Thinx Overview
Thinx is a brand that creates alternative feminine hygiene products. They sell absorbent underwear that is meant to be used during menstruation or to manage incontinence. Because they are washable and reusable, the underwear is also a sustainable alternative to pads, tampons, and adult diapers.
Thinx’s brand also includes Thinx Btwn, a line of period panties designed for teens and tweens, and Speax, a line designed specifically for bladder leaks. Their competitors include Rael and Knix.
Thinx’s brand also includes Thinx Btwn, a line of period panties designed for teens and tweens, and Speax, a line designed specifically for bladder leaks. Their competitors include Rael and Knix.
Problem Statement
Thinx's homepage is overwhelmingly cluttered and bothersome to navigate. Their competitors have much cleaner, more succinct homepages, which may lead many users to choose them over Thinx.
Below is a screen recording of Thinx's current homepage:
Personas
In order to better illustrate what I believe are the homepage's current limitations, I created some potential personas that may be interested in the Thinx brand.
The two personas I came up with are women who work 9-5 jobs. They fit into what I expect is the target audience for a brand like Thinx. They are both most likely to come across the brand through an ad, social media or otherwise.
Due to their busy schedules, they don't have a lot of time to dedicate to internet browsing. So, when they come across Thinx's website and find it overwhelming to navigate, they will likely exit the page.
Below is a sample customer journey that these two personas may experience:
Website Issues
The website has too many elements. Specifically, there is an excess of banners, and an unnecessary amount (in my humble opinion) of CTAs. The amount of moving/interactive elements on the page also take away from the novelty of such elements.
There is an overwhelming amount of content on the page, with good reason, as the brand has a lot of interesting projects in the works. However, the excess of content bombards users and interferes with their overall experience.
Limitations
Before I offer my solutions, I would like to acknowledge the limitations of this project:
• Without access to the analytics behind my assumptions, I cannot say for certain that Thinx is experiencing a high exit rate on their homepage.
• This is a passion project triggered by my own frustrations on the website's home page (though I presume there are other users who have had similar experiences).
• I relied on screenshots to accurately represent the website's elements, so the images may not be of the highest resolution; this is strictly a mock-up.
Solutions
• Include only the most important content on the homepage, make it easier to navigate for users in the discovery phase of their journey.
• Limit the amount of CTAs to one per website "section."
• Bring the images of women to the forefront rather than images of the product; this will make the brand seem more inviting.
• Limit the amount of color variation, and keep the variation consistent with the primary image.
• Limit the amount of CTAs to one per website "section."
• Bring the images of women to the forefront rather than images of the product; this will make the brand seem more inviting.
• Limit the amount of color variation, and keep the variation consistent with the primary image.
Conclusion
Overall, the website is much more concise. The most important content in converting a web visitor into a customer is at the top of the page. Supplemental brand information is still present, but does not overwhelm the page as it does on Thinx's actual homepage.
In order to improve my design, I might consider summarizing the information in the footers of the website into one footer, rather than having kept the three that were on the original homepage. Additionally, I think that the copy could be used in a way that provides the user with more information.