I Felt Like I Need to Fit in Someone Else's Body - Understanding Body-Centered UX Design for Online Fashion Shopping

Decades of online fashion retail and investment in its usability have led to a seemingly refined user experience. Yet, our study shows that female online shoppers, who make up the largest user group, experience a conflicted love-hate relationship when shopping online. Adopting a feminist HCI perspective, we contribute insights from a multi-step qualitative approach involving probes, co-design, iterative prototyping and body maps. We demonstrate that even screen-based website designs are deeply entangled with users’ embodied experiences. Through our analysis, we identify where such designs contribute to heightened emotional labour and negative user experiences. Our work offers concrete design implications centred around inclusivity, the predictive user experience of wearing and caring for garments, and transparency of information. We embody these implications in an interactive prototype and use it to validate our recommendations for a body-centred approach to UX design.