FitMate
Role
UX Lead
Visual Design
Prototyping
Project Objective
Enhance FitMate’s user interface and visual design to make it more intuitive and user-friendly, ultimately aiming to streamline user flows and minimise friction points that lead to early drop-offs.
Problem Statement
Sizing uncertainty often results in customers receiving shoes that don't fit, leading to frustration and costly returns, with online return rates at 20% compared to 8–10% in-store.
Design Process
1. Research & Analysis (key insights)
User Feedback: Analysed feedback from shoppers, highlighting frustration with sizing uncertainty and the inconvenience of returns.
Client Data Insights: Showed a high drop-off rate of 40% before users reached size recommendations or purchase options.
Competitive Analysis: Reviewed sizing tools like True Fit and Volumental for shoes, and Fit Analytics and Sizebay for clothing, identifying user engagement gaps FitMate could address.
2. User Flow optimisation
Created a flowchart to visualise the optimised user journey, which was then handed off to the development team. By mapping out the existing flow and identifying key friction points, we were able to reduce unnecessary steps. This included eliminating extra pages—such as a landing page and client home page—so users could get directly to the sizing process
3. Wireframing & Prototyping
Developed wireframes and high-fidelity prototypes to test with users, ensuring the updated flow reduced confusion while highlighting essential actions.
4. UI Design Enhancements
Design updates were captured in a comprehensive design system built in Figma, ensuring consistency across the app and making it easy to adjust for individual client branding. The system included reusable components, typography, and a flexible colour palette.
Result & Impact
During a 3-month pilot with a key client, users who used the enhanced FitMate feature saw return rates drop by 30%, from 20% to 14%.
The pilot also saw a 25% increase in user engagement, highlighting the success of the design in boosting satisfaction and reducing friction in the online shopping journey.
