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