Bras that fit you are out there. We’ll help you find them.
Froot is a D2C marketplace for finding bras that fit. We do this by shifting how bras are sized and bought online through our biometric fit technology while acting as a B2B platform for bra brands looking to reduce return rates.
Froot is a D2C marketplace for finding bras that fit. We do this by shifting how bras are sized and bought online through our biometric fit technology while acting as a B2B platform for bra brands looking to reduce return rates.
User Research
150+ User Interviews: Talking to people with breasts, ages 15-89, about their bras and their relationship with their body.
Research Questions: What’s your relationship with wearing bras? What was your first fitting like? What is your biggest bra pain point?
Essential information gathered, resulting in definition of our design criteria.
What we learned:
In-person fitting sucks.
[ 1 ] They are invasive. [ 2 ] They result in a terrible association with bra buying and cause shame [ 3 ] They have low success rates for well-fitting bras.
Online bra shopping also sucks.
Sizing is inconsistent across bra brands, so users don’t know where to start and it is expensive spend lots of money on trial-and-error testing, all with low success rates.
Bra Brand Research
30+ Interviews with Bra Brands: We interviewed brands like Natori, Wacoal, and ThirdLove about their issues with bras.
Questions we asked: What are your return rates? What causes bras not to fit? Why are return rates so high? What are your consumer issues with bras? What are you doing to address that?
We learned that the root cause is merging anatomical fit with user preference
What we learned:
The root of the problem: Bras aren’t designed poorly inherently, a million brands have redesigned bras. The issue is bra fittings. We needed to merge anatomical fit with user preference
Fit is hard to predict: What a user’s anatomical fit is, is often different than how they want their bra to fit. We need to empower users to feel safe, secure, and confident in our recommedations.
Shape vs. size: Breast shape varies and even the perfect fitting bra might not fit the consumer whose breast shape doesn’t match the bra. We need to account for breast shape, density, and anatomy not normally taken into account.
Our Approach: Froot's platform makes online bra-buying easy for users in four steps
Process:
1. Survey Users
2. Review our competitors
3. Research market conditions
Further Research details:
Breast Profile Iterations
Web Design Iterations
