CUUP

CUUP is a modern intimates brand redefining the bra shopping experience with minimalist designs, inclusive sizing, and an emphasis on comfort and support.

For this project, I leveraged a data-led design process to craft a seamless online experience tailored to CUUP’s audience. By prioritizing detailed size and fit information—key to building trust in intimate apparel—and weaving in compelling brand storytelling moments, I enhanced product education while fostering a deeper connection with users. Additionally, I designed strategies to increase average order value (AOV) through cross-selling opportunities and thoughtful user flows that balanced education, trust, and conversion.