Background

As an avid shoe shopper, I've observed a growing challenge shared by friends — the increasing complexity of finding the right fit due to diverse foot sizes and shapes. This dilemma has transformed the convenience of online shoe shopping into a burden, making the entire process of selecting accurately fitting footwear and dealing with returns more cumbersome than it should be.

Problem

Online apparel and shoe shopping faces a substantial issue: a 24.4% return rate, equivalent to $38 billion in returns (Coresight Research's, 2023)

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A Shoe Buying Journey

Solution

SoleFit revolutionizes the footwear shopping experience by seamlessly integrating image-based foot measurements to mitigate the common problem of shoe returns caused by improper fitting. Users simply capture images of their feet within the app, which then compares their measurements to those of previous users who have tried on the same shoes. By leveraging this collective data, the app intelligently recommends the most suitable shoe size, thereby saving both time and money for individuals and businesses alike.

Footwear Landscape

• $403.18 billion (USD)- Expected global footwear market size in 2023 (Grand View Research)
• 256 pairs of shoes approximately $14,640- The number of shoes an average American will own and total cost of shoes.(Kuru Footwear, 2023)
• 25 to 34-year-olds- the age group that own the biggest sneaker collections (9 pairs) in the U.S. average (Ebay, 2023)

True Cost of ill-Fitting Shoes

Companies

• Loss of Customers: Customers may never come back because of the disappointing experience.
• Damage to Brand and Reputation: You might also lose others because of a bad reviews.
• Higher Spend on Customer Acquisition: Returns can result in a net loss, considering the initial acquisition costs, return-related expenses, and the potential loss of future sales. Additionally, marketing reinvestment is needed to replace the lost customer.
• Lower Customer Lifetime Value: Customer Lifetime Value (CLV) measures the revenue each customer generates. A higher CLV signifies loyal customers with repeat purchases, possibly involving high-margin transactions. Conversely, a low CLV indicates infrequent and low-revenue interactions. A diminished CLV can adversely affect your business, leading to lower revenues and necessitating higher customer acquisition costs for ad and marketing efforts.

Individuals

When Customers Return Shoes

• Loss of Time: Customers will need to find packing materials, drop off package at the shipping center, and reorder correct size shoes.
• Additional Costs: If not sure about shoe size, buy multiple pairs of the same shoes, see which one fits and return the others and wait for refund.

When Customers Wear Shoes

• Foot Problems: Wearing incorrect fitting shoes can cause neuropathy, ingrown toenails, blisters, corn and calluses, and bunions.

Research

Customer Surveys

• More than 80% of customers surveyed say that a clear representation of the product helps them with their online purchase decision.
• Up to 97% of consumers refer to product reviews before making a purchase.
• A significant 96% of consumers emphasize the importance of free shipping, while 76% consider free returns as crucial factors.

An incorrect or impossible-to-find sizing chart can repel customers or nudge them to buy two or three sizes (once they receive the item, they’ll only keep one and return the others).

The User Journey

Journey map for online shoe purchases with incorrect shoe size explores the user's frustrations, from the initial selection to the return process, aiming to identify pain points and design opportunities for a more seamless and satisfying experience.

Who are the Competitors?

How We Differ...

Unlike competitors who align feet with various shoe company sizes, Solefit matches your shoe dimensions with those who have tried or purchased the same footwear. This not only saves users time in finding the perfect fit but also helps companies reduce unnecessary shipping costs.

Designs and Iterations

Iteration 1

Iterations done:

• Replaced camera button with camera icon for clarity
• Added descriptive texts under each camera icon
• Included detailed step-by-step instructions for capturing foot images

By implementing these changes, we aim to streamline the user experience, making it more intuitive and user-friendly. Our focus is on providing clear visual cues and comprehensive guidance to ensure that users can accomplish their objectives seamlessly.

Iteration 2

Version 1

Users were overwhelmed by the amount of information on the shoe info page. We wanted to make it less congested so focused on the Fit Match section.

Version 2

First Concept: create a meter that would show whether or not the user's  would fit the shoes. The problem was how to show that the shoes did not fit.

Second Concept: We looked at having the range of measurements that fit on the bottom but it still felt too crowded and confusing for users.

Final: We decided to eliminate the numbers so keep it simple. The user doesn't need to know the foot range as long as they know that it fits them.

Next Steps

The next steps will be to generate ideas on how to incentivize users to leave feedback after trying on shoes. These incentives could include  discounts, loyalty points, or exclusive offers for feedback submission. Another consideration is implementing a gamification element where users earn badges or rewards for leaving feedback regularly.

As AI continues to advance, we will continually look to enhance our ability to capture more precise measurements and characteristics of each foot.

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