A Guided Onboarding for Personalised Fit Discovery
Personalising the first-time experience to improve fit confidence and conversion
Krati Agarwal
Lead UX Designer
About Project
This case study focuses on redesigning the onboarding experience to reduce early uncertainty and help users discover the right fit faster. By introducing a guided, personalised onboarding flow and simplifying navigation around real fit concerns, the experience shifts from overwhelming exploration to confident decision-making—right from the first interaction.
My Role
UX Design Lead (Sol Contributor)
Owned UX strategy, onboarding design, navigation improvements, usability testing, and outcomes.
Timeline: 3 Months
What I Did
Designed a guided onboarding flow to personalise fit discovery.
Reduced onboarding friction by shortening the flow to under 1 minute.
Reworked navigation from size-only filters to concern-led discovery.
Iterated based on usability testing and drop-off analysis.
Impact
80% onboarding engagement
+22% Add-to-Bag rate for onboarded users
–18% cart abandonment
76% of users reported higher fit confidence
Problem Statement
The Challenge Today
When customers land on Victoria’s Secret, they often struggle to figure out which products suit them best. Different bra types, styles, fits, and customer needs create confusion. This friction turns what should be a seamless, enjoyable experience into hesitation or frustration, leading users to leave the app without completing a purchase.
Users often struggle to find the right products among multiple types, styles, and options, leading to confusion and abandoned sessions.
Current Experience Problem
Where users struggled early?
To make this real, let’s follow one user— Anne—and see how she navigates the journey today.
Looking for a bra for work
Supportive & Comfortable
Meet Anne, 44D.
She’s plus size - 44D, just wants a bra that feels comfortable for work.
Works in a corporate office
Needs a bra for work that’s supportive and comfortable all day
Visits our site to find the right bra and fit
Current Experience Problem
Anne’s Journey Today
When Sarah lands on the site, She sees multiple categories and endless products.
She lands on the PLP,
ready to explore.
Applies size 44D filter, expecting relatable results.
(Plus Size User)
Still sees the same slim model — the experience feels disconnected.
Selects an item, but unsure about the fit
So many options, yet none that feel like me.
Will this really fit me?
Unclear navigation confused users early in the journey
When clicks on styles, she sees multiple categories & choices:
Demi,
Balconette,
T-Shirt Bras…
“Which category is good for work?”
She’s unsure which fits her needs for work:
Confused about what makes each bra unique
Which one is supportive enough for work?
Which fits her body best?
Balconette Bras?
Demi Bras?
Plunge Bras?
Whats the difference between these types,
oh I am so confused!
“So many options, yet none that feel like me!”
She comes to the site looking for a supportive work bra — but sees slim models, endless options, and unclear categories.
“So many options, yet none that feel like me.”
“Is this comfortable for long hours?”
Frustration builds, confidence drops, and she’s left second-guessing every choice - sometimes leaving the site without buying at all.
Will this really fit me?
“Is this comfortable for long hours?”
PLP
Sees endless products
PDP
Selects an item, but unsure about the fit
So many options, yet none that feel like me.
What the Data Says
Our PLP analysis reveals strong user intent but significant drop-offs across the journey:
When users land on the PLP, they’re ready to explore — but they don’t stay confident for long.
Over 55M shoppers begin their journey on the PLP.
More than half (66%) dig deeper and visit the PDP — a strong sign of interest.
Yet only 12% follow through to Add to Bag.
This tells us:
Users start with intent but lose confidence somewhere between seeing the product and deciding it’s right for them — especially around fit, sizing, and product clarity.
All Platforms - PLP Engagement
PLP → Product Detail → Add to Bag conversion flow.
Total users on PLP
55,619,360
Total users interacting with
product card
37,039,498 (66.67%)
Total users clicking on, “Add To Bag”
6,674,323 (12%)
Mobile Web – PLP Engagement
Mobile Web PLP → Product Detail → Add to Bag conversion flow.
Total users on PLP
27,283,859
Total users interacting with
product card
18,189,239 (66.67%)
Total users clicking on, “Add To Bag”
4,365,417 (16%)
Desktop Web – PLP Engagement
Desktop PLP → Product Detail → Add to Bag conversion flow.
Total users on PLP
12,682,832
Total users interacting with
product card
5,073,133 (40%)
Total users clicking on, “Add To Bag”
1,268,283.2 (10%)
The journey starts strong — but confidence drops before conversion.
How might we design onboarding that clearly guides users from the moment they arrive, so they always know where to start and what to do next?
My Design Process
Research
Ideating
Wire-framing
Design
Usability Testing
Research & Discovery
Observing the Current Experience
We conducted research across diverse body sizes and needs.
