Amazon
Reducing Returns Through Virtual Try-On
Returns
Problem
Apparel
Category
POC
Approach
Confidence
Focus
Overview
Partnered with Amazon to explore new product functionality aimed at reducing friction in apparel purchasing and lowering high return rates.
The focus was to design and validate a virtual try-on experience that could replicate—or exceed—the confidence of an in-store fitting room.
The Problem
Online apparel shopping lacks confidence and fit certainty.
- →Customers cannot accurately assess fit, size, or appearance
- →This leads to high return rates and operational cost
- →Existing solutions fail to replicate the in-store fitting experience
- →Setup and onboarding for new tools often introduce friction
Key Insight
Returns are not just a logistics problem—they are a confidence problem.
We found that:
- →Customers need to visualize themselves, not just the product
- →Fit is both functional (size) and emotional (how it looks/feels)
- →Reducing friction in setup is critical for adoption
- →Continuous usage depends on trust in the output, not novelty
Approach
Concept Exploration
Developed multiple experience concepts for in-home evaluation:
- ·Virtual try-on via mobile and desktop
- ·360° visualization of garments on a user body
- ·Fit and style feedback to guide purchase decisions
Proof of Concept (POC)
Created a POC to test feasibility and user response:
- ·Evaluated onboarding and setup flows
- ·Explored tradeoffs between accuracy and usability
- ·Generated alternative interaction models for testing
User Validation
- ·Tested concepts with prospective users
- ·Identified friction points in setup and interaction
- ·Assessed perceived trust and usefulness of the experience
System Thinking
This solution sits within a broader commerce system:
Key Challenge
The key challenge was balancing:
- →Accuracy vs ease of use
- →Setup friction vs long-term value
Impact
The work established a foundation for:
- →Reducing return rates through improved pre-purchase confidence
- →Defining interaction models for virtual try-on experiences
- →Identifying critical factors for adoption (trust, simplicity, speed)
Business Insight
The project also surfaced a critical business finding:
- →The initiative lacked clear ownership and funding within the organization
- →Early discovery clarified misalignment before significant investment
- →Prevented unnecessary allocation of time, resources, and engineering effort
Key Takeaways
- →Confidence is the primary driver of purchase behavior in apparel
- →Reducing onboarding friction is critical for new product adoption
- →Visualization must feel personally relevant to be effective
- →Product success depends on balancing technical capability with usability
- →Early discovery can de-risk product investment and prevent wasted effort
Mapping
Configured view
Rendered view