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Work

Lisse

Concept

A concept Shopify theme for a Bombay intimates and sleepwear label: a storefront that finds the size, matches the shade and completes the set before it asks for money.

Lisse is a fictional brand. We wrote this brief to show how we design a Shopify theme, from research to the buy button.

  • Concept
  • Intimates & sleepwear
  • Online Store 2.0

LISSE theme preview: the home page, starting with the video banner.

Challenge

Lisse makes bras, briefs, camisoles, slips and robes in silk and Leavers lace, in small runs in a Bombay atelier, at ₹3,900 to ₹24,000. Lingerie is bought without a fitting room, and most of it cannot come back. The old store sold it like everything else online: a deal price beside a crossed-out one, a countdown to the next sale, and a size list to guess from.

  • Sizes were a flat list of eleven, with Find your fit as a small button beside them
  • 'Nude' was one colour, and twenty-eight shades sat in one unsorted row
  • A bra was sold alone; its brief was a search away, and the set was never priced
  • The hygiene rule, the exchange window and what the parcel says lived on a policy page

The brief was a theme that fits the shopper before it takes her money, says the rules plainly, and keeps the parcel quiet.

How we worked

01 Discover: What a shopper needs to know before she buys lingerie she cannot try on or return

02 Define: Three proto-personas and the journey from a guessed size to a set that fits

03 Design: Wireframes first, then the storefront, section by section

04 Optimise: The product page, the fitting room and how we'd test them

A woman in a rose silk robe on a dim sea-facing balcony, candles lit on the table beside her

01 · Discover

The brief

Bedside note

Sell fitted lingerie at full price online, where nothing can be tried on and most of it cannot be returned.

  1. Fit comes before the size list: the page finds the size, with its sister sizes, before it shows the sizes.
  2. One style is one product: shade and size are choices on its page, and the matching brief is one tap away, never a search.
  3. The hygiene rule is said plainly where the doubt is, and the parcel and the bill give nothing away.
The first-time fitter, the same woman at the vanity in a yellow slip, one lamp lit

NightWhich size am I, really?

The first-time fitter, at a vanity mirror in a cream slip and a knitted cardigan, morning light

MorningTwo measurements in any form, and the band, the cup and the two sister sizes come back.

The first-time fitter Has worn the same size since college and has never been measured.
The shade seeker, the same camisole and trousers by the candle-lit canopy bed at night

NightWill it disappear under white?

The shade seeker, in a satin camisole and trousers before a white canopy bed, morning

MorningSix shades as crops of the real cloth, with the wrist test written beside them.

The shade seeker Buys 'nude' and gets a colour that is not hers.
The set completer, the same robe and pyjamas beside the canopy bed, lamp lit

NightWhere is the matching brief, and what if it doesn't fit?

The set completer, in a robe over pyjamas beside a canopy bed, morning

MorningThe matching brief and the slip sit under the bra, priced as a set, added in one tap.

The set completer Buys a bra, then hunts for the brief that goes with it, or gives up.

02 · Define

From a guessed size to a set that fits

  1. 01 · Night

    Discover

    Another sale-driven site?

    01 · Morning

    Discover

    A masthead that says fitted first and arrives unmarked, with no countdown and no percentage on it.

  2. 02 · Night

    Measure

    Which size am I?

    02 · Morning

    Measure

    Two measurements in any form, and the band, the cup and the two sister sizes come back.

  3. 03 · Night

    Match

    Which nude is mine?

    03 · Morning

    Match

    Six shades as crops of the real cloth, with the wrist test written beside them.

  4. 04 · Night

    Pair

    Where is the brief?

    04 · Morning

    Pair

    The matching brief and the slip sit under the bra, priced as a set, added in one tap.

  5. 05 · Night

    Receive

    Will the parcel say what it is, and what if it doesn't fit?

    05 · Morning

    Receive

    Arrives unmarked and billed discreetly; bras exchange within 14 days, and the rest is fitted first because it cannot come back.

03 · Design

Wireframe to storefront

Ten sections, from the fitted-first bar to the footer, each one the team can move, edit or switch off in the theme editor. Wireframes first, then the design.

The morning the parcel arrives

Home page, Online Store 2.0 · 10 sections. The home page as ten tissue-wrapped layers, unwrapped one at a time in storefront order: each goes from night to morning as its tissue lifts.

