If we consider on axe X the body shape (from thin to obese) and on the Y axe the height, the size development of a body-shape related product company (clothing, furniture, interior design, automotive, etc.) can be represented with a line, the one of a seat as an ellipse and the one of a chair as a circle, while the population is distributed as a cloud of points.
When a customer buys a product he/she knows (sometimes roughly) his/her measures but not their reference with the body shapes (the point in the cloud) and he/she does not know precisely the measure development of the product and its range of satisfied body morphologies. Since the body is a very complex 3D shape the probability that this marching is perfect is very low, especially (see figure) for people who is not in the centre of the cloud of points.
Physical trial allows the customer to concretely verify the matching of the real piece, with its specific morphology. But, when not possible like in online sale, by the correct set of input information, a dedicated and specific set of rules and an adequate computational power, the process of associating the consumer measures with a point in the cloud can be scientifically reproduced by a mathematical algorithm. This algorithm can provide the matching between the piece on sale (in e-commerce as well as in traditional retail) and the consumer body shape, taking into proper consideration the fact that the 1st is a 2D shape while the 2nd is a 3D one, with the related geometrical level of complexity: Morpheos algorithm will suggest the design (and size if available) nearest to the body shape and most fitting to it. This process is universal and overcomes the size traditional method, putting in direct connection the 3D shape of consumer body and the physical measures of the clothing and furniture on-sale as well as adaption of body adapting goods.