ANDIE SWIM

Andie Swim, a women-led direct-to-consumer swimwear brand, is dedicated to providing a comfortable and inclusive shopping experience. The challenge was to redesign their online store to focus on fit, inclusivity, and ease, while creating a more streamlined user experience that supported their values of body positivity and comfort. The goal was to develop a strategy that allowed flexibility, quality, and speed while responding to new data and insights.

The solution centered around making size, color, fabric, and care options easy to toggle without compromising load times. The redesigned product detail page (PDP) integrated an action pane that displayed these variables along with educational content, helping users understand how each choice impacted the fit of their swimsuit. Additionally, a fit consultation tooltip was added to the cart to help minimize returns and strengthen the brand's sustainability efforts.

The redesign led to significant increases in key metrics: +16% revenue, +29% conversion rate optimization, and +4% average order value. By focusing on fit and adding guidance throughout the shopping process, the design reduced returns and reinforced Andie Swim’s commitment to comfort and inclusivity. The project successfully merged UX/UI Design, Brand Strategy, and Redesign to elevate the brand’s online experience.