133132BECOCOClosedStudyInnovate UKBECOCO’s aim is to reduce the amount of women's online clothing that is being returned, which causes UK retailers an annual loss of £20bn. The main reason for the returns is a mismatch between customer expectations at the time of ordering versus the way they look when finally tried on. We are in the process of developing an innovative approach to fashion recommendation, which fuses fashion stylist expertise with artificial intelligence to generate scalable recommendations that are based on a user's body profile. With this project we want to get under the skin of our users to optimise the user adoption of our recommendation system. To achieve this, we require professional design expertise that is outside of BECOCO's team skills and budget. We will therefore partner with a specialist design agency that will help us identify how best to influence our customers’ decision making processes towards more body-appropriate choices that have a lower return rate. The project's output will be a comprehensive understanding of our users’ online shopping behaviour (to enable us to optimise our UX and pre-emptively design our technology around the most important factors in our operating business environment), as well as an increased in-house design capability for BECOCO.