
The project
- At a glance
- Project goals
- To identify any pain points and opportunities for improvement on the Product Details Page
- To understand complexities with selecting a size and how sizing translates across different product categories
- Project team
- UX researcher
- Project duration
- Two weeks
The Iconic sells items from 700 brands. There’s around 45,000 products – with 200 more added every day. It draws about 10 million monthly visitors.
Every article of clothing sold through The Iconic is presented via its Product Details Page.
Confidence is everything for The Iconic’s customers. Customers rely on tactics like free returns, trying on items in a physical store, and repeat-buying familiar products. Reliance on these tactics deflates The Iconic’s sales and its cost outcomes.
The Iconic needed to understand which features successfully boost customers’ confidence when buying from across their product range.
The solution
I interviewed 8 of The Iconic’s customers. The customers were selected from a database, based on The Iconic’s core demographics. The interviews were semi-structured, based on a discussion guide designed to speak to the objectives.
Participants described the ways that they judge the suitability of different products, including shirts and dresses, jeans, shoes, bags, and lipsticks. Their conversations were analysed for themes and sentiments, based on The Iconic’s objectives, and then cross-referenced for demographic patterns.
Key insight
While sizing information is readily available for every product, The Iconic’s content design was missing a crucial element. The PDP features were being over-used by customers to compensate for that missing element, as a way to build up their confidence.
The results
"Very insightful and thought provoking"
– The Iconic’s lead experience designer
From speaking with only 8 customers, I could triangulate a set of issues which confirmed the product design team’s suspicions. Through my analysis, I also presented an insight which re-cast the product design team’s understanding of the relationship between their product and their customers.