Gotchies
Brought a new brand to life by designing its first website
Created a digital experience that showcases the brand’s health mission, enhances credibility and helps it stand out in a competitive market.
Created a digital experience that showcases the brand’s health mission, enhances credibility and helps it stand out in a competitive market.
Created a digital experience that showcases the brand’s health mission, enhances credibility and helps it stand out in a competitive market.
Role
UX/UI Designer
Team
Lansdowne Technology Consulting
Tools
Duration
2 months
(Aug - Oct 2024)
The Brand
The Brand
The Brand
Gotchies is a health-focused underwear brand that offers eco-friendly, sustainable alternatives to synthetic products, designed for comfort, well-being and everyday wear.
KEY METRIC
Boost sales and conversion rates by 15% (estimated 70 to 90 orders/month)
Boost sales and conversion rates by 15% (estimated 70 to 90 orders/month)
Boost sales and conversion rates by 15% (estimated 70 to 90 orders/month)
By analyzing the brand’s mission and users’ shopping behaviors, I identified the key website sections and elements that drive engagement and encourage visitors to make a purchase.
Over the course of two months, I collaborated closely with stakeholders and the development team to create the brand’s first official digital presence from scratch.
By analyzing the brand’s mission and users’ shopping behaviors, I identified the key website sections and elements that drive engagement and encourage visitors to make a purchase.
Over the course of two months, I collaborated closely with stakeholders and the development team to create the brand’s first official digital presence from scratch.
Over the course of two months, I collaborated closely with stakeholders and the development team to create the brand’s first official digital presence from scratch.
By analyzing the brand’s mission and users’ shopping behaviors, I identified the key website sections and elements that drive engagement and encourage visitors to make a purchase.
The Approach
UX Research
COMPETITION ANALYSIS
Early in the research phase, stakeholders identified NADS as Gotchies’ primary competitor, so I began by analyzing their website to uncover market standards, UX friction and missed opportunities. Using a pros-and-cons framework, I was able to translate these insights into design decisions that helped Gotchies deliver a clearer, more intuitive and differentiated user experience.
Early in the research phase, stakeholders identified NADS as Gotchies’ primary competitor, so I began by analyzing their website to uncover market standards, UX friction and missed opportunities. Using a pros-and-cons framework, I was able to translate these insights into design decisions that helped Gotchies deliver a clearer, more intuitive and differentiated user experience.
Early in the research phase, stakeholders identified NADS as Gotchies’ primary competitor, so I began by analyzing their website to uncover market standards, UX friction and missed opportunities. Using a pros-and-cons framework, I was able to translate these insights into design decisions that helped Gotchies deliver a clearer, more intuitive and differentiated user experience.
USER RESEARCH
USER RESEARCH
To understand the user’s online shopping behaviors and expectations, a 10-question, 5-minute online survey was created and sent to potential targeted customers.
To understand the user’s online shopping behaviors and expectations, a 10-question, 5-minute online survey was created and sent to potential targeted customers.
After 22 responses from a diverse group of individuals (age ranges, occupations and genders), I can conduct that:
After 22 responses from a diverse group of individuals (age ranges, occupations and genders), I can conduct that:
95%
95%
Know about eco-friendly underwear
Know about eco-friendly underwear
90%
90%
Read reviews before buying
Read reviews before buying
86%
86%
Care about brand story and trust
Care about brand story and trust
User Persona
User Journey
I created this persona to pinpoint the essential needs and frustrations of Gotchies' target users. By distilling insights from surveys and competitor reviews, this profile highlights what truly matters: comfort, clarity, and trust, so the design stays focused on what drives real decisions.
User Persona
User Journey
I created this persona to pinpoint the essential needs and frustrations of Gotchies' target users. By distilling insights from surveys and competitor reviews, this profile highlights what truly matters: comfort, clarity, and trust, so the design stays focused on what drives real decisions.
User Persona
User Journey
I created this persona to pinpoint the essential needs and frustrations of Gotchies' target users. By distilling insights from surveys and competitor reviews, this profile highlights what truly matters: comfort, clarity, and trust, so the design stays focused on what drives real decisions.
