The CHallenge
Introduce two additional models in select categories.
Previous studies
We’ve learned that customers view images in a non-linear fashion, they often compare images across swatches and would prefer to see the same type of photo faced-out. We anticipated they might want to do this when comparing models as well.
2017 Eyetracking Study, user testing, Glassbox & Sessioncam analysis
DESIGN STRATEGies
Model Relatability · Image Interaction
Help customers find the model(s) most relatable to them through communicating the models’ names and sizes, and support the non-linear image viewing and comparison behavior users commonly exhibit.
DESIGN Testing
Testing Call to Action & Model Information
We found that the models information in combination with an action word was most understood.
Participants completed the task fastest on average with tabs, but tabs caused some confusion in context of jeans names (Harper) seeming like model information.
Current Model’s Information alone was not a sufficient affordance, participants thought it was either not actionable or that it would lead to a size chart.
The addition of an icon helped participants understand this was actionable, depending on the visual association & key words, CTAs above the image were expected by some participants to lead to a different version of the product.
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Though out of scope for this project, participants reacted positively to the mini model ‘headshot’ .