Through tasks on dscout, we observed how women think, feel, and decide during their shopping journey, uncovering friction points like sizing confusion, unclear support info, and fit challenges such as side/back bulge.
We explored:
The purpose of shopping
Fit challenge
Comfort needs
Body-specific concerns
Size confidence during browsing & purchase
Key Themes from Research
Based on our research, we identified three major pain points that shape users’ shopping experience.
Shop by Purpose
Why they’re shopping
Users think differently depending on the need — whether it’s for work, a night out, or sports.
They want to shop by why they need a bra, not just by style name.
A “Shop by Purpose” approach would make decision-making faster and easier.
Fit & Body Concerns
Who They Are & What Their Body Needs
Fit remains the biggest source of frustration.
Full-bust users seek extra support and smoothing, while petite (small-cups) users want light padding and an effortless fit. We need to guide users to get the best options.
Navigation & Discovery
How to solve - product discovery
Users struggle to find what they need quickly.
Category names like “Demi” or “Balconette” are confusing, and filters rarely combine size + body concern.
Users want simpler labels, visual guides, and intuitive navigation.
Key Theme 1
Shop By Purpose
When users open our app, they usually have a specific purpose or need in mind — Some are looking for everyday comfort, others for something supportive, stylish for a party, or invisible under outfits.
Each user’s goal shapes how they browse and what they expect to find.
UX Opportunity
Guiding Users with Purpose
Based on our research and competitive analysis, there’s a clear opportunity to simplify the lingerie shopping journey by helping users:
Shop by Purpose – Surface categories like Everyday, Party, Special Occasion, Sports etc in the early journey.
Personalize Discovery – Introduce light-touch guidance or quick quizzes to suggest the right styles.
Supportive Filters – Help users filter by needs like support level, coverage, or padding without switching between multiple pages.
What do you need this bra for?
Every Day Wear
Party Wear
Special Occasion (Bridal / Night out)
Lounge & Comfort
Category Based Filters
Quick quizzes to suggest the right styles.
Key Theme 2
Fit & Body Concerns
Once users know why they’re shopping, their next challenge is finding a bra that truly fits their body.
Every woman’s body is unique — what feels supportive for one might feel restrictive for another.
Every Body Has Unique Needs
What feels secure and comfortable for one woman may feel restricting or unsupportive for another, even in the same size.
“I want something that enhances my look but still feels like me.” ~ Small Size
“I need support that moves with me.”
~ Mid Size
“Sometimes I feel brands forget people like me exist.” ~ Plus Size
Body Concerns That Matter
What feels secure and comfortable for one woman may feel restricting or unsupportive for another, even in the same size.
“I have a side bulge… will this bra cover it nicely?” ~ Mid Size
“I need more lift and support — will this bra hold everything properly?” ~ Mid Size
“It’s hard to find bras for small cups. I want one enhance my look” ~ Small Size
Side Sets
Lift Issues
Breast Sagging
Side / Back Bulge
Band Marks
Enhanced Look
Key Theme 3
Navigation & Discovery
In lingerie shopping, users often face confusion about bra types and terminology.
Guiding Users with Purpose
Terms like Plunge, Demi, Balconette, or Bralette aren’t self-explanatory — users often click multiple products just to understand coverage, fit, or purpose.
“I never know what ‘Demi’ or ‘Plunge’ actually means — I just click around until I find something that looks right.” ~ User
User feedback reinforces the need for visual guidance and simplified navigation
Terms like Plunge, Demi, Balconette, or Bralette aren’t self-explanatory — users often click multiple products just to understand style, coverage, fit, or purpose.
If users can’t tell what a Plunge or Demi means, how can they choose confidently?
Personas Representing Diverse Body Types
Understanding our key user groups to design for every body.
Small Size Users
For small cup users, lingerie isn’t about bold push-ups or heavy padding — it’s about feeling confident in their natural shape.
“I want something that enhances my look but still feels like me.” ~ Small Size
They need:
Light support, breathable materials, and a natural look.
Styles that feel youthful, not overly mature.
They struggle with:
Finding sizes that actually fit smaller frames.
Padded styles that feel unnecessary or artificial.
Lack of relatable models or imagery.
💫 “They crave confidence, not curves — a fit that makes them feel seen and understood.“ 💫
Mid to Full Cup Users
Mid to full cup users often juggle long work hours, movement, and changing needs — they want a bra that moves with them, not against them.
“I need support that moves with me.”
~ Mid Size
They need:
Balanced lift and natural shaping.
Breathable fabrics and day-long comfort.
They struggle with:
Lift-focused styles that feel restrictive.
Sizing inconsistencies between brands.
💫 “They crave confidence, not curves — a fit that makes them feel seen and understood.“ 💫
Plus Size Users
Plus size users want to feel included, not accommodated. They need lingerie that celebrates their curves with comfort, not constraint.
