Savage X Fenty: FitXperience Mobile App
Overview
70% of women are wearing the wrong size bra. The traditional manner of determining bra fit— physical measurement with a measuring tape— is invasive and often times inaccurate. Our goal was to break this model and develop a personalized, less invasive and more accurate sizing methodology to address the age-old problem of poor bra fit. To address this problem our team developed the two iOS mobile apps, one for iPad which users joined a virtual queue to be scanned and one for iPhone which the actual scanning was completed on.
Design & Implementation
We implemented the exclusive 3D body scanning technology into a first -generation prototype built with a "friend" mode. The prototype processed data points from a customer body scan to calculate accurate bra-sizing based on relative distances, which were processed through a matrix of size data. We then used data science and machine learning to recommend the correct product and size based on personalized measurements and ideal fit. One of the critical design aspects of the FitXperience project was to ensure a seamless integration between the body scanning technology and our unique branding and UI. See below for a video highlighting the FitXperience process.
Analysis & User Research
Once we had developed the first generation FitMatch prototype, I partnered with members of an interdisciplinary team to lead in-person user testing. This collaboration required working closely with the Market Research team to advance the mutual goals of: (1) ensuring that the 3D scanning technology was performing and scanning accurately; and (2) the FitMatch app was effective in converting customer sales and conveying our branding message.
Performance Data
Data showed that our first generation FitXperience app using 3D body scanning technology to capture accurate measurements resulted in “customers convert at a 4X rate, have 20% higher average order values, purchase 40% higher units per transaction, and sign up for the loyalty program at a 2X rate, versus ones that do not scan with the technology.” Read the full write up in Forbes here.
Conclusions
The FitMatch project provided another opportunity for me to develop a novel concept, participate directly in design, supervise direct-report product designers and collaborate with cross functional team members. Future iterations of the FitXperience app will likely include faster, more accurate 3D scanning in a retail setting along with a "self-scan" mode for customers to utilize in the comfort and privacy of home. Additionally, there was initial discovery work to integrate this app into the kiosk concierge which would allow users to see their results in a much larger platform and give them the opportunity to request items that they have matched with directly from the fitting room.