Bare Necessities

Website + Experience Design

Overview

Bare Necessities, a leading online intimates retailer, needed to evolve. The brand had a strong history of inclusivity and expertise but was at risk of losing ground to fast-growing D2C competitors. Our challenge was to modernize the brand and redesign the e-commerce experience so it could retain a loyal older customer base while appealing to a younger, inclusivity-driven audience.

Objective

• Reposition Bare Necessities with a refreshed brand platform (“Bare It All”) centered on empowerment and confidence.

• Differentiate from competitors in a crowded, buzzword-heavy category.

• Improve the e-commerce experience to drive key business metrics (conversion, AOV, retention).

• Create a site that balanced commerce, content, and community seamlessly.

My Role

• Led UX design for the new e-commerce experience, from discovery through delivery.

• Collaborated with brand strategists to translate the “Bare It All” platform into site interactions and flows.

• Designed and prototyped Fit Finder, a guided shopping tool reframing “size” into “fit.”

• Conducted client workshops to align stakeholders on navigation, merchandising priorities, and user journeys.

• Partnered with engineers to ensure a scalable design system that could support thousands of SKUs and multiple categories.

Our Solution

• A modernized site experience centered on confidence, empowerment, and inclusivity.

• A reimagined Fit Finder tool that reframed shopping around fit instead of size, differentiating the brand in the category.

• A content-rich commerce journey blending expert guidance, community voices, and inspirational editorial within the shopping flow.

• A flexible design system optimized for mobile commerce while maintaining depth for desktop users.