“Sometimes I feel brands forget people like me exist.” ~ Plus Size
They need:
Full coverage, strong yet soft support.
Wider straps, flexible bands, inclusive sizing.
They struggle with:
Limited representation in imagery.
Discomfort from tight bands or narrow straps.
Styles that prioritize looks over real-life wearability.
🌸 They want belonging and dignity — lingerie that feels made for them. 🌸
Competitive Benchmarking
How Leading Brands Onboard their Users
How ThirdLove Guide Users to Solutions
ThirdLove’s ‘Bra-blems’ section addresses nearly every fit issue — sagging, gapping, side/back bulge, coverage etc.
It then recommends bras tailored to those issues, making it easier for users to find comfort and confidence through self-diagnosis.kgrounds.
Users can click on ‘Bra-blems’ from navigation to explore and identify their fit concerns.
It addresses nearly every fit issue—sagging, gapping, side/back bulge etc.
Has a guided pop-up that helps users find solutions based on their size and bra concerns.
How Knix Guides Users From the Start
How other brands promote body positivity in their experiences
How Nike Empowers Every Body
Nike offers sports bras designed for different body types. With filters for support—high, medium, or low—users can quickly find what fits their needs. It offers:
Similar Size Models: Plus-size model photos show how products fit different body types, helping users feel seen and confident.
Support Filters: High / Medium / Low filters help users instantly find bras that match their needs.
Nike provides support filters high/medium/low support, allowing users to instantly find items that fit their size and support needs.
Similar size model photos to help users feel represented and confident.
How Aerie Celebrates Real bodies
How Brands Approach Fit
Here’s how popular brands are tackling fit and inclusivity. Some focus on personalized quizzes, others highlight diverse models, or build community-driven solutions.
UX Hypothesis
I believe that if we make size-specific products easier to find and identify early in the browsing journey, women will feel seen, understood, and confident in discovering what truly fits their bodies. This will transform the experience from endless scrolling to meaningful discovery — helping users find their perfect fit faster and with greater trust in the brand.
Our Guiding Design Principles
Personalisation
Tailoring recommendations to individual needs and preferences based on their size.
Guide with clarity
Guide users with empathy and clarity by simplifying sizing, fit, and product benefits for all users.
Represent every body
Build trust by showcasing diverse models, realness, and body confidence across the journey.
Proposed Experience User Flow
Guiding Every Woman to Her Perfect Fit
Can’t decide? Take our quick Bra Quiz!
PLP
User Lands on PLP (All Bras)
Select Your Bra Size:
30 | 32 | 34 | 36 | 38 | 40 | 42 | 44 | 46 | 48
Select Your Cup Size:
AA | A | B | C | D | DD | DDD | …
For what purpose do you need this bra?
Every-Day Wear | Party | Beach | Sports | Pool Event | Special Night
Recommended
Products
Do You Face Any Bra Issues
Sagging Breast |
More Lift & Support | Cup Gap Issue | Side Back Bulge etc...
Wireframes
Introducing Fit Quiz - When User Lands
As soon as user onboards, asking relevant questions to guide them for recommended products
BRA FIT QUIZ
Unsure which bra to choose?
Take our quick Bra Quiz — we’ll match you with styles that fit your body and needs.
Take Quiz
All Bras
Size
Color
Style
Bra Issue
Occiasion
Collection
Occasion
100 Items
+9
Very Sexy
So Obsessed Smooth Wireless Bra
$20.50
+9
Very Sexy
So Obsessed Smooth Wireless Bra
$20.50
Unsure which bra to choose?
Take a 5-second Bra Quiz — find your perfect fit instantly!
+9
Very Sexy
So Obsessed Smooth Wireless Bra
$20.50
+9
Very Sexy
So Obsessed Smooth Wireless Bra
$20.50
+9
Very Sexy
So Obsessed Smooth Wireless Bra
$20.50
+9
Very Sexy
So Obsessed Smooth Wireless Bra
$20.50
A pop-up appears asking the user to take a quick quiz to personalize choices
User lands on PLP and starts scrolling
PLP Page
User starts exploring styles on the PLP
Bra Fit Quiz
Question 1 of 4
What's your current bra size?
If you dont know your size, we’ll help you measure.
Band Size: 36
28
30
32
34
36
38
40
42
44
46
Cup Size: D
AA
A
B
C
D
DD / E
DDD / F
G
How to Measure Bra Size
CANCEL
Next
Bra Fit Quiz
Question 2 of 4
Do you face any bra issues?
More Lift
Sagging Breast
Small Cups
Gapping Issue
Side & Back Bulge
No I’m Good!
SKIP
Next
Bra Fit Quiz
Question 3 of 4
What coverage level do you prefer?
