Belluna sells wireless comfort bras and shapewear in Germany, Austria and the UK. The range is small, so most of the business runs through one product page.

Before any design work I ran customer research across the category. Two thirds of returns here come down to size. Every return costs the brand around 30 euros to handle, and less than half of returned stock sells again at full price.

The page Belluna was running left the size choice to the shopper. There was a size chart and a dropdown, and nothing else to help. Some people guess and get the size wrong, others order two sizes so they can send one back, and plenty leave the page without buying anything.

Most returns start at the size selector, so the dropdown is gone and every size is visible on the page. A fit calculator turns the measurements a shopper already knows into the right size in Belluna's range. The fit guarantee sits under the add to cart button instead of inside a policy page.

Both were finished pages rather than colour variations, so Belluna could judge two genuinely different expressions of the brand against real hierarchy and real content instead of a mood board.

The old gallery made the product look cheaper than it is. It sat at the top of the page, next to the buy button, where everyone sees it first. I created a new set of product images showing what people check before they buy, including the fit and how it looks under clothing. There was no photoshoot to pay for, and Belluna now has a full image library for every product it sells.

Most product page redesigns are judged on how much better the page looks. This one was built around the one thing that costs this brand the most money.