PROJECT SCOPE —

UX/UI Design, Shopify Migration, Retainer

Overview

Enhancement of Spanx’s eCommerce presence through user experience feature rollouts paired with elevated visual design solutions.

Designed at — BVA (acquired by Accenture Song)

Role — UX/UI Designer

Project model — Retainer

Date — September 2021 to July 2023

Challenge

Spanx was founded by Sara Blakely, who was named by Forbes Magazine as the world's youngest, self-made female billionaire and one of TIME's 100 Most Influential People. Spanx is known for its roots in revolutionizing innovative shapewear and has expanded to bras, underwear, leggings, active and more.

Spanx partnered with our agency to lift and shift their eCommerce site to Shopify. Once migrated to Shopify, Spanx continued their engagement with our agency through a retainer model, where our team designed and developed incremental changes and improvements to the user experience and visual design of the site.

Approach

Through our agency’s engagement with Spanx through a retainer model, I worked on a variety of user experience and visual design improvements to the site, including redesigning and optimizing the product detail pages, collection pages, checkout page, search results page, and the returns process. I also worked on the launch of Spanx’s Canada site as well as the launch of Spanx’s Silver Lining collection. To capstone our contract with Spanx, we reskinned the site to showcase their new branding, including an elevated color palette and typefaces.

I operated as the sole designer on this project for the majority of my time on this retainer. The Spanx client team found our engagement to be so successful that they signed a one-year continuation of our contract to continue working with our team.

Team

Project Manager — Shayna Lapidus, Kerry Martin

Product Owner — Kelly Lender

Design — Tiffany Newman, Jonathan Black, Carmela Ocampo

UX — Mark Oxier

Spanx Team UX — Sam Roth

Tech — Courtney Freeland, Patrick Sullivan, Lionel Acosta, Rhino Hooton, Dell Ward

Data & Analytics — Joshua Maluchnik

QA — Alison Cunningham

Launch Date — July 2023

Product Page Redesign

BEFORE —

AFTER —

BEFORE —

AFTER —

Improvements

  • Created a more immersive image gallery

  • Added fabric details section to illustrate what makes Spanx products unique

  • Created upsell opportunities through recommended product carousel

  • Added reviews section to guide users on fit details and recommendations

Launch Date — July 2023

Collection Page Redesign

BEFORE —

AFTER —

Improvements

  • Refined collection filters

    • Added name of color next to color swatch variant to create more context for users, especially those with visual disabilities

    • Eliminated “Legging Style” and “Feature” filter categories, focusing on the most utilized filters

  • Designed badging that is less distracting and covers less real estate on the product image

  • Changed color variant shape from rectangle to circle

  • Incorporated a more elevated and consistent product photography style

Launch Date — July 2023

Rebrand Design System

When Spanx underwent a rebrand, including an updated logo, color palette, and typefaces, our team was tasked with implementing those changes while adhering to digital best practices. We created a design system to maintain consistency in our application of color and type throughout the site.

Launch Date — May 2022

Silver Lining Collection

Responsibilities

  • Launched high profile campaign, featuring celebrity model Ashley Graham

  • Designed landing page to host new collection and educate customers about new silver lining technology and fabric features

  • Designed modules to market and showcase collaboration with Ashley Graham, focused on helping women feel comfortable and empowered

In the Press

CAMPAIGN FEATURED IN —

SPANX Unveils On-The-Go Collection with Silver Lining Technology Finally, A Pair of White Pants You Can Underthink

Photo: Business Wire

Photo: Spanx

NEXT CASE STUDY —

Elevating Pit Viper’s eCommerce user experience through incremental changes and feature releases while delivering a fun-loving brand voice and aesthetic.