Savage X Fenty: Driving Growth with a Strategic UX and Content Evolution

A digital-first powerhouse, ready for the next chapter

Savage X Fenty (SXF) revolutionized the lingerie industry with their bold, inclusive designs and community-driven approach. Founded by global icon Rhianna in 2018, the company is part of the $800M+ TechStyle Fashion Group, an industry leader known for its celebrity partnerships and digital-first brands.

Following years of exceptional growth and international expansion, SXF was now seeking a partner to help them improve their digital platform and user experience.

With new acquisition strategies and a rebrand on the horizon, their goal was to empower their global marketing team with a new CMS and targeting capabilities, enabling them to experiment and expand. In parallel they wanted to test and improve their UX at key conversion points while unifying their visual design system.

SXF chose Whitespectre as their dedicated tech partner- for our combination of product, UI/UX, engineering and Builder.io expertise—SXF’s chosen platform for transforming their content management capabilities. Our dedicated squads worked in close collaboration with SXF’s exec stakeholders and existing teams to deliver on these initiatives while maintaining business continuity.

Transforming content and targeting capabilities with Builder.io

Our dual track approach to the partnership began by initiating the move to Builder.io while beginning the other UI/UX work in parallel. The goal was to empower SXF’s marketing team to optimize key pages and independently run complex, targeted campaigns- all without development resources.

The Builder migration presented unique challenges in this enterprise environment, as we had to carefully reverse-engineer five years of complex functionality that had evolved during years of rapid growth. On the product side, we partnered with SXF's leadership on a strategic evaluation to ensure the migration would not only preserve but significantly enhance the platform's capabilities. Our knowledge transfer work and continuous feedback loop with cross-functional teams ensured sustainable success, establishing new processes that enable SXF to rapidly experiment and enhance their customer experience.

Together, we transformed their digital touch points—homepages, landing pages, quiz and sign-up flows, and product grids—into dynamic experiences that enabled sophisticated A/B testing and optimization through robust, reusable Builder components.

Whitespectre helped accelerate our ability to scale and execute on strategic initiatives at Savage X Fenty. Their ability to seamlessly spin up full squads with deep expertise in Builder.io and UX helped us to move quickly and efficiently, delivering high-impact solutions that support both our business growth initiatives and the customer shopping experience. 

Whitespectre's support empowered our teams to iterate faster, optimize site performance, and create a more engaging and seamless shopping journey for our customers, without the need for Engineering support; allowing us to focus on much more strategic initiatives.”

Vaughn HarberVP of Product Management

Strategic UX Roadmap

We began our UI/UX work together with a thorough audit and competitive analysis, identifying and prioritizing the key improvement areas in the user journey. We identified the high-impact opportunities where streamlined experiences could drive significant conversion improvements, diving deep into the data and reviewing testing opportunities.

This work formed the basis of an overall enhancement roadmap—focused on achieving early wins, optimizing and testing within the checkout flow, simplifying the subscription experience and improving product discoverability as well.

Streamlined customer journeys & higher conversion rates

Through a series of targeted UX/UI enhancements, Whitespectre helped SXF create a more seamless and effective digital shopping experience.

Improved checkout UI for increased conversion

By refining the review order step and optimizing forms and progress indicators, the new checkout UI drove a 2.8% increase in checkout conversion.

Streamlined checkout for returning users

Logic enhancements and reducing unnecessary friction led to a 10% reduction in order completion time, alongside a conversion increase.

Optimized product discovery & navigation

Improvements to filtering, sorting, and navigation made browsing more intuitive, leading to multiple wins, including a 12.8% increase in product list views.

With a focus on driving conversion and aligning with our brand refresh. Whitespectre's design expertise enabled them to quickly identify key UX/UI opportunities for improvement in our digital experience, and deliver a strategic roadmap that balanced performance optimization with Savage X Fenty's new elevated look and feel. 

By implementing Whitespectre's recommendations, we enhanced the customer journey, streamlined the path to purchase, and successfully brought our refreshed brand vision to life—ultimately delivering a measurable impact on engagement, conversion and our brand presence.”

Vaughn HarberVP of Product Management

Partnering for ongoing success

By combining deep technical expertise with strategic UX improvements, Whitespectre helped SXF achieve impressive gains across their business. The SXF marketing team now has far greater capabilities for experimentation and optimization through Builder.io, while enhanced user journeys have delivered measurable improvements in conversion rates.

Most importantly, this wasn't just about immediate wins. Through careful planning, knowledge transfer, and close collaboration with SXF's teams, the partnership established the processes and foundation needed for sustained success. The modernized content management system, optimized customer journeys, and cohesive design system enable SXF to continue pushing boundaries while delivering the exceptional shopping experience their customers expect.

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