&Circus is India’s first inclusive and body-positive underwear brand. With a strong online presence and over 95K followers on social media, they’ve built a loyal community. But while their brand was thriving on social media, their website wasn’t converting visitors into customers.

Despite a steady stream of traffic, &Circus was struggling with low conversion rates. Users were arriving at the website but abandoning their journey before reaching the checkout.

The challenge wasn’t just about aesthetics—it was about function. The shopping experience needed to be seamless, intuitive, and engaging while staying true to &Circus’s bold and playful brand personality.

A deeper dive into their analytics revealed another key insight: over 80% of their users were browsing the website from their mobile phones. This meant that a desktop-first approach wouldn’t cut it.

The brand needed a mobile-first experience that not only looked great but also made purchasing effortless. Here’s how we uncovered the real roadblocks.

We dove into Google Analytics, heat maps, and user session recordings to figure out why users were dropping off. Turns out, the navigation felt messy, checkout was a hassle, and the mobile experience needed some serious love. During our UX sprint, we not only cleaned up the user flow but also tested a fun new feature - matching couple undies. Through wireframing and experimenting, we figured out whether it made more sense to keep them on the same page or give them their own spotlight, making sure the shopping experience felt seamless and fun.

With this, we crafted a strategy to refine the user flow, improve accessibility, and create a design that truly reflected the brand’s personality. A major focus was on the landing page—it had to be more than just eye-catching; it needed to instantly engage users, highlight key products, and guide them seamlessly into the shopping journey. Every element was designed to make browsing effortless and the overall experience frictionless.

Beyond functionality, we also revisited &Circus’s branding to make sure it was consistent across digital platforms. While their social media presence was strong, their website lacked the same energy. We infused their signature boldness into the design—playful colors, confident typography, and vibrant visuals that resonated with their inclusive and body-positive messaging.

The result was a cohesive brand experience that felt fresh, modern, and unmistakably &Circus.

Since we weren’t sure whether matching couple undies needed a separate page, we turned to user behavior for answers. Our research showed that keeping them on the same page made discovery easier and the shopping flow smoother—so that’s exactly what we did.

With all these changes in place, the new &Circus website went live—sleek, easy to use, and totally in sync with their brand. Shopping felt smoother, the experience felt more fun, and users were finally sticking around (and checking out!)

After redesigning &circus' website and optimizing the UX, their conversions saw a significant boost, with users now engaging more effectively with the brand. The new design not only elevated their brand value but also made their offerings clearer and more compelling.

As a result, abandonment rates dropped, leading to a seamless customer journey that directly contributed to business growth. With a site that now works for them—not against them—&circus is thriving like never before.