THINX SHOPPING FUNNEL UPGRADE
Duration
Feb 2019 - May 2019
latest updates - May 2020
Roles
Research, Product Design
Team
Elise M. (UX Researcher), Kim S. (Visual Designer), Rachel C. (Copy Writer)
Context
As Thinx grew rapidly as a DTC brand, website traffic increased—but the shopping experience lagged behind. While the site was visually strong and on-brand, core shopping touchpoints needed better usability.
To improve conversion, we prioritized updates to the navigation, collection, and product detail pages. I led the redesign shortly after joining the company, focusing on user flow and information architecture, while also designing the navigation and collection page visuals.
Initial updates launched in late 2019 and were further refined through usability testing and incorporated into the larger Thinx Website Redesign.
The Problem
While the site reflected Thinx’s bold brand, users found it difficult to navigate and shop with ease. Key touchpoints lacked clarity, making it harder for customers to find products and complete purchases confidently.
The Solution
The Product Balancing standardization with brand personality
The previous Thinx website was bold and playful—but it lacked structural consistency and usability, especially across the shopping journey. The information hierarchy and interactions needed refinement, and I drew on proven e-commerce design principles to help improve the user experience and drive conversions.
At the same time, Thinx isn’t a traditional brand—it’s innovative, empathetic, and unapologetically different. As a DTC brand, it needed a site that not only worked well but also told its story in a way that resonated with its audience.
While streamlining the shopping funnel, I introduced thoughtful interaction details that reflected the brand’s voice—like yellow hover highlights that mimic a marker stroke, uniquely shaped color swatches, and a carousel that’s both informative and delightful to use. Our goal was to make the shopping experience intuitive and enjoyable, while helping Thinx boost engagement, sales, and brand expression.
The HighlightEducating and entertaining at the same time
One key insight from user research was that many new customers hesitated to purchase because they didn’t fully understand how Thinx products worked—especially around absorbency levels. Helping users make informed decisions through product education became a central goal of the redesign.
The product detail page (PDP), being one of the final decision points, needed to go beyond basic terms like “super” or “moderate.” To bridge this gap, I designed an absorbency converter that translates Thinx levels into familiar period products—like tampons, pads, liners, cups, and discs—along with mL values for added clarity.
This feature is integrated as an interactive dropdown, subtly woven into the product description. It provides guidance without overwhelming the user, creating a moment that’s both informative and engaging.
