My Role
UX/UI Designer
Company
Laura Canada & Melanie Lyne
Team
Jennifer Enos (UX Design Lead), Christopher Ehninger (Front-End Developer), Copywriters.
Duration
July - August 2025
What's the problem?
Laura Canada faced a critical business challenge: a 28.3% return rate primarily driven by sizing uncertainty, with dresses experiencing returns above 34%. This impacted profitability through increased logistics costs ($12.50 per return) and reduced customer lifetime value due to the stricter gift-card-only return policy.
Research & Discovery
Behavioral analytics (2M+ sessions) exposed the sizing confidence crisis.
88% of users ignored the existing size chart, yet hovered over "Add to Cart" multiple times before abandoning. Return data showed 42% of items came back within 5 days, with larger sizes experiencing double the return rate of smaller sizes (41% vs 19%).
User research (20 participants) revealed why…
Users spent 45+ seconds toggling between sizes, paralyzed by uncertainty.
Common refrains included "I don't know my measurements" and "I couldn't decide between M and L, so I just left." Many resorted to ordering multiple sizes as insurance.
Research Insights #1
Users are paralyzed by sizing decisions, not just uninformed.
The combination of 45+ seconds toggling between sizes, 2-3 hovers before clicking "Add to Cart," and customers admitting they "bought three sizes to be safe" reveals a confidence crisis. Users don't trust their own judgment even when data exists.
Design implication: prioritize the AI-powered sizing assistant and interactive comparison tool over just improving static size charts.
Research Insights #2
Conversion tools are functionally invisible.
88% of users never clicked the existing size guide, yet 58% of returns cite size/fit issues. This paradox reveals that help exists but isn't discoverable or trustworthy in its current form.
Design implication: Need to bring critical information into the user's natural scanning path - solutions can be: redesign size chart for better visibility and relocate reviews to product description area.
Research Insights #3
Product visualization gaps create post-purchase regret.
he 42% returns within 3 days + feedback like "fabric was nothing like I expected" + the request to "show me someone shaped like me" reveal that users can't accurately predict the real-world product experience from current imagery.
Design implication: Users need dynamic and relatable visualization to bridge the imagination gap between 'browsing' and 'wearing'.
Design Process
B2C e-commerce requires quick results, so our team used a Solution Prioritization Matrix to categorize potential solutions based on their implementation effort and impact.
Final Design Solutions
B2C e-commerce requires quick results, so our team used a Solution Prioritization Matrix to categorize potential solutions based on their implementation effort and impact.
Results & Impact
We monitored the new design for 35 days to capture complete user behavior data - this included our full 14-day return window plus additional time for meaningful insights.
Data Collection: Used FullStory to track key metrics:
- Heatmaps showing where users clicked.
- Session recordings of real user interactions.
- Click rates and engagement patterns.
- User flow and drop-off points.
Stakeholder Report: I pulled all the data together into a clear report, breaking down what worked, what didn't, and next steps. I also made sure to translate the numbers into business impact they could understand.
Full report available here
