Spanx Shapewear Refresh
Role: Product Designer
Team: Product Manager, E-commerce Site Merchant, Engineer
Duration: August 2024 - October 2024
As pioneers in the shapewear industry, Spanx originally had little competition. However, with the market now more crowded than ever, we needed to differentiate our products by showcasing our quality, innovation, and technology. This project focused on helping customers better understand shapewear levels and find the right fit for their needs through a revamped shopping experience.
The Problem
Shapewear can be overwhelming to shop for, especially for first-time buyers. Customers often struggle to understand:
- The different shaping levels and which one meets their needs
- How to choose the right product without trying it on
- The technology behind our products that sets Spanx apart
- How to choose the right product without trying it on
- The technology behind our products that sets Spanx apart
To address this, we designed a content-driven landing page, along with Product Listing Page (PLP) and Product Detail Page (PDP) components that provided a more educational and intuitive shopping experience.
Research & Sketches
I began by conducting a competitive analysis, examining how other brands guide customers through their shapewear selections. This helped identify best practices and gaps in the user journey.
I then sketched out key pages, brainstorming how to integrate shopping aids and educational content seamlessly into the customer flow.
Content Landing Page
I collaborated with the Shapewear Site Merchant to understand how our customers shop and determine which content and components from my sketches would be most relevant as we didn't want the page to get too lengthy or overwhelming for the user. This page served as an entry point, educating users on shapewear levels, fit, and technology while guiding them toward the right product category.
Product Listing Page
To make product discovery easier, I integrated the shaping level component from the CLP as a visual navigation tool. Additional enhancements included:
- Carousels that broke up the grid, offering multiple ways to browse.
- A redesigned PLP structure, where products were grouped by shaping level, each section featuring a clear call to action to shop that category.
- A redesigned PLP structure, where products were grouped by shaping level, each section featuring a clear call to action to shop that category.
Product Detail Page
The PDP experience was optimized by incorporating the shaping level component, reinforcing product benefits and ensuring consistency across the funnel.
Conclusion
This project allowed me to design a cohesive shopping experience that touched various stages of the customer journey, from education to conversion. By simplifying product discovery and guiding customers through shapewear selection, we reduced confusion and created a more engaging, user-friendly experience.