2022
ELIMINATING
SIZE CONFUSION
How do you explain size online? I tackled high return rates at Paul Valentine by shifting from abstract measurements to clear, familiar visual references.
BRAND
PAUL VALENTINE
UX/UI + CRO
2 MONTHS
A significant share of customer support tickets at the time were specifically driven by questions regarding product size.
Returns data and product reviews showed a strong overlap with these inquiries. One category stood out clearly: Watches.
The Summer Sale was the ideal sweet spot. It generated enough traffic to get significant data, but carried far less risk than peak holiday season.
This timeline provided a crucial safety net. It allowed us to validate the solution and iterate on the design just in time for the critical Black Week.
Failed alternative #1 Model Photography
We rejected relying solely on models. Differences in wrist thickness and camera angles made it impossible for users to judge the actual watch size accurately.
Failed alternative #2 Custom Code Widget:
We discarded complex "Find Your Size" tools due to high technical dependency. We needed a low-tech, high-impact visual fix that didn't require user input.
