“Find Your Fit” Product Quiz
Create an alternative browsing experience for the Underwear and Bra category. Allow users to narrow down their search by answering a few questions. Provide a list of product results most aligned to the user's needs.
OBJECTIVE
Led the research for benchmarking & usability studies. Analyzed the user feedback. Provided guidance to the UX team for testing set up & analysis. Worked with development on the category logic & configuration options for the quiz.
CONTRIBUTION
Platform: Web Tools: Sketch, Invision, UserZoom Date: 2021
OVERVIEW
Previous research indicated users were overwhelmed by the category assortment, particularly when shopping for underwear or bras. When shopping for underwear, users had trouble deciphering the differences in fabric options. When considering a bra, users could not determine which bra worked best for their personal needs (e.g. support, lining level).
By developing a quiz for each category, users could simply answer a few questions & be presented with products based on their preferences.
Recent data showed most users dropped off within category pages.
For this project, we focused on developing the content, logic & UI.
ROLE & RESPONSIBILITIES
Each quiz required a slightly different approach as the considerations varied per category.
For the Underwear Quiz, we referenced previous studies evaluating users' considerations browsing for underwear. Generally, users had a set style in mind, preference on fabric, followed by interest in the color & size. This information was the framework to our Underwear Quiz. We created question-types based on these specific attributes, then worked with Merchandising & Creative to write up questions & responses. To validate the approach, we launch a user survey of the question-types, followed by a usability study to test the UI.
To accurately hone-in on a user’s preference, we incorporated a point-system as well as filters to formulate results. For questions regarding underwear features & fabric, points were applied to the fabric-type users selected. As an example, when answering the question “What are you looking for in underwear?” if the user chose, “Cotton” a point would be applied to our Cool Cotton collection.
As the user answered these questions, the responses were tallied & ranked by fabric. In the scenario where two or more fabrics receive an equal number of points, we created a rank-order prioritized by Merchandising. This ranked assortment was then narrowed-down through filters for questions on style, color & size. Once users completed the quiz, the formula produced a select group of products specific to the user’s preferences.
For the Bra Quiz, we also referenced user research conducted earlier that year. For bra purchasers, we learned that everyone had specific preferences or past issues they wanted to avoid when considering a new bra. These preferences related more toward the construction of the bra as opposed to the fabric-type.
Due to this observation, we developed a different structure for the bra quiz. Instead of ranking the assortment by fabric-type, we decided to rank the bra-styles by specific attributes (e.g. lining level, coverage, wire, & closure). Based on the user's selection, the appropriate style would receive a point. We also created a rank order for when styles received the same amount of points. Similar to the Underwear Quiz, users that completed the Bra Quiz were shown 3 styles that suited their needs.
THE RESULTS
Since launching, conversion increased per category.
Of users who complete either quiz & view the results page, conversion is higher from quiz-results pages than from the main category page.
For instance, the conversion rate for users who view the results of the Women’s Underwear Quiz is currently 20.2% versus conversion on the Women’s Underwear page (8% CVR). Similarly, for Women’s Bras, the quiz-results page has a 10.3% conversion rate whereas the main category page has a 5% conversion rate.