Skims — E-Commerce Site Redesign for a $5B DTC Brand
Rich Tong
Introduction
In 2024, Skims had evolved from a shapewear company into a global lifestyle brand — a cultural reference point.
But skims.com hadn't evolved, so the brief from Jens Grede was simple.
Make it sexy.
The redesign spanned the entirety of skims.com, including the homepage, PLP, PDP, filters, navigation, and checkout, across desktop and mobile.
Role
Skims brought me in to lead the redesign across the full surface area of skims.com, working in collaboration with their creative, merchandising, e-commerce and executive teams.
The challenge was to maximize visual change, while minimizing structural cost.
One of the team’s biggest frustrations with the existing site was its inability to properly showcase new campaigns and collaborations when they launched.
The new homepage design served as Skims’ very own digital billboard, putting each of the brand's collaborations center stage as they happened.
Minimal Change, Maximum Impact
The new design centered on 3 changes — featuring videos more prominently, elevating on-model photography to be the default (instead of flatlays), and refining the type system.
In sum, these were low-cost, high impact changes that instantly transformed the overall feel of the site.
Base tokens within the existing atomic design system were changed for maximum impact, with only select organisms and molecules being reworked where the new layout demanded it.
Designed to Scale
The redesign extended the existing atomic system rather than replacing it.
The resulting library enabled the internal design & dev teams to maintain their velocity without slowing down.
Featured items were added to the product grid as opportunities for merchandising to highlight specific products.
The product detail page adopted the same idea, adjusting to maximize the visual impact of Skims' exceptional product photography.
"Incredibly thoughtful."
Jens Grede
Cofounder & CEO, Skims
Before and After of the Product Landing Page
Before and After of the Product Detail Page
Shaping the Next Chapter
The new skims.com finally gave the brand's world-class campaigns a home, photography room to breathe, and products the same care as the pieces themselves.
The redesign shipped as the foundation for Skims' next phase — a digital experience built to scale across new categories and new markets.
3 months of collaboration
9.2M monthly visitors
$700M annual revenue
Full case study at richard.vision/work/skims
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Posted Nov 15, 2024
Led the redesign of skims.com — homepage, PLP, PDP, filters, navigation and checkout — by extending the existing design system instead of replacing it.
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