Case Study 02
AnaOno
Over six months, I led my team to deliver AnaOno’s brand refresh, market strategy, and custom Shopify site. By carefully balancing the brand’s dual facets (lingerie and surgery recovery products) while expanding its market reach by identifying new markets for growth, we ensured AnaOno’s evolution resonated with both its loyal customers and new audiences.
Background
After nearly a decade since its inception, AnaOno embarked on a pivotal stage of the company’s evolution and sought Darkroom’s expertise to navigate the transition of expanding its product offerings. By October 2022, AnaOno aimed to diversify its product range to include traditional lingerie alongside its recovery bras for post-breast cancer operations. I crafted a digital experience and customer journey that not only showcased their expanding offerings but also honored the sensitivity of their original breast cancer survivor customer base.
Brand Identity
UI/UX Design
Digital Product Development
Responsibilities
Iterative Prototyping
Conversion Rate Optimization
Outcomes
31%
7
Increase in conversion rate
164%
37%
Increase in Net Revenue YoY
Customer journeys based on types of breast cancer surgery
Reduction in site bounce rate
Key Takeaways
Nurture a devoted customer audience by tailoring the customer journey to lived experiences, which builds brand loyalty and shows customers empathy.
Iterative testing and high-fidelity prototyping leads to a more productive and agile content design strategy, especially for a lean company.
Re-engineer existing frameworks to focus on enhancing site navigation to compound retention strategies.
