BIKINI EMPIRE
2014-PRESENT
Bikini Empire mixes playful style with form-flattering function and comfort.
Client
Bikini Empire
MY ROLE
UX Design
Marketing
THE CONTEXT
I am one of the co-founders of the sustainable swim brand, Bikini Empire founded in 2014. Since 2019 we have been focused entirely on ecommerce. In 2023 we reassessed our sales strategy with the objective to improve the shopping experience across the board for our customers.
The Objective
To give shoppers a more informative and realistic shopping experience from start to finish. Shopping for swimwear can be daunting for a lot of women, so we wanted to make the process as smooth as our fabric. We focused on pre-purchase communication, improved product pages, navigation, and the checkout process.
PHASE I. Empathize
I wanted to learn more about our users so I started by:
1. Informally interviewing clients.
2. Conducting a competitor analysis.
3. Diving deep into conversations and analytics on Facebook and Instagram.
Key Painpoints
1. It is not clear which items go together, and not easy to find them.
2. Buying swimwear online without the ability to try it on can be difficult, feeling confident about fit is a challenge.
3. The checkout process was too lengthy.
Phase II. Conceptualize
We started strategizing how to use our research findings to improve the experience for users.
1. Created a journey map of the checkout process.
2. Discussed insights.
3. Discussed constraints (budget and timeline).
phase iii. design
We jumped into designing the improved shopping experience across all touch points.
1. We decided to include physical touch-points where users could interact with our product, feel the fabric, and try it on. This included select boutiques and pop up shops.
2. In 2023, engaging video and user centric photography are a must on social media. We rolled out a content strategy and Meta ads campaign to increase our brand visibility with a focus on demonstrating fit and feel to make the user’s first interactions with our brand more helpful in their purchase process.
3. We reworked our website to address some of the main pain-points.
a. Improve actionability on home page
b. Create a more realistic shopping experience with more real life info, visuals, and more intuitive navigation.
c. Reduced the length of the checkout process to improve conversions.
Outcomes
With a focus on creating a smoother shopping experience for users, we saw an increase in all metrics:
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