Size Advisor 2.0 - Reinventing fit precision with UI elegance
Size consistency across brands has always been a challenge. Gwynnie Bee’s Size Advisor was built to solve that problem with machine learning, but the original version was buried deep in the shopping flow and underused.
For 2.0, my role was to give the tool visibility, clarity, and trust through refreshed UI, a dedicated landing page, and a creative campaign that showed exactly how it worked in real life.
Client
Gwynnie Bee
Role
Creative Lead, Photographer,
UI Designer
Tools
Sketch, Adobe Photoshop
Product Type
B2C, Native App
Timeline
Each phase took several months, full project about 2 years
Agency
CaaStle
Year
2019
Problem
Members loved the idea of personalized sizing but rarely interacted with the tool. The lack of visibility made it easy to miss, and the interface felt dated. The business impact was clear: higher return rates and missed opportunities to improve satisfaction. The challenge was to reimagine Size Advisor in a way that felt intuitive, visible, and on-brand, without disrupting the logic members already trusted.
Approach
We partnered with UX and leadership to audit the original tool and map friction points. From there, we redesigned the interface with updated colors, typography, and layout. We also created a dedicated landing page that gave members a clear starting point. To make the feature relatable, we introduced the GoldieLocks campaign — showing a member in three sizes of the same dress, a simple visual story that instantly explained “too big, too small, just right.” I art directed and shot the campaign photography, then designed the landing page that paired the visuals with prompts for how to use the feature.
Solution / Phases
Phase 1: Visibility
We moved the tool from a hidden step into a dedicated landing page, giving members a clear entry point and space to engage.
Phase 2: UI Refresh
We redesigned the interface to feel consistent with the brand system. Updated colors, typography, and prompts made the flow easier to follow while keeping the core functionality intact.
Phase 3: Campaign Integration
The GoldieLocks campaign was conceived to bring the feature to life. By showing one member in three sizes of the same dress, we gave a real-world demonstration of how Size Advisor delivered the
“just right” fit.
Phase 4: Iteration
We tested placement and messaging across product pages, refining based on A/B data and member feedback. Each iteration made the tool easier to discover and reinforced confidence in its recommendations.
My Contributions
I led the UI redesign of Size Advisor and created the dedicated landing page. I directed and shot the GoldieLocks campaign, producing visuals that turned abstract sizing logic into relatable storytelling. Alongside that, I developed layouts for email and campaign assets, partnered with UX on usability testing, and built decks to align stakeholders.
Results
Engagement with the tool increased once it was visible and approachable. Members used Size Advisor more often, which reduced returns and boosted confidence. Internal tracking showed steady lifts in satisfaction and garment wear-through, with average improvements ranging from 16% - 38%.