USER RESEARCH
To understand the user’s online shopping behaviors and expectations, a 10-question, 5-minute online survey was created and sent to potential targeted customers.
After 22 responses from a diverse group of individuals (age ranges, occupations, and genders), I can conduct that:
95%
Know about eco-friendly underwear
90%
Read reviews before buying
86%
Care about brand story and trust
INSIGHTS
Insights from user research and competitive analysis guided the design direction:
Insights from user research and competitive analysis guided the design direction:
Insights from user research and competitive analysis guided the design direction:
Comfort and sustainability drive decisions.
Comfort and sustainability drive decisions.
Comfort and sustainability drive decisions.
Users prioritize soft, breathable fabrics and brands with genuine eco-friendly values.
Users prioritize soft, breathable fabrics and brands with genuine eco-friendly values.
Users prioritize soft, breathable fabrics and brands with genuine eco-friendly values.
Trust and quality keep them loyal.
Trust and quality keep them loyal.
Trust and quality keep them loyal.
Consistent fit, long-lasting quality and honest messaging are non-negotiables for repeat purchases.
Consistent fit, long-lasting quality and honest messaging are non-negotiables for repeat purchases.
Consistent fit, long-lasting quality and honest messaging are non-negotiables for repeat purchases.
The Ideations
STYLE GUIDE
Guided by these insights, I built a visual direction that reinforces what users value most:
Guided by these insights, I built a visual direction that reinforces what users value most:
Guided by these insights, I built a visual direction that reinforces what users value most:
A vibrant green paired with black and white delivers a modern, confident look rooted in sustainability. The combination of Evolventa and Open Sans reinforces Gotchies’ mission: "making healthy, eco-friendly underwear feel modern, stylish and accessible."
A vibrant green paired with black and white delivers a modern, confident look rooted in sustainability. The combination of Evolventa and Open Sans reinforces Gotchies’ mission: "making healthy, eco-friendly underwear feel modern, stylish and accessible."
A vibrant green paired with black and white delivers a modern, confident look rooted in sustainability. The combination of Evolventa and Open Sans reinforces Gotchies’ mission: "making healthy, eco-friendly underwear feel modern, stylish and accessible."
VIBRANT GREEN
VIBRANT GREEN
HEX: #13AE5C
HEX: #13AE5C
RBG: (19, 174, 92)
RBG: (19, 174, 92)
BLACK
BLACK
HEX: #010101
HEX: #010101
RBG: (1, 1, 1)
RBG: (1, 1, 1)
WHITE SMOKE
WHITE SMOKE
HEX: #F8F7F4
HEX: #F8F7F4
RBG: ((247, 248, 244))
RBG: ((247, 248, 244))
VIBRANT GREEN
HEX: #13AE5C
RBG: (19, 174, 92)
BLACK
HEX: #010101
RBG: (1, 1, 1)
WHITE SMOKE
HEX: #13AE5C
RBG: ((247, 248, 244))
Evolventa
Evolventa
Bold - Headings
Bold - Headings
Open Sans
Open Sans
Regular - Paragraphs & Buttons
Regular - Paragraphs & Buttons
Evolventa
Bold - Headings
Open Sans
Regular - Paragraphs & Buttons
Design Principles
I defined three core principles to help me and the team to design, evaluate and critique the UX details.
AUTHENTIC TRUST
AUTHENTIC TRUST
Build trust through story and transparency - clearly showcases the brand's mission and values from the first screen.
Build trust through story and transparency - clearly showcases the brand's mission and values from the first screen.
Build trust through story and transparency - clearly showcases the brand's mission and values from the first screen.
FRICTIONLESS SHOPPING
FRICTIONLESS SHOPPING
Encourage visitors to make a purchase with simplie path and smooth shopping flow.
Encourage visitors to make a purchase with simplie path and smooth shopping flow.
Encourage visitors to make a purchase with simplie path and smooth shopping flow.
SUSTAINABILITY
SUSTAINABILITY
Make customers feel safe about what they wear - health benefits are consistently linked to organic, eco-friendly materials across the site.
Make customers feel safe about what they wear - health benefits are consistently linked to organic, eco-friendly materials across the site.
