Location
Worldwide
Availability
2 open slots
Experience
52 stores designed
Specialization
E-commerce UI/UX design
Belluna
Product page redesign for a DTC brand selling wireless comfort bras and shapewear
Customer & Competitive Research
UX Copy
Visual Direction
Custom AI Imagery
Fully Responsive Design
Design System
Developer Handoff
The brand
Belluna sells wireless comfort bras and shapewear direct to consumers across Germany, Austria and the UK, on a small focused range that puts almost the entire commercial weight of the business on one product page.
The problem
Two thirds of returns in this category trace back to a single issue: the size was wrong. A returned item costs roughly 30 euros to process once shipping, handling and markdown are counted, and fewer than half of returned stock resells at full price.
The page Belluna was running answered the size question the way most stores do, with a chart and a dropdown. That leaves the decision entirely to the shopper at the point where confidence is lowest, and the outcome is a guess, a duplicate order placed with the intention of returning one, or an abandoned session.
The product imagery compounded it. It read as artificial, which undercut the price the brand was asking and made a well made product look like a cheaper one.
The approach
Before any design work started I ran customer research across the category, covering what drives the purchase decision for comfort bras online, where shoppers hesitate, and which factors most reliably lead to a return.
I then went through the leading brands in detail, both where their product pages work and where they leave opportunities open. Several of the strongest features on the redesigned page came out of finding a competitor's idea and rebuilding it to work better than the original.
Two complete directions, not one concept
Both were finished pages rather than colour variations, so Belluna could judge two genuinely different expressions of the brand against real hierarchy and real content instead of a mood board.
A buy box built to remove the size objection
The size selector is where the return begins. The redesign replaces the dropdown with visible size options and adds a fit calculator that converts a shopper's usual measurements into the correct size in Belluna's range, with the fit guarantee sitting directly beneath the add to cart button rather than inside a policy page.
Colour options were rebuilt as flat swatches instead of photographs shot under different lighting, so the pattern shown is the pattern that arrives. Each of those decisions works on the return rate as much as on the conversion rate.
Product imagery that supports the price
The original gallery was the clearest signal on the page that the product cost less than it does, and it sat in the highest attention position on the store, directly beside the buy button.
The replacement is a full set of product creatives produced and directed in house, covering what shoppers evaluate before committing: how the product sits, how it holds, and how it looks under clothing. Producing them this way removed both the cost and the lead time of a photoshoot, and gave the brand a consistent image library across the range.
One page, scoped around one decision
Most product page redesigns are judged on how much better the page looks. This one was scoped around a specific and well documented weakness in the category, and every decision on the page was made to close it.
Belluna
Product page redesign for a DTC brand selling wireless comfort bras and shapewear
Customer & Competitive Research
Custom AI Imagery
Visual Direction
UX Copy
Fully Responsive Design
Design System
Developer Handoff
Belluna
Product page redesign for a DTC brand selling wireless comfort bras and shapewear
UX Copy
Customer & Competitive Research
Visual Direction
Custom AI Imagery
Fully Responsive Design
Design System
Developer Handoff
The brand
Belluna sells wireless comfort bras and shapewear direct to consumers across Germany, Austria and the UK, on a small focused range that puts almost the entire commercial weight of the business on one product page.
The problem
Two thirds of returns in this category trace back to a single issue: the size was wrong. A returned item costs roughly 30 euros to process once shipping, handling and markdown are counted, and fewer than half of returned stock resells at full price.
The page Belluna was running answered the size question the way most stores do, with a chart and a dropdown. That leaves the decision entirely to the shopper at the point where confidence is lowest, and the outcome is a guess, a duplicate order placed with the intention of returning one, or an abandoned session.
The product imagery compounded it. It read as artificial, which undercut the price the brand was asking and made a well made product look like a cheaper one.
The approach
Before any design work started I ran customer research across the category, covering what drives the purchase decision for comfort bras online, where shoppers hesitate, and which factors most reliably lead to a return.
I then went through the leading brands in detail, both where their product pages work and where they leave opportunities open. Several of the strongest features on the redesigned page came out of finding a competitor's idea and rebuilding it to work better than the original.
Two complete directions, not one concept
Both were finished pages rather than colour variations, so Belluna could judge two genuinely different expressions of the brand against real hierarchy and real content instead of a mood board.
A buy box built to remove the size objection
The size selector is where the return begins. The redesign replaces the dropdown with visible size options and adds a fit calculator that converts a shopper's usual measurements into the correct size in Belluna's range, with the fit guarantee sitting directly beneath the add to cart button rather than inside a policy page.
Colour options were rebuilt as flat swatches instead of photographs shot under different lighting, so the pattern shown is the pattern that arrives. Each of those decisions works on the return rate as much as on the conversion rate.
Product imagery that supports the price
The original gallery was the clearest signal on the page that the product cost less than it does, and it sat in the highest attention position on the store, directly beside the buy button.
The replacement is a full set of product creatives produced and directed in house, covering what shoppers evaluate before committing: how the product sits, how it holds, and how it looks under clothing. Producing them this way removed both the cost and the lead time of a photoshoot, and gave the brand a consistent image library across the range.
One page, scoped around one decision
Most product page redesigns are judged on how much better the page looks. This one was scoped around a specific and well documented weakness in the category, and every decision on the page was made to close it.
Booking for July
Let's talk about your store
A short call to find what's costing you sales, and what I'd change
Let’s talk about your store
Prefer email?
tan@wayrise.studio
Let’s talk about your store
Prefer email?
tan@wayrise.studio