A positive fitting experience that enables customers to learn more about products
SCOPE
Field Research, UX/UI Design, Global Strategy, Retail Marketing
ROLE
Senior Designer
Concept development
UX/UI design
Presentation
Visual system development
Design collaboration and QA
UNDER ARMOUR TEAM
Nathan Grundhauser
Katrina Connelly
At Under Armour, we reimagined the fitting room as a critical moment of decision, transforming it into an interactive environment that supports discovery, confidence, and connection between athletes and in-store staff.
The goal was to create a positive fitting room experience that enables customers to learn more about products while seamlessly engaging with teammates on the floor. Using Radio Frequency Identification (RFID) technology, the fitting room automatically detects the items a customer brings inside. A digital interface records each product and allows the customer to request alternative sizes or colors directly from the screen. Once selected, a teammate delivers the requested items, reducing friction and keeping the athlete focused on fit and performance.
User testing played a central role throughout the design process. Iterative testing revealed insights across multiple levels of interaction, from basic navigational behaviors such as swiping and scrolling to the clarity, relevance, and tone of on-screen language and buttons. These findings informed refinements that ensured the experience was intuitive, accessible, and usable by customers from a wide range of backgrounds and comfort levels with technology.
The RFID fitting room experience was installed in premium Under Armour stores across North America and China. Athletes are assigned a fitting room by a teammate, where the interface allows them to adjust lighting conditions and request additional products without leaving the room. Before designing the system, we began with a foundational question: how can the fitting room better support confidence and decision-making?
Research from our partners at Alert Tech reinforced the importance of this moment. Customers who have a positive fitting room experience are seven times more likely to make a purchase, and the majority of buying decisions occur within the fitting room itself. The resulting experience positions the fitting room not as a back-of-house utility, but as a key touchpoint where technology, service, and brand come together to support performance-driven retail.
