Lorna Jane
Platform
Progressive Web App
Role
Senior UX/UI Designer
Timeline
3 weeks: Oct-Nov 2023
Team
UX Research, Brand Stakeholders
Lorna Jane is a women’s activewear brand empowering women through movement, confidence, and conscious lifestyle choices. In this project, the focus was on enhancing product discoverability across multiple apparel lines, clarifying the value of the brand’s sustainable materials and environmental initiatives, and elevating the visual language to support empowerment and authenticity.
Active Living
Enhanced Product Seeking
Lorna Jane has multiple product lines that may look the same at first glance to uninitiated customers. What makes these black leggings special?
Environmental Focus
A focus on communicating the value of Lorna Jane’s sustainable materials and environmental impact through storytelling and aesthetics.
Empowering Women
An elevated brand refresh moves Lorna Jane away from their previous signature pink and towards more natural and organic shades.
Research
The work focused on evolving Lorna Jane’s visual language from its previous signature palette (bright pink) toward a more natural, organic expression, while strengthening product storytelling to better communicate the brand’s values, materials, and performance benefits.
In parallel, we facilitated a collaborative workshop with key stakeholders to surface existing pain points and align on priorities, which informed reimagined features like filtering and the product detail page designed to improve clarity, confidence, and conversion.
Learnings
Evolution with Intention
A successful brand refresh goes beyond visual updates. Real impact happens when aesthetics are paired with improved usability. Strengthening hierarchy, clarifying product information on PDP and PIP and creating a more intuitive path to purchase are crucial for success.