Bodygram
Help online shoppers quickly find their perfect size using their body measurements
Bodygram | 2022-2024 | UX Designer
Vision & OKR Planning, Strategy, Concept, Design workshop facilitation, Research, Cross-functional collaboration, Rapid prototyping, Client communication
Summary
To help Bodygram scale its AI sizing technology across B2B and B2C markets, I led the UX strategy and prototyping for a universal size recommendation experience. The product combined accuracy, personalization, and ease of integration—supporting both online shoppers and apparel businesses. My work contributed to the adoption of this solution by top Japanese fashion brands and opened opportunities in the US market.
Background & Opportunity
Bodygram provides a unique AI technology that generates over 30 body measurements from just two smartphone photos. After initial success with custom client implementations, the company needed a scalable solution to address broader market needs—especially in fashion e-commerce, where sizing confusion causes high return rates.
At the same time, many apparel businesses lacked technical resources, making integration difficult. A universal size recommendation product could streamline onboarding, reduce returns, and help shoppers make confident sizing decisions.
UX Challenges
Online shoppers struggled with inconsistent sizing across brands, leading to high return rates and purchase hesitation.
Apparel companies—especially small to mid-size ones—found it difficult to communicate sizing effectively online.
Bodygram needed to reduce its reliance on custom development and improve the usability of the body scan flow to increase conversion.
18%
Online shoppers have either returned clothes or considered returning them.
38%
38% of returns were caused by size issues. Size was the top reason for returns.
My Role & Strategy
As the lead UX designer, I defined the product concept, collaborated closely with leadership, and conducted research and prototyping to balance user needs, technical constraints, and business goals. I worked cross-functionally with engineering, product, and sales to deliver an experience that could scale.
Competitive Analysis
I analyzed local and global size recommendation services, identifying key gaps and differentiators.
Key takeaways:
Most tools only consider product dimensions—not body shape.
Competitors required excessive manual input across multiple screens.
Bodygram’s strength: high accuracy from minimal input (or photos).
Visual aids (like 3D bodies or brand-based size matching) were common elsewhere.
Prototyping
I created a prototype with two flows:
Lightweight version based on height, weight, age, and gender.
Photo-based version with higher accuracy but more effort.
I redesigned the photo flow to reduce friction and improve photo-taking guidance. Internal testing and client feedback helped refine the experience for consumers.
Validation
I conducted user interviews in Japan and the US to validate our direction.
Key insights:
Users liked the idea of AI sizing, especially for personalization.
The photo-based method was seen as more accurate but required effort.
Simpler, input-based recommendations were preferred for everyday use.
MVP & Launch
Based on the research, I finalized the design with two options and a selection screen at the beginning of the flow:
A quick-input flow for mass-market adoption
A photo-enhanced flow for precision use cases
The MVP launched successfully, and the existing product was migrated to the new experience. This helped onboard major Japanese fashion brands and opened doors for US expansion.
V2 Enhancements & Customization
Design Workshop
I facilitated a V2 design workshop to uncover improvements. Through this internal ideation and client collaboration, we introduced new UX refinements and clarified edge cases.
UI Customization Guidelines
To support brand consistency across clients, I developed visual customization guidelines. I worked with engineers to ensure UI flexibility while maintaining system integrity.
Result: Customizability helped unblock enterprise deals—such as Adastria—and led to in-store pilot testing.
Impact & Reflection
Expanded adoption across Japan and opened conversations with US partners
Unblocked sales pipelines through productized design
Helped shift Bodygram from custom builds to a scalable SaaS model
Validated user preferences and iterated the photo UX based on direct feedback
Supported the team in building a roadmap grounded in real-world insights
Copyright©2026. Mikako Matsunaga