My Responsibilities: UX Design
The ASOS brand is all about inclusivity. Customers of all shapes and sizes can shop at ASOS, as there's a wide range of products split into different ranges like Plus Size, Petite, etc.
The problem is, actually working out which items will fit can be quite a challenge. Unless you're the exact size of the model in the product image (which is highly unlikely) then how do you judge how an item will look on you?
Defining the problem
There are several ways to look at the problem around size and fit:
- Body shapes, especially on women, are highly varied.
- Different clothing styles fit in different ways
- Different brands make the same style of clothing but cut it differently
Unless a customer can get a good idea of how an item would look on them, and given the above variables, that's quite a challenge, how can they be confident in what they're buying?
A service provider we were interested in had put together a system that lets customers share pictures of themselves wearing items of clothing, and those items can be tagged to the correct items on an ecommerce website. Shoppable selfies, if you will.
After trialling the system, it appeared to work quite well in the fact that customers were delighted by the presence of real people wearing an item, but unfortunately the system was not as reliable as we'd hoped, and we didn't have enough control over the experience in the ways we needed.
Designing a service
Right away, there was quite a large elephant in the room:
"How do we get customers to upload and tag images of themselves wearing ASOS clothing?"
It seemed a little much to ask. When we trialled the previous system, customers were uploading images but not in numbers we were happy with. Products had to be manually tagged by our internal teams, and moderation was a challenge. We did, however, receive uploads by the way of an Instagram tag, #ASOM. The system we used would automatically pull in the images and an administrator at ASOS would attach the appropriate products to the images.
On the ASOS website, the customers would also need a way to browse and add #ASOM images. We gathered earlier on that the target market would be quite niche, as the "need to broadcast" is something that only a small amount of the population tends to require, at least when talking about fashion.