About the Brand

Yummie by Heather Thomson started with the idea that shapewear doesn’t have to be unattractive and uncomfortable, wanting women to embrace their curves and feel confident.

The Challenge

In 2014, Yummie redesigned their website, but soon after noticed that their performance was declining. Unsure why there was a decline, Yummie’s team turned to Blue Moon.

Our Solution

Blue Moon ran a site-wide usability study to identify potential user experience issues on the site. We compiled a user group that included women of all ages and sizes with an additional focus to find users with varying backgrounds. The users were brought in one at a time to complete the predetermined tasks while the BMDi team observed their interactions with the Yummie website.

The usability test discovered over 20 opportunities to improve the website. The shapewear page was identified as the highest priority due to having the most revenue potential. Users would get stuck when they landed on the shapewear page because it was designed as a content page rather than a shoppable page.

Our Results







The optimization study led to the redesigning of the shapewear page to better reflect shopper intent. BMDi recommended that the Yummie team add more merchandise to the page and make it shoppable while still using the content to encourage users to purchase.

After implementing these recommended changes, Yummie’s website saw a 54% year-over-year increase in page value, as well as increased conversion rates, revenue, and website visits

“Working with Blue Moon Digital for our site usability study provided us with valuable insights and actionable data. The study was a worthwhile investment, and the outcome is terrific for informing our decisions around site updates to increase performance across all marketing channels.”

– Shari Hoenig, Director of Marketing and Ecommerce, Yummie


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