A global swimwear platform with 4–6M monthly visits needed a brand reposition and UX overhaul to boost trust and conversions. Five screens, one cohesive journey, backed by data.
Purchase conversion rate
(2.5% → 3.3%)
Return rate
(38% → 30.5%)
Net kept orders
(combined uplift)
What Cupshe wanted to achieve through the redesign
Where users were facing friction across the shopping journey
How the experience should communicate the new vacation-lifestyle positioning
Add to cart
New Users
Returning users
Intent is similar
Add to cart
14.2%
15.1%
Intent is similar
Checkout rate
4.2%
5.6%
25–30% gap appears here
Cart abandonment
70–74%
60–64%
10pt difference
Conversion rate
2.8–3.4%
4.4–5.1%
Returning convert ~50% better
Users were interested enough to add products, but new users were not confident enough to complete the purchase.
Reason
Core category
Trend
"Item doesn't fit"
55%+
Stable, year over year
"Too small" (sub-reason)
5–6%(2024) → 7–8%(2025)
Fastest growing
Product/fabric concerns
30–35%
Stable
Other
10–15%
Stable
The product page was not helping users set the right expectations around fit, size, and fabric.
Screen
Top issues
Intent is similar
Homepage
"No clear story." "Looks like a sale, not a brand." Lack of inspiration or onboarding.
PLP
Confusing menu structure. No fit/style filters. Search returns irrelevant results.
PDP
Incomplete descriptions, missing fabric info, no fit guidance, too few/poor reviews.
Checkout
Promo code errors, surprise fees, forced login, missing payment methods.
Brand/About
"Don't know who this brand is." No story, no values, no faces.
The experience was not only visually weak; it was missing the trust and clarity users needed at each decision point.
Research & Insights
Turn user behavior and data into clear design decisions.
UX Audit
Find what's broken before it breaks your conversions.
Competitor Analysis
Know where you stand. Design to lead.
Wireframe & Visual Redesign
Conversion-focused screens, built to ship.
Design System
One source of truth for every screen you build.
Editorial hero with seasonal lifestyle campaigns
"Shop by occasion" navigation alongside category
UGC and influencer rails as social proof, not decoration
Fit meter at the top of the variant selector
"Recommended for you" size based on prior kept orders
Fabric shown in closeup for quick decision making
About Us rebuilt as a brand-story page, not a corporate page
Checkout: guest flow, clear pricing, no surprise fees
Consistent brand voice across all five screens
4-week A/B test with a 50:50 traffic split across desktop and mobile users, comparing the existing PDP experience with a variant focused on fit clarity, size guidance, and expectation-setting at the point of decision.
Purchase conversion rate
(2.5% → 3.3%)
Return rate
(38% → 30.5%)
Net kept orders
(combined uplift)
