Pair of Thieves makes the best basics—socks, underwear, and tees—on the planet. Guaranteed.
Make it easier for new or returning users to buy a bundle of underwear or socks so they can upgrade all their basics.
UI/UX Designer: Sara Utz
Product Manager: Cameron Sprague
Fractional CMO + Consultant: Sam Nam
In early 2023, I partnered with Pair of Thieves to improve the user experience and make it easier for customers to stock up on products they already love.
Our goal was to make Bear Packs and bundles core items that are easy to shop anywhere on the Pair of Thieves' site—including dedicated homepage space, in the navigation, and throughout product landing pages. This would result in new and return customers to be more familiar with these items and, in time, increasing sales.
To start, I looked at the current user experience and flow with buying a pack and identified where we could make improvements to ease customer pain-points.
These areas were: Navigation, Homepage, Category Product Landing Pages, Product Detail Pages, and the Shopping Cart. In the navigation, the large dropdown menu was removed and replaced with a simplified bar—this allows customers to quickly get into shopping for what they want without having to make numerous choices. In addition, for those loyal customers looking to make a quick restock, we simplified the "quick add" experience across all devices. The shopping cart moved to a streamlined look across all devices, which makes it easier for shoppers to stay on the product page they're on with a new pop-out cart.
In addition, I built and implemented a Design System to improve overall cohesive, accessibility, and usability throughout the shopping experience.
With these updates, returning customers can now easily find what they want (including packs), stock up on their favorites, and check out with ease. Plus, new customers can quickly learn about Pair of Thieves on the homepage with dedicated space about the brand and its mission.
While these updates weren't drastic shifts to the existing site, they are the first steps in streamlining the exploration and shopping experience for these customers. This foundation allows for easy testing and continual growth.
