Designing a More Confident Fashion Shopping Experience with Body Measurement

Our goal was to revolutionize the fashion industry by introducing an innovative measurement app to help users discover and shop for fashion. With our app, users can seamlessly explore the latest fashion trends, find the perfect fit, and confidently make purchases. I am committed to enhancing the user experience, making the journey of fashion discovery enjoyable and free of any hassle. Let's make fashion more accessible and fun for everyone!

Problem statement

I investigated the friction and decision-making challenges faced by online fashion shoppers, particularly women aged 18 to 50. The focus was on understanding how fit, sizing, quality, style, pricing, and confidence influence the decision to purchase clothing online.

  • Date

    Dec 2020

  • Client Name

    Mezura AI

  • Tools

    Research, Benchmark, Personas, User flow, Wireframes, Prototypes, UI

Research

Empowering Fashion Shoppers: Addressing Pain Points and Enhancing the Online Shopping Experience

Through research, I explored the main sources of uncertainty in online fashion shopping: finding the right fit, understanding individualized sizing, judging quality without seeing the garment in person, matching products to personal style, evaluating price, and feeling confident enough to complete a purchase.

The product concept addressed these challenges through a body-measurement experience that could support more relevant sizing and recommendations. The broader goal was to reduce uncertainty between discovering a garment and deciding whether it was right for the user.

This positioned the measurement experience as more than a standalone feature: it became part of a wider shopping journey designed around fit, personal preferences, product information, and confidence.

Personas
Personas
Personas
Personas

Research

Enhancing the Fashion Shopping Experience: Addressing Key Pain Points and Empowering Customers

The research helped translate a broad fashion-shopping problem into a set of concrete user needs. Fit and individualized sizing were closely connected to purchase confidence, while quality, style, and pricing influenced whether users considered a product relevant and worth buying.

Personas
Personas
Personas
Personas

Define

Surveys+Interviews = Personas

We used the research findings to define the needs, goals, frustrations, scenarios, and behaviours that were most relevant to the shopping experience. This helped turn a broad audience into a clearer representation of the people the product needed to serve and the problems the experience needed to solve.

Through user interviews and surveys, we created Jane Petterson as a persona that consolidated the main research insights. Jane captures the goals, frustrations, scenarios, and expectations that shaped the product direction. A central need was to make it easier to find the right size for each clothing item, evaluate quality and price, and discover recommendations that fit the user's personal style.

The persona's introduction captures the core expectation behind the experience:

“I would like to have a solution for online shopping where I can easily find my size for each clothes item, buy them at a reasonable price, and assure that they have a good quality. I would also like to get some trends recommendations that fit with my personal style”
Some audios from user interviews
Personas

Defining

Mobile user flows

With the core user needs defined, I mapped the primary mobile journey and prioritized the features that users would encounter during the initial experience. The flow connected onboarding, body measurement, and shopping so the measurement capability supported the larger product journey rather than becoming an isolated step.

The body measurement flow was designed around clarity and guidance. Audio and visual feedback were incorporated to communicate progress, explain what users needed to do, and make the interaction easier to follow.

The resulting flow established a clearer path from entering the product to obtaining useful measurement information and continuing into the shopping experience. The design goal was to reduce uncertainty and make the experience feel more predictable for users.

ux-research
ux-research

UI Design

UI V1

Data

User testing

During the initial beta release, I introduced micro-interactions as part of the product's guidance system. Rather than treating them only as visual details, I used them to communicate states, provide feedback, and help users understand how to interact with key elements of the experience.

This was particularly important for a product involving body measurement, where users need clear signals about progress and the next action. The interaction patterns helped make the experience easier to understand while providing a foundation for iteration as feedback was gathered.

The beta therefore became an opportunity to validate not only the visual design, but also how the interaction model communicated guidance, feedback, and confidence throughout the experience.

UI Design

UI V.2

Final Results

With the second release, the experience evolved toward more personalized recommendations and a clearer relationship between user preferences, sizing information, and product discovery.

The product concept used big data and predictive algorithms to understand users' clothing preferences and anticipate relevant trends. This created an opportunity to move beyond generic product discovery and make recommendations more aligned with individual fashion tastes.

From a UX perspective, the interface and interaction model were refined to support that personalization while keeping the shopping journey understandable. The objective was to reduce the effort involved in finding relevant products and sizing information and help users move from discovery to purchase with greater confidence.