BRA FIT QUIZ
BRA FIT QUIZ
Role:
UX Lead & Manager
Brand:
VS&Co
Objective:
Concept & Build a digital bra quiz
Being a leader in the lingerie space, Victoria’s Secret has long provided shoppers with an exceptional in-store experience when purchasing bras. With individualized attention, in-person measurements and personalized size and fit recommendations, the in-store bra fitting experience has set an unprecedented standard within the industry.
To provide this same exceptional experience on digital platforms has proven to be more challenging. Through generative research, our expert UX strategists identified the opportunity to bridge the gap between in-store and digital through an online Bra Fit Quiz that would support shoppers in finding their perfect bra in a few simple steps.
KPIs:
Engagement
Increase in digital bra conversion
Reduced rate of product return
Process
User Journey Mapping, Userflows, Information Architecture, Content Strategy, UI Design and Branding
Phase | Discovery:
As a strategy lead initiative, this work was conceptualized in close collaboration between UX Strategy & UX Design through research and user-centric design thinking. The initial phases of discovery focused on developing the strategic approach in the form of user journeys, marketing strategy and brand storytelling with an emphasis on copywriting. In partnership with the Strategy Manager, I was responsible for leading a team of UX designers in the creation and build of the quiz. Within this initial discovery phase my team and I conducted market and competitive research, partnered on the creation of low fidelity wireframes to translate strategic and business objectives into POCs, as well as collaborated during creative brainstorms to further strategic decisions and co-create on the name and branding of the quiz.
Phase | Design:
During this phase, my team and I were responsible for the creation of high-fidelity user flows and wireframes as well as the UI and tone of the experience. To facilitate the handoff to visual design and development teams, we also spearheaded the creation of detailed technical requirements, style guides and interactive prototypes. To maintain the momentum of the project, I established an agile workflow that consisted of designing the final user experience in parallel to the continuous development of strategy. This was made possible by fostering a collaborative environment between strategy and design as well as cross-functional teams in order to maintain synchronicity and alignment. As the UX Manager and IC on this work I supported this practice by leading and participating in regular working sessions that enabled designer and partners to provide and receive feedback, timeline planning and share-outs with other teams. This collaborative approach lead to an incredible partnership between our disciplines that fostered a fun and efficient work environment, leading to the creation of a unique and successful digital quiz.
Results
Some Key Features:
Personalized user flows to accommodate individual needs and preferences
Unique branding that stood out from the rest of VS & Pink branding
Users have access to supplemental information at key moments in the quiz
User-friendly interactions that were optimized for mobile users
Beautiful illustrations and animations to humanize the experience
Complex user flows simplified to create a seamless user experience across the shopping funnel
Successes & Challenges
Strong collaboration between UX and Strategy helped define a thorough user experience that aligned to the business objectives
Successful phased approach to reviewing and handing off design work to development partners
Incredibly collaborative and fun working environment between the UX designers
Technical limitations lead to certain key functional changes required to launch the quiz in time