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ASOS - Size and Fit Discovery

  • Dipa Thanki

A strategic ideation workshop focusing on improving the Size & Fit experience at ASOS.

ASOS - Size and Fit Discovery by Dipa Thanki
OVERVIEW
ASOS - Size and Fit Discovery by Dipa Thanki
DISCOVERY + INSIGHTS
CUSTOMER JOURNEY MAP
Through customer journey mapping, we uncovered key triggers and actions a user may take during their purchase process, focusing on critical steps from 'I Engage' to 'I Return.' We used these insights weekly to guide our user interviews.
ASOS - Size and Fit Discovery by Dipa Thanki
CUSTOMER INTERVIEW INSIGHTS
We asked customers about recent online shopping struggles with Size & Fit that led to returns, uncovering insights to identify pain points and common themes.
ASOS - Size and Fit Discovery by Dipa Thanki
OPPORTUNITY SOLUTIONS TREE
Using these insights, we created an opportunity solutions tree to prioritise key problems.

This allowed us to group common themes and identify opportunities, which we then translated into 'How Might We' questions.

During the ideation workshop, activities like HMW sessions and effort-impact scaling helped us generate and refine actionable solutions.
ASOS - Size and Fit Discovery by Dipa Thanki


ASOS - Size and Fit Discovery by Dipa Thanki
IDEATION WORKSHOP
The workshop gave us a shared understanding of the existing customer opportunities with Size & Fit at ASOS today.
ASOS - Size and Fit Discovery by Dipa Thanki
ASOS - Size and Fit Discovery by Dipa Thanki
OUTCOMES & ASSUMPTION TESTING
We conducted assumption tests based on our findings to validate our insights. One key outcome was the “Size Up / Size Down” slider, designed to offer clearer fit guidance using other customers’ reviews.

We tested two designs displaying "runs large/runs small" information at the top of the page: one with slider messaging and another with text only. Customers were asked how each design influenced their purchasing decision.

Test #02 emerged as the clear winner, with testers stating that it would increase their confidence in making a purchase.
ASOS - Size and Fit Discovery by Dipa Thanki
Report

Dipa Thanki
Product Designer