Background

Cosabella, a luxury lingerie brand known for its high-quality products, wanted to enhance the online shopping experience for its customers by helping them find the perfect fit more easily. Sizing, especially for bras, can be a significant pain point in the user journey, leading to returns, dissatisfaction, and lower conversion rates. To address this, Cosabella partnered with TheGenieLab to build a custom bra size calculator for their Shopify Plus store.

The calculator was intended to be a highly accurate, region-specific sizing tool that would simplify the process for customers, offering them a more personalized and informed shopping experience.

Challenges

1. Region-Specific Sizing Data:
   Cosabella serves a global audience, with different sizing conventions in various regions. The challenge was to build a bra size calculator that could cater to users from different countries, each with unique sizing standards.
2. Mobile Responsiveness:
   With the majority of users shopping on mobile devices, the size calculator needed to be fully mobile responsive. The experience had to be seamless, with no degradation in functionality or usability across different screen sizes.
3. Product Sizing Mapping:
   Mapping user inputs to product sizing through programmatic data mapping was complex and required the development of a custom app that could accurately match the user’s measurements to Cosabella's product sizing.
4. User Experience Optimization:
   The ultimate goal was to improve the overall user experience by providing an intuitive, easy-to-use tool that would guide users to the correct product size. This needed to be integrated into the existing Shopify Plus storefront without disrupting the customer journey.

Solutions

1. Custom App Development:
   TheGenieLab built a custom bra size calculator as an app within the Shopify Plus environment. The app housed region-specific sizing data, allowing it to adapt to the sizing standards of various countries, ensuring that customers received accurate size recommendations no matter where they were shopping from.
2. Mobile-Responsive Design:
   The size calculator was designed with mobile responsiveness in mind. TheGenieLab implemented a flexible layout that adjusted to any screen size, ensuring a smooth user experience on both desktop and mobile devices. This approach was crucial given the increasing number of mobile shoppers on Cosabella’s site.
3. Product Sizing Data Mapping:
   The custom app featured a data mapping mechanism that translated user inputs into Cosabella’s specific product sizing, ensuring that the customers received accurate recommendations.
4. User Experience Design Services:TheGenieLab provided full user experience (UX) design services to ensure that the bra size calculator was intuitive, visually appealing, and easy to navigate. By conducting user testing and feedback analysis, TheGenieLab ensured that the tool met user expectations while fitting seamlessly into the existing website design.

Result

• Increased Engagement:
  The bra size calculator quickly became one of the most visited pages on Cosabella’s site, reflecting its importance to customers seeking the right fit.
• Boosted Conversion Rates:
  By simplifying the process of finding the correct size, the calculator contributed to a significant increase in conversion rates. Customers who used the calculator were more likely to make a purchase, as they felt confident about their sizing.
• Extended Average Session Duration:
  The calculator also led to an increase in the average session duration on Cosabella’s site. As users spent time interacting with the tool, they were more engaged, which translated into longer visits and a higher likelihood of purchase.