Challenge

Sustainably conscious women who shop online need to find high-quality, comfortable lingerie from an independent brand. But they face challenges around quality assurance, inconsistent sizing, and lack of brand transparency.

My Role & Process:

• Conducted stakeholder interviews to align business goals, KPIs, and brand values.

• Performed competitor and market research around sustainability, body positivity, and women empowerment themes.

• Led user interviews and created a detailed persona to drive empathy and design decisions.

• Mapped the user journey, highlighting pain points like sizing confusion and lack of transparent brand information.

• Developed mid-fidelity prototypes and ran user testing to refine elements (e.g., repositioning wishlist button, adding a sizing-chart overlay).

• Moved into high-fidelity and responsive prototyping covering main page, catalogue, product page, and sizing chart overlay.

  
  

Outcome: The redesigned site offers a seamless, user-centred experience that aligns with the brand’s ethical values and empowers visitors with clear information, consistent sizing tools, and trustworthy aesthetics. It transforms browsing into confident purchasing.