Denim Fit Guide
Company: Marks & Spencer
Role: Senior Product Designer
Design Sprint Facilitation,
Interaction Design, Visual Design, Prototyping, User Research
Overview
M&S is the UK’s top seller of womenswear denim, with over 1.7m units sold last year. However, denim consistently experiences a high return rate. This project aimed to help customers confidently find the right fit when shopping online, addressing key pain points:
​
-
"I don't know which style is best for me."
-
"I am overwhelmed with choice."​
​
The solution is a Denim Fit Guide that educates customers on M&S’s denim styles while showcasing the fit on different body types. The guide includes 360-degree videos of different sized models to help customers visualize the jeans on themselves.
​
Launched alongside the February Denim Campaign, the guide reduced returns by £2.75M and increased the add-to-bag rate by 16%.
The Problem
How might we help customers find a denim fit that suits their body and style aspirations with ease?
Original fit guide
Approach
Discovery
-
Held a kick off session with cross-functional stakeholders to define pain points, problem statements, and goals.
-
Collaborated with the analytics team to analyze purchase and return data and assess interactions with current filters and fit guides.
-
Designed a survey to dig into customer needs and frustrations when purchasing denim online.
“I’m looking for jeans and there’s several options in terms of ‘fit’ but no explanation that I can find. What is the difference between slim fit, tapered fit and skinny fit? Where is the explanation?”
“I still have no idea how your jeans fit. What is classic?? The pictures of skinny and slim look the same - what’s the difference?”
Customer feedback related to fit
Design
-
Facilitated a cross-functional design sprint to ideate and prototype solutions.
-
Developed four design concepts, tested through moderated customer interviews by UX researchers.
Design sprint concepts
Solution
-
A dynamic fit guide featuring 360-degree videos of models showcasing how each style fits on different body types.
-
Clear, educational content to help customers understand the M&S denim styles and make confident purchasing decisions.
Desktop designs
Mobile designs
Impact
£2.75m
reduction in denim returns
16%
increase in add-to-bag rate
£500k
incremental gross
revenue
Desktop Demo
The demo showcases how customers access the Denim Fit Guide while browsing.
Try it for yourself here. Just click "Fit Guide" underneath the size selector.
Mobile Demo
These demos show two entry points for accessing the fit guide. The responsive mobile demo on the left shows how customers access the fit guide from the Product Details Page. The fit guide was also scaled to the M&S mobile app and this demo shows how customers can access the full-screen version of the guide from the Product Listing Page.
Responsive Mobile
Mobile App (iOS)
