The ChallENGE

Build a digital bra fit experience that offers customers the same utility as an in-store bra fitting.

MY ROLE

Copywriting
Content Strategy

SUMMARY

When competitor True&Co. hit the market with a digital fit quiz intended to ease the resistance to online bra shopping, Victoria’s Secret knew it could no longer rely solely on its in-store bra fitting experience with associates. As the world’s biggest bra brand, the need for a digital fit experience was urgent.

APPROACH

Piloting a Lean UX approach for the first time at Victoria’s Secret, we iteratively developed the Angel Bra Guide over the course of six months. From focus groups and sketch sessions to prototyping and user testing, we launched a fully interactive fit guide—one that managed deliver on both functionality and the “sexy” brand promise.

The end result shown here was our MVP (minimum viable product). Continued user testing and sales results offer new information that drives continual design iterations.