UGG Size Utility
Strategy | User Testing | SolutioningRedesigning UGG's Sizing Experience: Removing Friction, Building Confidence
UGG has long been synonymous with premium, comfort-first footwear. But when it comes to online shopping, even the coziest product can’t cushion the confusion many customers feel around sizing. For many shoppers, uncertainty around finding the right size is more than an inconvenience—it’s a roadblock. It leads to hesitation, abandoned carts, and a high volume of returns.
Our research set out to answer a fundamental question: How can we build a more intuitive, trustworthy sizing experience for everyone—whether shopping for themselves or someone else?
The Big Questions
To guide the work, we posed four key questions:
Do customers understand and trust the sizing information provided?
Where do they get stuck or abandon the page due to size uncertainty?
How effectively do the sizing tools support multi-shopper use cases (e.g., parents shopping for kids or partners)?
What size guidance do customers expect but currently don’t receive?
Identify pain points in UGG’s current sizing utilities on product detail pages and design improvements that increase customer confidence in selecting the right size—whether shopping for themselves or others. The ultimate goal was to reduce size-related friction, abandoned carts, and returns.
My Research Approach
I used a multi-method approach to uncover where sizing guidance was breaking down:
User Testing: Observed task completion and gathered sentiment as users searched for sizing information for themselves and others.
On-Site Feedback Synthesis: Analyzed user-submitted comments to identify recurring issues.
Content Square Analytics: Examined clicks, funnels, and drop-offs on PLPs and PDPs.
Baymard Benchmarking: Compared UGG’s sizing UX to industry standards and best practices.
Insights revealed that users often felt overwhelmed by complex size filters (e.g., multiple size formats in one dropdown) and confused by unclear sizing labels, particularly for kids. Mobile users struggled to access and interpret size charts, and there was a notable lack of guidance around extended sizing for wide feet and calves. These findings informed actionable design recommendations focused on simplifying filters, clarifying sizing terminology, and improving the mobile sizing experience to support confident decision-making across diverse customer needs.
Design Requirements & Solutions
1. Simplify the Filter Experience
To streamline the PLP, we restructured the size filters into clearly labeled, non-overlapping categories (e.g., numeric, letter, specialty). We also introduced smart defaults that dynamically adjust based on the product type—so a shopper browsing kids’ boots isn’t distracted by adult sizing options.
2. Clarify Kids' Sizing
We standardized sizing labels to be more descriptive (e.g., “Toddler (1–4 yrs),” “Big Kid (8–12 yrs)”) and added tooltips and info icons throughout the site to help guide unfamiliar shoppers—especially gift buyers or new parents.
3. Improve Mobile Size Chart Accessibility
We redesigned size charts to function as expandable accordions or modals, ensuring content stayed scannable and easy to tap. We also ran A/B tests to refine chart placement—experimenting with positioning near the size selector versus in the Size & Fit section.
4. Support Extended Sizing Needs
To empower shoppers looking for wide or extended fits, we added visual measuring guides and placed them contextually within the PDP—removing guesswork from the equation.
5. Enhance Size Chart Toggle Behavior
We refined interactions so that toggling between charts (e.g., Women’s vs. Men’s) now triggers visual feedback like icon changes and animations, giving users confidence that they’re viewing the right information.
Through these changes, we reimagined UGG’s sizing system to be more inclusive, intuitive, and mobile-friendly—ensuring every customer, from casual browsers to loyalists, could find their perfect fit with confidence.