Spanx
Scope — UX/UI Design, Design System, Brand Guidelines
Designed at — BVA (acquired by Accenture Song)
Collaborators — Jonathan Black, Carmela Ocampo
Date of Work — September 2021 to July 2023
SPANX is a women's apparel brand known for reimagining everyday essentials through innovation, comfort, and confidence.
As part of an ongoing digital engagement, I helped evolve the eCommerce experience through UX design, visual design, and design systems. My contributions included establishing a refreshed visual direction for the website that informed a broader brand evolution, resulting in updated brand guidelines, a refined design system, and a more cohesive digital experience.
Site Experience Refresh
The redesign focused on improving clarity, hierarchy, and confidence throughout the shopping experience. Product imagery was given greater prominence, while sizing, product information, and purchasing actions were reorganized to support faster decision-making and reduce friction.
Through thoughtful use of typography, spacing, and component design, the experience became more intuitive to navigate while reinforcing the elevated direction of the evolving SPANX brand.
Creative Direction
As SPANX continued to expand beyond shapewear into a broader lifestyle brand, I saw an opportunity to evolve the digital expression to better reflect the sophistication of the products and the women who wear them. The creative direction explored how the brand could feel more elevated and fashion-oriented while remaining approachable, comfortable, and rooted in confidence.
The exploration focused on introducing richer visual cues inspired by fashion editorial design and premium materials. A deeper, more nuanced red paid homage to SPANX's recognizable identity, while a warm neutral drew inspiration from the skin-tone shades found throughout the shapewear collection.
These recommendations helped establish a strategic foundation for the brand's evolving digital presence.
