Crafting Precision in Luxury Fashion eCommerce
Dior, a name that epitomizes luxury and elegance, sought to refine its online customer journey to match the bespoke service offered in their boutiques.
The apparel and footwear sizing tool was underused, underperforming, and contributing to high return rates.
My goal was to simplify, clarify, and increase usage, without compromising on visual brand integrity.
My role
UX Auditing / UX copywriting / UX Wireframes / UI prototyping
UX Auditing / UX copywriting / UX Wireframes / UI prototyping
Site: www.dior.com
Audit Insights: Pinpointing Areas for Improvement
I conducted a comprehensive UX audit to identify the key pain points in Dior’s existing “Find My Size” tool. The audit revealed several critical issues:
• Overwhelming and Lengthy Process: The process was cumbersome, with no indication of how much information was needed.
• Lack of Options & Feedback Within Recommendations: The results provided only a single size option, which limited user trust and confidence.
• Inconsistent UI: The design was misaligned with Dior's brand aesthetic.
• Weak UX Language: The tool's call to actions and instruction language failed to provide clear guidance.
• Overwhelming and Lengthy Process: The process was cumbersome, with no indication of how much information was needed.
• Lack of Options & Feedback Within Recommendations: The results provided only a single size option, which limited user trust and confidence.
• Inconsistent UI: The design was misaligned with Dior's brand aesthetic.
• Weak UX Language: The tool's call to actions and instruction language failed to provide clear guidance.
Solution: A User-Centric Redesign Built for Confidence and Conversion
To address the friction points, I redesigned Dior’s size-fitting tool with a focus on clarity, guidance, and luxury-aligned UX. The updated experience simplifies sizing into intuitive, step-based navigation, allowing users to move through the process with ease and confidence.
Key improvements include:
• Step-by-step flow with clear visual progress, reducing overwhelm
• UX copywriting for instructions, button labels, error messages, and tooltips
• Expanded fitting options with feedback personalized to body type
• Streamlined form UX, minimizing input friction and improving mobile accessibility
• Localized recommendations, giving users more trust in international sizing accuracy
By aligning interaction quality with luxury standards, the tool now feels seamless, supportive, and far more likely to be used.
Results: A 22% Increase in Form Completions and Reduced Returns
The impact of the redesign was immediate and measurable:
22% Increase in Completion Rates: The new tool's intuitive design and clear guidance significantly improved user engagement and completion rates.
Reduced Return Rates: With more accurate size recommendations, customers were more satisfied with their purchases, resulting in fewer returns.
Enhanced Customer Trust and Brand Loyalty: The improved experience strengthened Dior’s digital presence, aligning it closely with the brand's luxury reputation.
By transforming the sizing tool into a seamless and intuitive experience, I helped Dior achieve a digital transformation that not only meets but exceeds the expectations of its discerning clientele.
