Savage X Fenty

Elevating luxury intimate shopping

Elevating luxury intimate shopping

Role

Senior Product Designer

Project Type

E-commerce

Date

2023 / 2024

Contribution

UX/UI Audit, Rebranding, Growth

Savage X Fenty (SXF) revolutionized the lingerie industry with their bold, inclusive designs and community-driven approach. Founded by global icon Rhianna in 2018, the company is part of the $800M+ TechStyle Fashion Group, an industry leader known for its celebrity partnerships and digital-first brands.

Savage X Fenty (SXF) revolutionized the lingerie industry with their bold, inclusive designs and community-driven approach. Founded by global icon Rhianna in 2018, the company is part of the $800M+ TechStyle Fashion Group, an industry leader known for its celebrity partnerships and digital-first brands.

Enhanced Checkout

Redesigned the Review Order step, unified CTA styles, and optimized form layouts to improve clarity, functionality, and navigation while aligning with best UI practices.

Streamlined Flow

Added progress indicators, refined titles, and ensured visual consistency to reduce friction and guide users smoothly through checkout.

Cohesive Visual Design

Refined headers, background colors, and styling to deliver a polished, engaging experience that boosts satisfaction and conversion rates.

Previous Checkout

Updated Checkout

Strengthening Design & Design Ops

Effective Rebranding

Achieved a more impactful and cohesive brand identity, enhancing user overall perception of the brand. WS and SXF teams collaboratively completed a comprehensive site branding refresh in just 3 sprints, demonstrating teamwork efficiency and agility in execution.

+12.8%

Increase in product
list views

+2.8%

New checkout overall conversion growth

10%

Reduced order completion time

+12.8%

+12.8%

Increase in product
list views

Increase in product
list views

+2.8%

+2.8%

New checkout overall conversion growth

New checkout overall conversion growth

10%

10%

Reduced order completion time

Reduced order completion time

See All Works

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