An inclusive user-experience for an inclusive brand. TomboyX looked to Avex for UX & design support on Shopify Plus.

diverse group of women wearing tomboy x clothing
  • UI/UX Designs
  • Wireframes
  • Website Style Guide
  • Conversion Rate Optimization
  • User Testing

TomboyX is a digitally native, direct-to-consumer underwear brand. They’re known for underwear that anyone can feel comfortable in, regardless of where they fall on the size or gender spectrum.

We were tasked with the objective to not only redesign the brand’s Shopify Plus website but to also take an approach that was heavily backed by data, while retaining unique brand elements throughout the shopping experience.

  • Shopify Plus
  • Sketch
  • Invision
  • Video user-testing

Avex worked closely with the brand and their development team to reimagine the user-experience and to optimize the website for both conversions and brand exploration. Through wireframes, user-testing, analytics, and design, we took an approach that put the customer first.

Upsells and cross-sells were created to help increase AOV as well as incentives to receive free shipping. We didn't want these elements to feel obtrusive, so all of our decisions took brand elements and colors into account.

Built on Shopify Plus, we helped the brand launch a completely reimagined shopping experience.

User-Experience Design

Based off of the user testing results, we created prototypes using Sketch and Invision, and then once again tested them with users.

women wearing tomboyx bathing suits at the beach


Modular content types for merchandising, call-to-actions, and branded content. The entire homepage is customizable based on current campaigns.

Loyalty, Reviews & UGC

Yotpo was utilized to incorporate customer reviews on product pages as well as UGC (user generated content) throughout the website. The brand’s loyalty program all received an overhaul.

tomboy x website product collection on a tablet
tomboy x rewards program pages on mobile

PDPs That Convert

The PDP was a major focus of the project. The sticky side-bar keeps the product variant, descriptions, and add-to-cart button always in view. Below the fold content and UGC from Instagram help with buying decisions.

tomboy x website product pages on desktop and mobile devices


Custom iconography allows customers to visually identify and find the products they are looking for. We also wanted to make use of user-generated content throughout the collection pages to help with customers’ buying decisions.

tomboy x website product collection page on a tablet
tomboy x website product collection pages on mobile

Let’s work together

Tell us your business goals and we’ll see how we can create something amazing together.

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