Speax ReDesign

The Solution

The redesign introduced a fully rebranded Speax site and the first-ever Thinx Inc ecosystem.

• Tri-Brand Navigation: A shared navigation system that let users explore all three brands while surfacing each brand’s value proposition.

• Shared Account & Cart: Users could shop across Thinx, Speax, and BTWN with one login and one cart, reducing friction.

• Simplified User Flows: Clearer product pages and education paths guided both new and returning users to purchase confidently.

• User-Centered Rebrand: Moved away from the “systemless” Icon identity to a warmer, more trustworthy Speax brand that resonated with its audience.

Collaboration

This was one of Thinx’s most cross-functional efforts. I collaborated with engineers, visual designers, researchers, brand strategists, and CX to ensure the redesign balanced brand unification with user sensitivity. Focus groups provided critical feedback that shaped tri-brand navigation and the Speax identity, making sure the site worked for all three demographics.

The Impact

• +105.7% uplift in conversion (Speax: 4.32%)

• Cross-brand traffic growth:

  • Speax drove 11.99% traffic to Thinx and 3.47% to Thinx(BTWN)

  • Thinx(BTWN) drove 25.37% to Thinx and 7.94% to Speax

  • Thinx drove 3.45% to Speax and 3.80% to Thinx(BTWN)

• Revenue Growth (2 months post-launch):

  • Speax: +15.9%

  • Thinx: +14.7%

  • Thinx(BTWN): +27.1%

  • Total revenue increase: +$1,024,950

The redesign not only elevated Speax but also strengthened the entire Thinx ecosystem, proving the power of brand unification and a shared design system.