Target.com Size Charts & Fit Guides

content strategy • creative direction

When I joined the Target.com Site Merchandising team, the site only had about 10% coverage of sizing information within the Apparel product category. Additionally, data showed us that guests were frequently researching sizing information when shopping and were extremely frustrated when not able to find it, leading to lost sales.

As the lead strategist on this project, my goals were to:

  • create relevant, information-rich size and fit guides

  • provide an easy and well-designed experience

  • create a model for associating sizing information to SKUs

  • increase PDP conversions and decrease product returns

I partnered with in-house and third-party apparel designers to obtain correct sizing information for 40+ brands across all categories and develop fit and measuring guides to help the shopper make an informed decision. I organized a casting call and a photo shoot to obtain brand appropriate photography and provided creative direction for all design work. I also worked with a team of developers to stand up a system to allow a one-click size chart association when setting up SKUs.

After about six months of tireless work, I delivered a beautiful and seamless experience with an implementation model that:

  • immediately increased size chart coverage by 80%

  • decreased internal searches for sizing information by 50% within four weeks post launch

  • measured a 163% increase in clicks on size chart link on PDP that was directly tied to a 16% increase in conversion rate (purchase post click).