Repair
Premium activewear, sold on fit.
A premium Jordanian activewear brand up against Gymshark and Alo. Online, fit is the question that loses the sale.
Show everything on models, put a size guide on every product, price in JOD, and leave no surprises for checkout.
A web store and app: discover, search, product page with size guide, wishlist, cart, checkout and orders.
- What we did
- UX research
- UX/UI design
- Web + app
- Sector
- Activewear e-commerce
- Market
- Amman · Jordan
- Platform
- Web + app
The insight
Fit sells. Bad fit returns.
Most apparel sites don’t answer the one question that matters.
- 82%of apparel sites lack enough sizing informationBaymard Institute
- ~30%of UK online fashion is returned, mostly on fitfulfilmentcrowd via Just Style, Jan 2025
- US$38mJordan fashion e-commerce, 2025ECDB, 2025
Who it’s for
Three shoppers
Primary persona
Gym regular
Trains four times a week and knows what fits.
20s–30s · Amman · buys activewear several times a year
Fit and fabric first, logo second.
Synthesised from research, not a quote
Goals
- Gear that fits and performs
- A premium look at a local price
- Delivery this week
Frustrations
- Vague size charts
- Slow exchanges
- Paying premium for low quality
Behaviours
- Discovers new drops on Instagram
- Checks fit on models and in reviews
- Often pays cash on delivery
What it means for the design
- A size guide on every product
- Every product shown on models
- Order status and easy exchange
Job to be done
When I’m building my training routine, I want activewear that fits and looks premium without importing it, so I can order today, pay how I’m used to, and wear it this week.
Style-led buyer
Wears athleisure daily; wants a premium look at a local price.
Editorial discover, JOD prices
Gift buyer
Buys for someone else and has to guess the size.
Size guide, order and return status
Proto-personas · built from desk research, competitor review and the design file · assumptions to validate with client data
Customer journey
From a new drop to worn
The gym regular, buying leggings online.
| Stage | 01Discover | 02Choose size | 03Decide | 04Checkout | 05Delivery |
|---|---|---|---|---|---|
| Doing | Sees a new drop on Instagram | Checks fit and fabric | Compares to imported brands | Pays, often on delivery | Tries it on |
| Touchpoints | Instagram, friends | Product page, size guide | Fabric details, reviews | Cart, checkout | Courier, orders |
| On their mind | How would it look on me? | Which size am I? | Is it worth the price? | What’s the total? | Can I exchange it? |
| Feeling | |||||
| Pain points | Can’t picture it on a body | Size charts missing or vague | Premium price, unknown quality | Fees appear late | Wrong size, slow exchange |
| Opportunity → design | Every product on models | Size guide on the product page | Fabric story on the page | Free-shipping meter, totals up front | Orders with status, buy again |
Current-state journey · Proto-journey from desk research and the shipped design · to validate with client data
User flow
Buy the right size
Discover to delivered, with the fit question answered.
- 01Discover
- 02Product · size, colour
- Sure of size?No → size guide
- 03Cart · shipping meter
- 04Checkout
- 05Orders · buy again
Product page
Fabric, fit, then buy
Size and colour up top. The story of the fabric below.
Product page · Product page, app
Shop
Shown on people
Every product on a model. Reorders in one tap.
Checkout
No surprises at the end
Free-shipping meter, delivery options and totals up front.
Design decisions
Every choice has a reason
What we chose, and the evidence behind it.
- 01
A size guide on every product
82% of apparel sites lack enough sizing information, and poor fit is the main reason for returns.
Baymard; Just Style, Jan 2025
- 02
Men and women at the top
Category convention and the fastest path to the right size range.
Our design rationale
- 03
Orders with status
Cash on delivery is the norm in Jordan. Shoppers need to know where the parcel is.
EasySell, Apr 2026
- 04
JOD everywhere
Local prices, no exchange-rate surprise. Extra costs drive 40% of abandoned carts.
Baymard, Sep 2025
