An in-store fitting, with the stores closed.
Covid store closures took away something Debenhams customers relied on in person: a bra fitting. I needed to rethink the Bra Fit experience so customers could get the same confidence and accuracy online that they could no longer get in-store.
Two new components had to do the job an in-person fitting used to do: a size table people could actually use, and a way to find the right size without ever trying one on.
I designed two new components to replace what the in-store experience used to provide:
I simplified the size table so customers could navigate it faster and more easily, and made it fully responsive across devices. On mobile, the left column stays sticky as customers scroll, so they can compare rows and columns without losing their place.
I designed a new question-and-answer experience that recommends a customer's ideal bra size and available styles — a digital stand-in for the conversation a fitting specialist would normally have in person.
Mockups for the new size table adapting to mobile — the left column stays sticky, so customers can compare columns and rows without losing their place.
Desktop: the prototype showcasing the full desktop experience — a question-and-answer flow that recommends a customer's ideal bra size and available styles.
Mobile: screens translating the experience into a scrollable, question-by-question flow, so customers select an answer and scroll to the next.
With stores closed, these two components gave customers a way to shop with the same confidence they'd have had in front of a fitting specialist — turning a physical, conversational experience into something that worked entirely online, without losing what made the in-store version work.