The Next Era of SkinnyFit.com:
A Strategic Redesign Built on Experience and Insight
My Role: UI/UX Designer
Overview
Reimagining the site’s foundation to reflect SkinnyFit’s growth and new brand direction
WEBSITE DESIGN UI/UX DESIGN ECOMMERCE
In 2025, as the brand evolved, I returned to the SkinnyFit.com redesign nearly six years after launching the previous version. As the UI/UX Designer, I led a full reimagining of the Homepage, Product Detail Pages, About Us, and core support pages, using fresh perspective and deep knowledge of the site to modernize the design, improve clarity and consistency, and better reflect the brand’s new direction. The result was a cleaner, more intuitive, and higher-converting eCommerce experience built for SkinnyFit’s next chapter.
The Challenge
SkinnyFit.com’s previous redesign had become outdated, cluttered, and misaligned with the brand’s new direction. The challenge was to modernize the site under a fast timeline — refining the visual language, fixing usability gaps, and creating a cohesive experience that reflected both the brand’s evolution and the expectations of today’s shopper.
Key Features Redesigned
Homepage
The homepage was redesigned to feel cleaner, more modern, and easier to navigate, with SkinnyFit’s signature pink used intentionally for CTAs to create clear visual hierarchy and guide user action. Imagery shifted toward more relatable, everyday women to build authenticity and emotional connection, supported by generous white space that made the content feel lighter and more digestible. I refined the Best Sellers module by reducing it from nine products to six, improving scannability and giving higher-performing items more room to stand out.
The page also introduced key new storytelling elements, including a feature spotlighting the updated About Us page and real customer testimonials tied to their social handles. To highlight the brand’s growing online presence, I added a dedicated section for the SkinnyFit Community Facebook group, while press logos were moved to the bottom for a more natural visual flow. The redesigned footer wrapped the experience with a cleaner, more organized structure that improved overall navigation.
Product Detail Page
The Category Page redesign focused on creating a cleaner, more shoppable layout that made it easy for customers to browse SkinnyFit’s product lineup. Each category featured a simple header followed by product cards showcasing the product rendering, name, clear starting price, and a prominent CTA. To help guide customers, each category also included a brief description that introduced the product range and explained its purpose. The result was a straightforward, user-friendly structure that supported quick scanning and confident decision-making.
Testimonials
For the Cart experience, I explored multiple scenarios to make the shopping flow more helpful, informative, and conversion-driven. When the cart was empty, clicking the Cart icon prompted a friendly message paired with a curated Best Sellers upsell to re-engage shoppers and guide them back into the purchase journey. I also designed variations for carts containing one-time purchases versus subscription items. Subscription products included a clear breakdown of benefits to encourage recurring orders and highlight long-term value. These updates created a cart experience that was more intuitive, more persuasive, and better aligned with SkinnyFit’s retention goals.
Contact Us
The original Help page only offered a phone number and email, which limited how customers could reach support. I redesigned it into a more user-friendly support portal where visitors could submit messages directly through a structured form that captured their name, email, topic, required details, and any attachments. The phone number remained visible for those who preferred direct contact, and a clear link to the Frequently Asked Questions provided quick access to common answers. This approach created a more organized, accessible Help experience that streamlined communication and improved overall customer support.
