We, and our partners, use cookies to deliver our services. By using our website you agree to the use of cookies as described in our Privacy Policy.

Okay
Angel Bra Guide

Research shows that 8 out of 10 women are wearing the wrong size bra. Only 29% of women have been fitted. Around 30% think they are wearing the wrong size. As Victoria’s Secret is positioned as the leader in lingerie, we set out to establish authority in what VS is best at: bras. We were challenged with getting more women into the best bras for them, driving sales and increasing loyalty. Our small team implemented a lean UX methodology to quickly prototype, test and iterate until we had a solid MVP to stand behind. One year from launch: • 4 million visitors • $33 million in associated sales • Fit Quiz taken by 1.5M visitors (72% completion rate) • 88k new customers (53%) acquired • 6% of Bra Guide visitors make a VS purchase

Project Roles
Product Designer
Company
Victoria's Secret
Skills
Design, Digital Tech, User Behavior Research
Media
Products - Digital
Project Industries
Retail
Angel Bra Guide
Collaborators