GILT: Fitting Tool

Integrating features into an existing product

Carla Giannina
Sep 12, 2016 · 9 min read

Fashion is one of my favorites topics, so I felt very delighted with the idea of creating a new social feature for our client GILT. This company is an online marketplace that offers daily sample flash sales, specializing in luxury fashion and high-end lifestyle.

I worked in a team of three with Nick Tejada and Lakshmi Priya and the timeframe for this project was two weeks. Yay!

The Research

Survey & User Interviews

Successful results of our online survey in a tight deadline

While Priya and Nick would be focused in the Competitive and Comparative as well as heuristic evaluation, I was in charge of creating all the interview scripts and conduct the interviews for the users preselected out of the screener. We conducted a total of 7 users interviews, and they were were chosen based on their shopping behaviors.

Here some remarkable quotes from the interviewees:

“I don’t like buy clothing, online it would furniture, decoration, underwear” — Jessica, GA Student

“Part I don’t like about shopping online, sometimes you don’t get what you expected.” — Nancy, Project Manager

I already had some strong assumptions related with the fashion online industry that were corroborated with the interviews results. The data revealed that the current main competitors were Haute Look and Rue lala. These companies have a strong presence they developed similar marketplace apps for the same purpose as GILT and offering daily sample sales with specific and short deadlines to push customers to purchase fast. Amazon and ASOS were mentioned during the surveys and interviews. However, these eCommerces were not included as direct competitors since they are not specialized in luxury flash sales, although they are an important reference in online shopping (ASOS for fashion, Amazon for general purchases).

Key Takeaways

  • Customers care about exclusivity of top brands in affordable prices.
  • Deals and promotions are the main motivation to purchase online.
  • Intense shopping behaviors are frequently shown in female audience.
  • This online behavior decreases when purchases are focused in apparel.
  • Users trust other user reviews, being this a very important factor to determine a final sale.
  • Purchase clothing through online stores generate a deep frustration into customers due to item oftentimes is not the quality as expected or does not fit well.
  • According to the data, the attributes more valued in an eCommerce website is a simple navigation, detailed product descriptions, high-res photos and filter to narrow the results in order to offer a positive shopping experience.
  • Shipping options and return policy are a key factor that influence to customers in their purchase decisions.
  • Users do not buy through social media. Social Media channels are mainly use to get trends inspiration.

On the other side, our competitive analysis generated the following key insights:

  • Gilt provides an inclusive catalogue of items and brands that makes it an easy and accessible place to shop online.
  • Similar apps like The Hunt and Polyvore provide more freedom and allows users participate in a social activities like comments or share wardrobes and outfits.
  • Navigation on the other apps can be challenging because of their enormous amount of categories. This factor affects directly to the customer that could experiment a decision paralysis due to too many choices available.
  • Gilt’s consistency and web standards are mainly good. The company is consistent throughout all of the app’s pages, as well as in line with the Gilt brand and the desktop site.

The Problem

Ideation

  • Style Board: A fashion feature where users can collect items in order to create and share outfits dynamically in their profile. This feature also is based on popularity, and the app shows other user’s style boards to get inspiration or exchange reviews.
  • Fitting Tool: This tool helps customers choose the correct size since each brand has their own sizing chart. Based on their measurements and body shape information, the system connects with the returns database to know how many times that item has been returned for wrong size reasons. This way the sizes they suggest have 95% accuracy based on this data.

As the data as demonstrated, the uncertainty of not knowing about if the product will reach their expectations and if the item will fit or suit them properly generate a distrust that could damage in long term the loyalty of customers, being this one of the main reasons of returns. The scenario of those customers that decide to buy apparel online is not better due to a poor sizing system. Some brands have their own factory patterns, making standard sizes inaccurate even if they use the American conversion. The situation repeats if we talked about international companies where they use a different sizing chart . This negative experience have a negative impact that ends in a return process which is time-consuming for customers, and one of the main reasons that retailers lose million of dollars.

Note: The initial idea was develop “Fitting Tool” and “Style Board” simultaneously for this project. However, our timeframe was extremely short that we decided focused this iteration only for the Fitting Tool since is resolving a problem that will have enormous impact in the company’s revenue.

Persona: Introducing Lauren

I was in charge to create the persona, scenario and use case. Once I did, I shared the first draft that was approved by the team. I really enjoyed this part of the project because I felt very identified with the quote “I don’t have time to check all those amazing fashion deals!”.

Lauren is a hardworking bee, smart, chic and price conscious. She loves to get quality at the best price and she is also a fashion follower. She hesitates to shop clothes online because she is an in-store traditional shopper. However she is willing to try, since she knows retailers offer amazing online deals in haute couture items.

GILT has the deals and the fashion, but it doesn’t have the in-store experience. We need to convince Lauren that we can offer her a similar positive experience with our features when she purchases clothes online.

Designing For GILT

User Flow

Fitting Tool User Flow for GILT

App Map

Prototyping

Some of my paper prototypes

We were excited to see the first sketches and we started to debate how to integrate these new tool into the GILT app.

User Testing

Some wireframes that I made for our Mid-Fidelity prototype
Session with Maor

“If there was an indicator that that (added item to style board) would’ve happened it would be clearer” — Maor, GA Student

Session with Lindsay

“I like the fitting tool…it’s pretty detailed” — Lindsay, GA Student

Both of our users agreed that the “Fitting Tool” was very easy to understand. However, we were having important issues with our “Style Board” feature.

Iteration

Home — Popup

Fitting Tool Pop-up

  • Include images for the body shape (they were placeholders).
  • System messages more clear, bigger.
  • Fitting Tool icon should look more like a button.

Style Board Screen

  • Include images to understand the interface better.

Final Prototype

Link: http://invis.io/ZS9LSR3DJ

What I Learned

Conciliate With Your Team

Never Lose Sight Of The Product’s Purpose

Next Steps

  • Redesign body shape icons.
  • Design “Size profile” screen.

Carla Giannina

Written by

Product Designer | Women in Tech & STEM Lover. VR, AR & AI enthusiast. Dan Dan Noodles Expert. Conscious Human Being. Always Iterating.