Thinx (BTWN) ReDesign

Launching a teen-focused product line with a digital experience designed to balance the needs of both teens and their caregivers.

Role

UX/UI Design

Industry

Health & Wellness, E-commerce

Duration

3 months

The Challenge

Thinx launched Thinx(BTWN) to reach teens and pre-teens experiencing their first periods, while also reassuring the parents and caregivers who made most of the purchase decisions. The dual challenge was clear: design a site that felt youthful and approachable for teens, while also trustworthy, informative, and safe for parents. All of this needed to happen under a compressed three-month timeline for launch.

The Approach

We grounded our process in research and strategy:

Exploratory Research: Led 8 focus groups with teens (ages 10–16) and parents in Houston and NYC to understand decision-making dynamics, sensitivities, and expectations.
Human-Centered Content: Prioritized visuals and copy that felt age-appropriate, supportive, and non-judgmental, carefully avoiding sexualization of young users.
Collaboration: Partnered with brand, engineering, and product teams to align visual direction with sensitive subject matter, and to deliver within aggressive timelines.
Design System Thinking: Created the first digital style guide and design system at Thinx, enabling faster iteration and a foundation for future digital products.
Agile Sprints: Introduced Thinx’s first design and development sprints to stay aligned and hit deadlines for the MVP launch.

The Challenge

The Approach

We grounded our process in research and strategy:

Exploratory Research: Led 8 focus groups with teens (ages 10–16) and parents in Houston and NYC to understand decision-making dynamics, sensitivities, and expectations.
Human-Centered Content: Prioritized visuals and copy that felt age-appropriate, supportive, and non-judgmental, carefully avoiding sexualization of young users.
Collaboration: Partnered with brand, engineering, and product teams to align visual direction with sensitive subject matter, and to deliver within aggressive timelines.
Design System Thinking: Created the first digital style guide and design system at Thinx, enabling faster iteration and a foundation for future digital products.
Agile Sprints: Introduced Thinx’s first design and development sprints to stay aligned and hit deadlines for the MVP launch.

The Solution

We delivered a responsive e-commerce site that struck the balance between playful and reassuring. The interface featured bright, fun visuals that teens enjoyed, while content and imagery remained parent-friendly and informative. We introduced characters and design motifs to bring a sense of personality, while strategically limiting their use on parent-focused pages where they tested as polarizing.

The result was a site that both parents and teens could connect with — one that communicated safety, trust, and relatability while still celebrating individuality and fun.

Collaboration

This project required balancing multiple perspectives. Teens wanted quirky, fun expressions of identity, while parents demanded maturity, clarity, and reassurance. By conducting user testing at each stage, we navigated these tensions and delivered a design language that felt authentic to both groups. Close collaboration across design, research, brand, and development ensured a launch-ready MVP that reflected this balance.

The Impact

5.52% overall conversion rate
+53.57% average month-over-month growth
4.9% of Thinx customers first discovered the brand through Thinx(BTWN)
Successful MVP launch in 3 months with scalable design system for future iterations

Thinx(BTWN) became an essential acquisition channel for Thinx, expanding reach to new demographics while building long-term brand affinity with teens and parents alike.

Key Takeaways

The Thinx(BTWN) project demonstrated the importance of designing for multiple audiences at once. By leading research, systematizing design, and driving agile sprints, we launched a digital experience that delivered strong growth while staying sensitive to a unique and often underserved user base.

Key Takeaways

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MICHELLE FLACKS

MICHELLE FLACKS

MICHELLE FLACKS