Inclusive by Design: Unlocking New Conversions Through Smarter UX

A fashion brand came to me with a strong visual identity and loyal customer base, but a storefront experience that unintentionally excluded a large portion of its audience. While the products catered to a wide range of body types, the online experience did not reflect that inclusivity—creating friction and hesitation for plus-size customers at critical decision points.

I introduced an inclusive model selector that allowed shoppers to view products on different body types, with a specific focus on plus-size representation. This feature was designed as a first-class UX element, not an afterthought—cleanly integrated into the product page and fully analytics-tracked to understand how customers engaged with it. By removing uncertainty and increasing confidence, each interaction became more intentional and conversion-driven.

Following implementation, engagement across product pages increased significantly, with a clear uplift in conversion rates among a broader customer demographic. The result was a more inclusive, trust-building shopping experience that resonated with a wider audience—driving higher conversions while aligning the storefront with the brand’s values.