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
services
services
services
services
services
services
services
UX/UI + CRO
DURATION
DURATION
DURATION
DURATION
DURATION
DURATION
DURATION
2 MONTHS
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CHALLENGE
CHALLENGE
PAUL VALENTINE was facing high return rates alongside an overloaded customer support team. By analyzing internal data, two key signals became clear:
PAUL VALENTINE was facing high return rates alongside an overloaded customer support team. By analyzing internal data, two key signals became clear:
PAUL VALENTINE was facing high return rates alongside an overloaded customer support team. By analyzing internal data, two key signals became clear:
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.
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GOAL
GOAL
The primary objective was to reduce size-related returns and support tickets. PV needed a solution that could be validated quickly in time for the upcoming Summer Sale.
The primary objective was to reduce size-related returns and support tickets. PV needed a solution that could be validated quickly in time for the upcoming Summer Sale.
The primary objective was to reduce size-related returns and support tickets. PV needed a solution that could be validated quickly in time for the upcoming Summer Sale.
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.
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.
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.
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.
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.
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SOLUTION
SOLUTION
I implemented a dual solution: a comparison overlay for instant scale and a simplified size guide. This replaced abstract specs with tangible, real-world visual references.
I implemented a dual solution: a comparison overlay for instant scale and a simplified size guide. This replaced abstract specs with tangible, real-world visual references.
I implemented a dual solution: a comparison overlay for instant scale and a simplified size guide. This replaced abstract specs with tangible, real-world visual references.
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.
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ROLLOUT STRATEGY
ROLLOUT STRATEGY
To minimize risk before the sale, I tested the solution on two best sellers: Retrospecta and Iconia Watch. The data confirmed our hypothesis quickly, allowing us to scale the feature across the entire category.
To minimize risk before the sale, I tested the solution on two best sellers: Retrospecta and Iconia Watch. The data confirmed our hypothesis quickly, allowing us to scale the feature across the entire category.
To minimize risk before the sale, I tested the solution on two best sellers: Retrospecta and Iconia Watch. The data confirmed our hypothesis quickly, allowing us to scale the feature across the entire category.
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IMPACT
IMPACT
Fewer returns and support tickets by translating size into clear visual references, successfully reducing uncertainty at the moment of decision.
Fewer returns and support tickets by translating size into clear visual references, successfully reducing uncertainty at the moment of decision.
Fewer returns and support tickets by translating size into clear visual references, successfully reducing uncertainty at the moment of decision.
Fewer Carts Abandoned
Fewer Carts Abandoned
Fewer Carts Abandoned
Fewer Carts Abandoned
Fewer Carts Abandoned
Fewer Carts Abandoned
Fewer Carts Abandoned
Fewer Carts Abandoned
Fewer Carts Abandoned
Fewer Tickets
Fewer Tickets
Fewer Tickets
Fewer Tickets
Fewer Tickets
Fewer Tickets
Fewer Tickets
Fewer Tickets
Fewer Tickets
Increase in positive feedback
Increase in positive feedback
Increase in positive feedback
Increase in positive feedback
Increase in positive feedback
Increase in positive feedback
Increase in positive feedback
Increase in positive feedback
Increase in sales
Increase in sales
Increase in sales
Increase in sales
Increase in sales
Increase in sales
Increase in sales
Increase in sales
Increase in sales
Increase in sales
Increase in sales
Increase in sales
More Works More Works
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART
INTO EVERYTHING YOU DO
PUT YOUR HEART
INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO
PUT YOUR HEART
INTO EVERYTHING YOU DO
PUT YOUR HEART
INTO EVERYTHING YOU DO
PUT YOUR HEART INTO EVERYTHING YOU DO