Jess Daiger

For this new Sports Bra Finder, the goals are:

1. Showcase the revamped 2020 run bras.

2. Instill confidence in our sports bra biomechanics knowledge and expertise.

3. Increase bra sales and visibility

4. Increase customers’ confidence in their sports bra buying decision.

5. Utilize smart interactions to make the process smooth, intuitive, and fun.

6. Had to have localization and work w/ our five languages (English, German, French, Italian and Spanish).

Research

Started by conducting a competitive audit of other bra fitting tools online. Next conducted 8 unmoderated usability tests. Spoke extensively with our Product Research and Design Team to understand how products are created. Our conclusion was that finding tools online are mostly for day bras and were at least eight questions long. Most women in our studies wanted to talk about all the bra issues they had. Size, support, and features were the most important and top of mind when customers were shopping online for sports bras.

Algorithm

We had to create a brand new algorithm for this finder that had not been created yet. Deciding on the right questions to ask; I found that the best way to go is to start with the minimum number of questions. Size, cup style preference, and back design. Next was to test. I conducted 6 in-person algorithm tests to see whether our algorithm would lead to the right results. I found that while it was helpful, the big missing thing was Pain points. I had to figure out how to add those to the algorithm.

Usability Testing

We conducted multiple rounds of usability testing as we created wireframes and more concrete mockups. I created test plans, making sure that each task would encompass the use cases we had discussed. We had to make sure that customers were able to get through the finder easily and perceive it as useful and unique. I created two unmoderated tests, testing six users to gain qualitative feedback in each session.  As we progressed small tweaks were made but overall the customers loved the Sports Bra Finder.

Final Designs

We’re confident our customers loved the updates. Our confidence comes from 4 rounds of user testing. It comes from multiple iterations of the brand expression. It comes from hours of interviews with customers, stakeholders, and employees in the field.