Short answer
Designers should prioritize features that simulate physical product interaction and provide comprehensive, trustworthy information to build user confidence in online purchasing environments.
- Field
- User-Centred Design
- Source
- Ergodesign & HCI (2020)
- Method
- Mixed-methods research incorporating qualitative user research and prototype development.
- Evidence
- Strong effect
Implementing virtual try-on functionalities and detailed product imagery significantly reduces purchase uncertainty and the likelihood of returns in online clothing retail. This user-centred design research insight is drawn from a 2020 study published in Ergodesign & HCI. Using Mixed-methods research incorporating qualitative user research and prototype development., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers should prioritize features that simulate physical product interaction and provide comprehensive, trustworthy information to build user confidence in online purchasing environments.
Virtual Try-On Features Increase Online Apparel Purchase Confidence
Implementing virtual try-on functionalities and detailed product imagery significantly reduces purchase uncertainty and the likelihood of returns in online clothing retail.
Ergodesign & HCI · 2020
Key Findings
- 01Users experience a lack of confidence when purchasing clothing online due to the inability to physically try items.
- 02Visual aspects like high-quality and varied product images, along with comprehensive information, improve the online shopping experience.
- 03A size recommendation system contributes to better online purchasing decisions.
- 04Virtual try-on features and detailed product visualization increase purchase confidence and decrease the risk of product exchange.
Application
Design takeaway
Designers should prioritize features that simulate physical product interaction and provide comprehensive, trustworthy information to build user confidence in online purchasing environments.
How to apply
When designing an e-commerce experience for apparel, integrate interactive visual tools and detailed sizing guides to empower users and reduce purchase anxiety.
Project actions
- 01When researching user pain points for an online product, consider how to replicate real-world experiences digitally.
- 02Prototype interactive elements that allow users to explore product details more thoroughly, such as zoomable images or 3D models.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Employs a comprehensive design thinking framework.
- +Integrates multiple research methods for a holistic understanding.
- +Focuses on a specific, high-impact user pain point in e-commerce.
Limitations
The study's findings might be more pronounced for certain types of apparel (e.g., fitted garments) compared to others (e.g., loose-fitting items). The technological feasibility and cost of implementing advanced virtual try-on solutions can also be a constraint.
Reliability & validity
The study's validity is strengthened by its use of multiple research methods and a structured design thinking process. Reliability could be enhanced by replicating the user interviews and prototype testing with a larger, more diverse sample.
Think critically
To what extent can virtual try-on technologies truly replicate the sensory experience of trying on clothing, and what are the ethical considerations of presenting potentially misleading visual representations?
Design Principles
"Bridge the 'experience gap' in digital retail by simulating physical interaction and providing robust product information."
For e-commerce platforms selling apparel, addressing the 'lack of physical proof' is crucial for customer satisfaction and operational efficiency. By simulating the tactile and visual experience of trying on clothes, designers can directly mitigate a key barrier to online purchasing, leading to higher conversion rates and reduced return logistics.
What This Means for Your Design
When people buy clothes online, they can't try them on, which makes them nervous. This study shows that if websites let people see clothes from all angles, give lots of details, and even use virtual try-on tools, people will feel more confident buying and less likely to send things back.
How to use in your project
- 1.Reference this study when discussing the importance of user experience in e-commerce, particularly for products where physical interaction is traditionally key.
- 2.Use the findings to justify the inclusion of specific features in your design, such as enhanced visual displays or interactive tools.
Add to My Project
Quick Cite
Paragraph starter
This research by Brandão et al. (2020) underscores the critical role of mitigating the 'lack of physical proof' in online apparel sales. Their findings indicate that implementing enhanced visual merchandising, such as high-quality imagery and detailed product information, alongside virtual try-on functionalities and size recommendation systems, significantly boosts user confidence and reduces return rates. This directly informs design practice by emphasizing the need to create digital experiences that simulate tangible product interaction and provide comprehensive, trustworthy data to overcome user apprehension.
Source
Ergodesign & HCI
ONLINE SHOPPING EXPERIENCE: EXPLORATIONS FROM DESIGN THINKING
journal · 2020
View sourceQuestions About This Research
- What does the research say about virtual try-on features increase online apparel purchase confidence?
- Designers should prioritize features that simulate physical product interaction and provide comprehensive, trustworthy information to build user confidence in online purchasing environments. Evidence: Ergodesign & HCI (2020).
- Why does "Virtual Try-On Features Increase Online Apparel Purchase Confidence" matter for design?
- For e-commerce platforms selling apparel, addressing the 'lack of physical proof' is crucial for customer satisfaction and operational efficiency. By simulating the tactile and visual experience of trying on clothes, designers can directly mitigate a key barrier to online purchasing, leading to higher conversion rates and reduced return logistics.
- How can designers apply this research?
- Designers should prioritize features that simulate physical product interaction and provide comprehensive, trustworthy information to build user confidence in online purchasing environments.
- What were the main findings?
- Users experience a lack of confidence when purchasing clothing online due to the inability to physically try items.. Visual aspects like high-quality and varied product images, along with comprehensive information, improve the online shopping experience.. A size recommendation system contributes to better online purchasing decisions.. Virtual try-on features and detailed product visualization increase purchase confidence and decrease the risk of product exchange.
- What research method was used?
- Mixed-methods research incorporating qualitative user research and prototype development..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2020 journal from Ergodesign & HCI.
- What should I do differently in my next project?
- When designing an e-commerce experience for apparel, integrate interactive visual tools and detailed sizing guides to empower users and reduce purchase anxiety.
- What are the limitations?
- The effectiveness of virtual try-on technologies can vary based on the sophistication of the technology and the specific product category. User adoption may also depend on the ease of use and accessibility of these features.