Make customers feel safe about what they wear - health benefits are consistently linked to organic, eco-friendly materials across the site.
fRICTIONLESS SHOPPING
fRICTIONLESS SHOPPING
Clear, high-contrast CTAs like “SHOP BOXER-BRIEFS” and “BUY NOW” guide users effortlessly
Clear, high-contrast CTAs like “SHOP BOXER-BRIEFS” and “BUY NOW” guide users effortlessly
Clear, high-contrast CTAs like “SHOP BOXER-BRIEFS” and “BUY NOW” guide users effortlessly
Smooth product flow paired with strong bundle pricing encourages immediate purchase.
Smooth product flow paired with strong bundle pricing encourages immediate purchase.
Smooth product flow paired with strong bundle pricing encourages immediate purchase.
The website is mobile-friendly.
The website is mobile-friendly.
The website is mobile-friendly.
AUTHENTIC TRUST & SUSTAINABILITY
AUTHENTIC TRUST & SUSTAINABILITY
Health-focused benefits are directly tied to eco-friendly materials across the site
Health-focused benefits are directly tied to eco-friendly materials across the site
Health-focused benefits are directly tied to eco-friendly materials across the site
OEKO-TEX® Standard 100, Organic cotton and GOTS certifications add legitimacy at a glance.
OEKO-TEX® Standard 100, Organic cotton and GOTS certifications add legitimacy at a glance.
OEKO-TEX® Standard 100, Organic cotton and GOTS certifications add legitimacy at a glance.
Added an About Us page with the team stories and vision, which humanizes the brand and strengthens user trust.
Added an About Us page with the team stories and vision, which humanizes the brand and strengthens user trust.
Added an About Us page with the team stories and vision, which humanizes the brand and strengthens user trust.
SUSTAINABILITY
SUSTAINABILITY
Added an Education page with fresh, health-focused blogs to help visitors understand why organic underwear matters.
Added an Education page with fresh, health-focused blogs to help visitors understand why organic underwear matters.
Added an Education page with fresh, health-focused blogs to help visitors understand why organic underwear matters.
Comparison tables and “Be Organic” messaging explain why the product is safer and better for the body.
Comparison tables and “Be Organic” messaging explain why the product is safer and better for the body.
Comparison tables and “Be Organic” messaging explain why the product is safer and better for the body.
IMPACT
IMPACT
27K
27K
Total website visitors from Oct. 2024 - Oct. 2025
Total website visitors from Oct. 2024 - Oct. 2025
Total website visitors from Oct. 2024 - Oct. 2025
+15%
Sales lift (70–90 orders/ month)
46%
Mobile traffic (53% desktop)
+15%
Sales lift (70–90 orders/ month)
Sales lift (70–90 orders/ month)
46%
46%
Mobile traffic (53% desktop)
Mobile traffic (53% desktop)
REFLECTIONS
REFLECTIONS
It was an amazing two months collaborating with Lansdowne Technology Consulting and Gotchies to transform ideas into a real, user-centered experience.
What made this project especially meaningful was its mission to promote sustainability and customer health through smarter product choices. By keeping users at the core of every decision, I found a deep sense of purpose in my work. This experience offered valuable lessons that have fundamentally shaped my growth as a UX/UI designer.
It was an amazing two months collaborating with Lansdowne Technology Consulting and Gotchies to transform ideas into a real, user-centered experience.
What made this project especially meaningful was its mission to promote sustainability and customer health through smarter product choices. By keeping users at the core of every decision, I found a deep sense of purpose in my work. This experience offered valuable lessons that have fundamentally shaped my growth as a UX/UI designer.
It was an amazing two months collaborating with Lansdowne Technology Consulting and Gotchies to transform ideas into a real, user-centered experience.
What made this project especially meaningful was its mission to promote sustainability and customer health through smarter product choices. By keeping users at the core of every decision, I found a deep sense of purpose in my work. This experience offered valuable lessons that have fundamentally shaped my growth as a UX/UI designer.
Featured Work
Featured Work
Featured Work
More Projects
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tracyho2901@gmail.com
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tracyho2901@gmail.com
Linkedln
Get in touch
tracyho2901@gmail.com
Linkedln
Get in touch
tracyho2901@gmail.com
Linkedln
Get in touch