Full
Coverage
Medium
Coverage
Low
Coverage
More Cleavage
I don’t mind either ways
SKIP
Next
Bra Fit Quiz
Question 4 of 4
What will you mainly use this bra for?
Every Day Wear
Party Wear
Special Occasion
(Bridal / Nigh Out)
Lunge & Comfort
SKIP
SUBMIT
Improved Nagivation
Before
After
Users see multiple categories with little understanding of styles or bra types — creating confusion and hesitation while browsing.
Select Size
Color
Solve my bra problems
Occasion
Styles
Everyday Comfort
Wireless Bras
Shape & lift without the wire.
Lightly Lined
Shaping with some padding.
Unlined Bras
All-natural feel with zero padding.
T-Shirt Bras
Smooth coverage under clothes.
Demi
Natural lift with everyday comfort.
Shape & Style
Push Up Bras
Adds up to a full cup size.
V
Plunge
Deep neckline, no-gap cleavage and lift.
Bralettes
Light support, wire-free, comfortable style.
Strapless
Wire support for secure, no-strap wear.
Corset Tops
Structured support, shaping, and style.
Specialty Bras
Adaptive Bras
Front-open design for easy wear and comfort.
Minimizer Bras
Smooth fit that reduces the appearance of volume.
Nursing Bras
Easy access and gentle support for every feeding.
Mastectomy Bras
Post-surgery comfort with soft, supportive design.
Collection
Fabric
Find My Fit →
Bra Style Guide →
SHOW x RESULTS
Bras
Introduced clear labels, visual thumbnails, and short style descriptions within a structured navigation
Introduced clear labels, visual thumbnails, and short style descriptions within a structured navigation
Introduced clear labels, visual thumbnails, and short style descriptions within a structured navigation
Side by Side of All Options
Before
Option 1
Option 2
Option 3
Designer’s Preference
We further grouped styles into Everyday Comfort, Shape, and Specialty Bras — helping users instantly understand which category fits their needs.
Usability Testing
❌ Before (Issues):
The initial Fit Quiz included 8 questions — designed to capture detailed preferences around fit, comfort, and style.
Issue: Testing revealed users lost interest midway and preferred quicker, more visual interactions. Average completion rate dropped after question 5.
✅ After (Improvements)
We streamlined the quiz to 1 minute or less, focusing on 3–4 meaningful questions with clear visuals and simpler choices.
I believe that reducing cognitive load on only the most meaningful questions would increase quiz completion and improve user confidence in the fit recommendations.
The Fit Quiz was too long and overwhelming, causing users to drop off midway.
Impact &Outcomes
80% of users engaged with the Fit Quiz when prompted
Indicating strong adoption of guided sizing.
2× higher Add-to-Bag rate among users who completed the Fit Quiz
Guided help increased confidence in size selection.
76% of users felt satisfied & “better represented”
Users felt more seen when shown relatable body types. Measured via pre/post usability testing.
What Made the Experience Feel Better
Direct quotes and insights from users after testing the redesigned experience.
Confidence in Sizing
“I used to guess my size… now I feel confident clicking ‘add to bag.’”
A Helpful, Simple Quiz
“The quiz was quick and actually helpful — I didn’t feel overwhelmed.”
Trust Through
Representation
“Seeing feedback from women my size made me trust the fit instantly.”
Designed for My Body
“I love that it shows bras for my body type. It feels like it was designed for me.”
A More Inclusive Experience
“The whole experience feels more inclusive and reassuring. Finally!”
Clarity in Choosing the Right Fit
“This feels so much easier. I finally know which bra suits me better.”
Key Takeaways
This project helped us uncover deeper truths about how women experience lingerie shopping:
1. Clarity matters more than endless choice.
Women aren’t overwhelmed because they lack options — they’re overwhelmed because options don’t speak to their bodies, needs, or concerns.
When information becomes clearer, kinder, and more personalised, confidence instantly rises
2. Personalisation is not a convenience — it’s a form of empowerment.
When a woman sees recommendations tailored to her size, her concerns, and her shape, she feels supported rather than judged.
It reduces guesswork, reduces returns, and builds trust at every touchpoint.
Representation isn’t an add-on — it’s the foundation of an inclusive experience.
Seeing models, reviews, and fit feedback from similar body types transforms the shopping journey from intimidating to reassuring.
Representation allows her to feel seen, valued, and included — not just marketed to.
When the experience adapts to her, she succeeds.
By guiding her with clarity, empathy, and personalised fit intelligence, we reduce uncertainty and help her make choices that feel right for her body — not the “ideal” body.
Thank You!
Thank you for embracing the story of every woman — a story that goes beyond size and fit, one that understands her needs, supports her confidence, and celebrates her individuality.
Krati Agarwal
Lead UX Designer