Layer 1 of 10

  1. Fitted first, made in small runs in Bombay, arrives unmarked: three promises, no countdown.

  2. Five links, the wordmark centred, and Fit where a sale link used to be.

  3. One woman, one window, one line. Covered, calm, nothing on sale.

  4. Three edits, morning, night and trousseau, in place of thirteen categories.

  5. Six pieces, each one product, with its shades as crops of the cloth under the name.

  6. The fitting room, explained in two lines, with the lace up close.

  7. Six shades of nude, side by side, with the wrist test.

  8. Stories from the atelier: the lace, the fitting, the wash.

  9. Letters from the atelier, once a month, with no code attached.

  10. Shop, fit, care and help, with privacy and exchanges in their own place.

04 · Optimise

The product page, decision by decision

Lingerie is bought without a fitting room and mostly cannot come back. Each number marks a decision on the product page and the reason for it.

  1. The name is the style. Cut, lace and shade sit under it as choices, so one bra is one page, never twenty-eight.

  2. Six nudes and two colours as crops of the lace itself, with the wrist test one line away.

  3. Bands in one row, cups in the next, and Find my fit beside them: two measurements fill both rows in.

  4. Your size, the two sister sizes, and what the model wears, in one card before the button.

  5. Bras exchange within 14 days; briefs and slips are final sale for hygiene. Said where the doubt is, not in a policy page.

  6. Add to Bag is the only filled button; the matching brief is an outline button with its own price under it.

LISSE product page buy box, wireframe beside the finished page, with 6 numbered decisions: 1. Cut, lace and shade as fields; 2. Shades of the real cloth; 3. Band and cup, then Find my fit; 4. Fitted first; 5. The rule, said plainly; 6. One filled button, the set beside it.

04 · Optimise

The fitting room

Three steps from the theme, in order: find the size, match the shade, complete the set. The price follows every choice.

Your measurements

in or cm
in or cm

Band is the underbust rounded to the nearest even inch; cup is the difference to the bust. Sister sizes keep the same cup volume.

Enter both measurements and the size appears here.

Your shade

Shade Choose a shade

Hold the inside of your wrist against the screen: the shade that disappears is yours.

Complete the set

  • The Soft bra Wireless · silk and Leavers lace ₹6,500 Size Not measured Shade Choose a shade
  • The Brief High-waist silk ₹3,900
  • The Camisole Silk, lace trim ₹7,500
  • The Slip Silk, lace hem ₹14,500

The set

  • The Soft braNot measured · Choose a shade ₹6,500
  • The BriefM ₹3,900

Subtotal₹10,400

Bras exchange within 14 days. Briefs and slips are final sale, for hygiene, so we fit you first.

Arrives unmarked · Billed as L. Studio

Design tokens

The vanity tray

Colour

Type

  • Headings & wordmark · Fraunces Light

    Fitted first.

  • Interface · Albert Sans

    The pieces · Arrives unmarked

  • Products & prices · Albert Sans Medium

    The Balconette ₹8,900

Components

Add to Bag · ₹8,900; Add the set

₹8,900 Fitted first · Arrives unmarked

04 · Optimise

How we'd test it

A concept has no results yet. These are the first three experiments we'd run after launch, and what each one has to prove.

  1. Morning 1 after

    If
    the fit finder sits above the size list and fills it in
    Then
    fewer bras come back for exchange
    Because
    the band and cup are measured, not guessed
    Metric
    Exchange rate on bras
    Guardrail
    Add-to-bag rate

  2. Morning 2 after

    If
    the six shades are crops of the real cloth with the wrist test beside them
    Then
    more orders in the nude range are kept
    Because
    the shade is chosen against skin, not against a swatch name
    Metric
    Keep rate, nude range
    Guardrail
    Shade-related exchange requests

  3. Morning 3 after

    If
    the matching brief and slip are priced as a set under the bra
    Then
    more orders include two or more pieces
    Because
    the set is built on the page the shopper is already on
    Metric
    Pieces per order
    Guardrail
    Conversion rate
Next case study ava A concept Shopify theme for a cold-pressed juice brand: a storefront that turns a first bottle into a weekly box, with bundles, a goal finder and a buy button that's always in reach. Read the case study

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