The Online Platform of the Future Bra.

Evelyn & Bobbie is an online bra startup that has created the most fundamental innovation in lingerie since the underwire bra was introduced in the 1930s. Using in-depth research, 3D technology, and data science, they designed a bra that is so revolutionary it doesn’t need straps—not a strapless bra, but a bra that contours to women’s bodies so well, it doesn’t need to be held up with straps.

Evelyn & Bobbie’s Founder, Bree McKeen, knew that changing consumers’ minds about what a bra can look and feel like—and still work—would be a critical challenge. She had re-architected the modern bra and needed to know how best to communicate its value and benefits to women. That’s where Particle Design came in.

Our role

  • UX Research
  • UX Strategy
  • UX Design
  • Front-End Development
  • Back-End Development
  • User Interviews
  • Competitive Analysis

When uncharted territory leads to an authentic user experience.

The bra McKeen and her team designed is entirely different from any bra women have ever experienced—a wireless, seamless, and strapless bra that provides support by distributing weight to the core muscles and torso. But Evelyn & Bobbie is an online store; how could they get women to understand and trust the product without trying it first?

Through user interviews and analyses, Particle developed a clear sense of users’ relationship with the product and learned what was most important to them. From there, we devised a strategy for effectively communicating the bra’s unique value and designed a digital experience that conveys that messaging and speaks to Evelyn & Bobbie’s customers’ needs.

The first thing we had to do is forget everything we think we know about how to design a bra.

Bree McKeen
CEO Evelyn & Bobbie

Connecting the Evelyn and Bobbie brand to its users.

“If you’re paying enough attention to your customers, you can learn a whole lot about what your product can do”—that’s a core principle at Evelyn & Bobbie and the premise behind our up-coming project for them.

Evelyn & Bobbie wants to know what users think about their product so they can continue enhancing it and developing new product lines. To help, Particle will build a sophisticated digital experience that creates a continuous feedback loop between users and the designers, enabling user input to directly affect the product’s design.

Particle Design applied its user-experience expertise to help build a line of communication between Evelyn & Bobbie and their users. Now they can successfully communicate what their product is and understand what their users want and are on track to turn the bra industry upside down.

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