Under Armour Future Fitting Room Experience
Field Research, UX/UI Design, Global Strategy, Retail Marketing
Our goal was to create a positive fitting room experience that enables customers to learn more about Under Armour products and connect easily with staff in a more engaging environment. Using new technology called Radio Frequency Identification (RFID), the fitting room detects what product the customer has brought into the room. The digital screen records these items and gives the option for the customer to select new sizes and colors. Once requested, the teammate on staff picks the requested items for the customer to try on.
User testing played an integral role in the design changes made to ensure the digital experience was intuitive and accessible to people from different backgrounds. Iterations of testing interaction revealed insights into simple navigational capabilities like swiping or scrolling to questioning the relevance of buttons or language.
The fitting room digital experience was installed in premium Under Armour stores in North America and China. The athlete shopping for performance gear is assigned a room by a teammate on staff in a RFID fitting room. The interface enables shoppers to change the lighting in the room and request new sizes or colours from the floor. Before diving into the design, we started by asking, How can we create a positive fitting room experience? Our partners at Alert Tech informed us that customers that have a positive fitting room experiences are 7 times more likely to purchase items and that most buying decisions are made in fitting rooms.
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MAPPING & WIREFRAMESThe fitting room digital experience was installed in premium Under Armour stores in North America and China. The athlete shopping for performance gear is assigned a room by a teammate on staff in a RFID fitting room. The interface enables shoppers to change the lighting in the room and request new sizes or colours from the floor. Before diving into the design, we started by asking, How can we create a positive fitting room experience? Our partners at Alert Tech informed us that customers that have a positive fitting room experiences are 7 times more likely to purchase items and that most buying decisions are made in fitting rooms.
Under Armour Team
Katrina Keane, Nicolette Cornelius, Heather Armiger