Rethink: Measurements

Tailoring the modern shopping experience to fit the user

Inspired by ICON Magazine's Rethink segment, Rethink projects are an opportunity to propose something that might benefit from a redesign, and to quickly prototype a solution.

The Barrier to Online Shopping

The Covid-19 induced lockdown triggered a surge in online shopping, introducing a new and captive audience to a market that had already been steadily on the rise. Whilst the benefits of online clothing shopping are clear that it saves you from leaving the comfort of your home, the trade off is in the lack of certainty over whether the clothing will fit.

Clothing sizes are not uniform; what warrants a Small/Medium/ Large varies between stores, both nationally and internationally. Whilst this is a barrier that can be overcome by shopping in the physical store and trying on sizes, there is no ready solution in the digital domain. If a user is first time buyer from this online store, or are uncertain on what sizing category they fall under, then they are at risk of receiving ill fitting clothing.

Fitting App

Fitting allows you to document your own body measurements, and have your digital shopping experience tailored to fit you. Operating as both a mobile app and a browser plug-in, Fitting runs in the background to automatically filter a sites shopping results to match your recorded size. Just as your delivery address or credit card details can be saved, Fitting allows for your measurements to be saved, resulting in a faster, and more reliable online shopping experience.

Avoiding relying on a stores bespoke size categorisations, Fitting references your measurements up against the true garment measurements. It is a proposal that benefits both the user and retail stores, as the increased accuracy and trust built will lead to an increase in user purchases.

Style Guide

The Fitting app was designed to playfully emulate traditional tailors measuring tape. The app screens are built in a linear hierarchy, so as when navigational buttons are pressed it appears as if the user is scrolling down a measure of tape. Rather than use anatomically correct diagrams, users measurements are displayed against caricatures of classical art to provide a point of reference to the data.