A development retainer for a subscription-only underwear brand

BootayBag sold a monthly bag of underwear and bras by subscription. The whole store was the subscription: shoppers picked a size and a style, and a new set shipped every month. The catalog was small and rotated each month, and the store ran on ReCharge, Loyalty Lion and Refersion.

The brand had just redesigned its site and wanted to know where shoppers were dropping out of the flow. It also wanted a development partner that gave clear estimates and held to its dates, which its previous agency had not.

We worked as BootayBag's development team on a monthly retainer, in two-week sprints with planned deploys. Hours covered both development and design, the brand set the priorities, and every request went through a shared help desk so the status of each one was visible.

We began with measurement: fixing analytics and campaign tracking, setting up Hotjar, and agreeing goals, so that changes to the flow came from what shoppers did rather than from guesses.

The main project was the Build Your BootayBag flow. We redesigned it for an A/B test: numbered steps, a title pulled into the same section, a larger product photo and bra size selector that matched the earlier steps, a clearer call to action and less white space on mobile. The B version tested buttons instead of dropdowns and visual style choices.

Around it we scoped a quiz landing page for ads, a two-bra option in the subscribe flow, an A/B test of a quick checkout, a revamp of email collection, and ideas to learn why members skip or cancel: a skip survey and a cancellation flow.

BootayBag ended up with analytics and session recording on the subscribe flow, a redesigned Build a Bag flow ready to test against the original, and a costed list of the next improvements, from a quiz landing page to a rewards page and add-ons.

The brand also got what it asked for from a partner: a written estimate for each ticket and an honest status when a date moved.