Fashion e-commerce continues to struggle with high return rates driven by limited product information and the inability for consumers to physically assess garments. These returns generate significant environmental impact and expose gaps in the way digital product presentations communicate essential attributes. Visual Interaction Systems for Transparent AI in Fashion E-commerce (VISTA) investigates how Visual Assistance Tools (VAT), including augmented reality (AR), virtual reality (VR), and emerging AI-assisted visualisation systems, can support clearer, more reliable product understanding and promote more confident, sustainable purchasing decisions.
Approach
VISTA investigates how Artificial Intelligence (AI) can support more informed purchasing decisions and reduce product returns in fashion e-commerce. Through a human-centred design approach, the project combines a literature review, user research, and the evaluation of existing AI-based tools, focusing on information gaps, consumer confidence, and decision-making in online fashion shopping.
Results
The project aims to identify the opportunities and limitations of AI-based tools in fashion e-commerce, assess their effectiveness in supporting purchasing decisions, and establish design recommendations for more informative, trustworthy, and user-centred shopping experiences. VISTA seeks to contribute to reducing unnecessary returns and promoting more sustainable fashion consumption.