Fit Analytics / Snap Inc Ares

Leveraging AI to help a retail client boost online purchases & reduce returns

Company

Fit Analytics / Snap Inc Ares

Team

PO, PM, Data scientists, Developers, QA, Business intelligence, Head of product, Machine-learning engineering & Subject-matter expert

Overview

Fit Analytics (a former SNAP INC company) is an AI retail e-Commerce company that provides sizing and recommendation technologies for apparel retailers, helping reduce returns and improve conversions, plus customer experience.

Their flagship product, Fit Finder, is used by leading brands like Uniqlo, Patagonia, The North Face, Oak + Fort, Princess Polly, Asos, and Mark & Spencer to help consumers buy garments with confidence.

Challenge

Mark & Spencer sought our expertise to address the declining online sales of a specific garment due to its nuances. Due to the nature of the garment, buyers struggled to determine the correct size and style without trying products on. This led to:

Hesitation during purchase decisions
Low online conversions
High return rates (subject to the returns policy)

My initial assumptions framed this as a product discovery issue. However, early observations suggested that customers were not just struggling to find products – they were struggling to trust their decisions.

Duties

Roadmap management
Defined UX & research strategy
Hired a Subject-matter expert
Spearheaded research efforts
Led cross-functional ideation
Content design with stakeholders
Design & usability validation

Methods

I led UX and research efforts by relying on the following methods:

Market & competitive analysis
User interviews (semi-structured)
Observations (master-apprentice approach)
Within-subjects experiment design
Concept testing, including time on task
Data synthesis

Impact