A new purchase journey for a revolutionary service

We reinvisioned Jockey Bra’s unique customer journey

The Context

In a product category plagued by confusing sizing and inconsistent standards, Jockey Bra was a revolutionary service that offered an entirely new sizing system for bras.

However, the experience of getting sized (through a mail-in kit or in-store) was proving to a hurdle for users and Jockey wasn’t hitting its sales goals.

So they asked us to rethink the entire customer experience. My team and I led the strategy, research and UX.

We got to know our customers and their journey

We started with a workshop to understand the users and their pain points. We also did a deep-dive into the current workflow, through a service blueprint workshop activity.

We learned that their customers lacked confidence as they went through the fitting process. And because of the personal nature of bra-buying, they just abandoning the experience instead of seeking help.

We tightened the purchase journey

Based on our research, we proposed removing the mail-in step as it increased shipping time and cost, and added friction. Instead, we proposed a 3-step process:

  1. Estimating her Jockey Bra size by her current bra size

  2. Understanding any fit issues and fine-tuning the recommendation

  3. Mailing several bras of different sizes, and having her return those that don’t fit

We designed a mobile app to serve as a guide

The mobile app guided users step-by-step through this process, and enabled Jockey to condense the original 21-day conversion path to 4 days.

I’d love to hear from you

Email me at andrewturrell@gmail.com to chat about a role or project. I’m open to full-time or freelance.