Women experience running a little differently
Women who run know that a good sports bra can really make a difference. Moving Comfort, the #1 sports bra brand with runners, engineers sports bras to support the unique needs and preferences of women who run. When they approached us to redesign their site, Moving Comfort wanted to offer women a better online shopping experience—with information and tools to choose the best bra—but they also wanted to project a more fashion-forward image aligned with their “Active Lingerie” brand positioning.
Overcoming barriers to purchase
We interviewed women of all sizes and activity levels about their needs, opinions and motivations. We found that most women were reluctant to buy a bra online, because the key deciding factor was “how it feels.”
We discovered that by providing the right decision-making tools, details, and pictures online, we could overcome those barriers to purchase. Our simple and intuitive Bra Finder helped guide women toward a bra that would be a likely fit via a natural, conversational set of questions.
We tested our proposed designs with women, making refinements based on their feedback. We extended the existing brand assets to create a more engaging online presentation inspired by retail fashion brands. The final responsive design enabled a seamless cross-device shopping experience.