Bra Fit Quiz | Mobile App & Web Fit finder
role: avp of UX // sprints: 10 // results: perfectly styled & fitted customers
01 | The problem
As digital sales accelerated during COVID and beyond, our customers increasingly turned to online channels for support with their bra-related needs. We defined this customer and non-customer segment as the “I Need Help” group. Recent qualitative and quantitative analyses by our strategists revealed a gap in our current digital experience in effectively meeting these needs, highlighting an opportunity to enhance the VS and Pink mobile apps and website to better guide customers in finding the right products. Additionally, with approximately 68% of users choosing guest checkout, we identified a strategic opportunity to encourage account creation and deepen customer engagement.
02 | Strategy
Following a detailed mapping of customer journeys, the team developed the Bra Fit Quiz to offer a choice-driven experience, empowering customers to make informed decisions.
| Content Strategy
Our content strategy aimed to build user confidence through choice, empowerment, and education. Educational resources were woven into each step, such as guidance on the impact of size and style. Additionally, we maintained a consistent brand tone, ensuring that information was clear, concise, and supportive of the user's journey.
| Research
Through extensive research, we identified three main customer segments within the “I Need Help” mindset: those needing guidance from scratch, those seeking new styles, and those evaluating their current fit. We developed quiz flows tailored to these segments and conducted user testing to refine the experience. Key findings included:
- Customer Needs & Pain Points: Participants wanted sizing recommendations and style guidance. Evidence-based answers increased user trust.
- Quiz Usability: Initial prototypes showed that text alone didn’t provide enough context. Adding visual elements improved user confidence in selecting answers.
- Content Structure: The style questions were initially too broad, mixing attributes that led to confusion. Segmenting by bra type and support level created a smoother user journey and clearer expectations.
| In Their Words
Caity, 25
Offering multiple methods to find her size:
“I like in the very beginning where it’s giving me choices of having the mirror and my go-to bra, and if not, I could talk to someone or I could do it by actual measurements.”
Laura, 38
The types of information presented in the results play a crucial role in assisting with bra shopping.
“I really liked the recommendations and two options for size [in the results]. I feel like it gave me more information about bra shopping in general... I also liked how [the results] matched up to your body type (breast shape). It’s not just like ‘Here are a bunch of bras that exist... now go shop.’”
03 | Key Experience Features
Feature Iteration, Testing, and Learning:
We tested a virtual fit feature, allowing customers to explore accurate sizing from the comfort of their homes. Initial feedback was positive, with excitement around the innovative feature leading to high early adoption. However, long-term engagement fell short, revealing that the tool needed further enhancements to maintain user interest and satisfaction over time.
Optimizing Fit:
Through analytics analysis, we identified high engagement with the “Assess My Current Bra” feature. In response, we optimized the accompanying video tutorial to enhance that part of the user experience. This addition empowered customers to either re-measure or assess their current bra fit with confidence. Additionally, by updating the mobile video player controls, we ensured an optimized, ADA-compliant experience that enhanced accessibility for all users
Style Experience:
The style path within the quiz positively impacted the average order size by encouraging customers to explore new styles that provide a more precise fit, offering a personalized shopping experience that drives satisfaction and sales.
Size Experience:
While most customers begin bra shopping confident in their current size, we leveraged this opportunity to create awareness that size and body shape can change over time through in app, onsite and social marketing channels. This approach sparked interest and drove an increase in engagement with the sizing path within the quiz.
Outcome:
The Bra Fit Finder successfully doubled conversion rates and led to a 25% increase in average order size, demonstrating the impact of a thoughtfully designed, user-centered fit experience. Customers gained confidence in their selections, keeping an average of 2.5 bras per order, and 81% of previous non-bra customers are now wearing bras. Additionally, by allowing users to save their quiz results, we saw a 5% increase in account creation, encouraging deeper engagement. This enhanced understanding of sizing fostered a stronger, trust-based relationship with the brand, underscoring the value of a personalized fit experience.
