Bra Fit Quiz - Victoria's Secret

Overview

Victoria's Secret is a leading lingerie brand. Bra Fit Quiz is a tool on the brand's website that enables users to find the right bra size and style through a series of questions and helpful information.

My Role

  • Responsible for the design of landing screen and bra evaluation user flow.
  • Designed new components and micro interactions.
  • Collaborated with research to create prototypes for usability testing.
  • Collaborated with UX writer to identify correct terminologies and suitable copy to match brand voice and tone.
  • Responsible for Dev handoff.

Duration

3 months

Team

2 Designers

1 UX Researcher

1 UX Writer

Brand team

Development team

Tools

Figma

Adobe after effects

25%

increase in average order size

81%

new customer aquisition

2x

conversion through the quiz

The Challenge

    • Victoria's secret was experiencing decrease in online bra sales and increase in bra returns.
    • In-store bra fittings offers unmatched personalization, which was lacking in the online experience.
    • Providing a unified experience for Victoria's Secret and Pink while maintaining each brand's unique voice and tone.

    Key Research Insights

    1

    Users do not always know their bra size or the considerations that go into bra fitting.

    2

    Online bra shopping overwhelms users as they do know what to choose.

    3

    Bra shopping often makes the users feel anxious, uncomfortable and vulnerable.

    The Solution

    #1 Landing page

    Users have the option to find their bra size, size or evaluate if their current bra is the right fit.

    #2 Style questions

    Users input their style preferences through a series of questions.

    #3 Education

    The quiz provides information at key moments to help users bra fitting considerations boosting their confidence.

    #4 Personalized bra recommendations

    Personalized recommendations make the users feel confident and are motivated to buy the products.

    #3 Illustrations and animations

    The quiz utilizes beautiful illustrations and animations to support the information presented and also make up for load time.

    Desktop designs

    Learnings

    1

    A fun working environment between teams makes work easier when timelines are demanding.

    2

    When multiple teams play a role in decision making, thorough documentation is necessary.

    3

    A phased design-dev handoff enables timely launches and better collaboration.