01 · The problem
What problem does it solve?
A sportswear D2C brand sells 140 shoe styles online. Shoppers compare five tabs, can’t tell which shoe suits flat feet or the treadmill, and leave to “think about it”. Wrong-size orders make up a large share of returns.
In the brand’s own store, a staff member asks three questions and sells the right shoe in two minutes. Online, nobody asks.
Undecided shoppers
Leave with full tabs and an empty cart.
Wrong choices
Returns from the wrong model or size.
Repeated questions
Support answers “which one is better?” all day.
Lost insight
Nobody knows what shoppers were looking for.