FLEX homepage

Optimizing the e-commerce experience of an industry leader

When it comes to managing periods, most women rely on the two most popular options: lining their underwear with a pad or inserting a tampon. Even with alternative period products available, an estimated 70% of women use tampons or pads. The FLEX Company creates innovative period products that are better for women’s health and the environment.

The Challenge

At the time, FLEX was undergoing brand updates to their packaging and digital facing products. The first challenge facing FLEX’s digital products was letting people know about the alternative period products they offer which are menstrual cups and discs. FLEX used to have a website for menstrual cups and one for discs. To better serve their users, they wanted to reimagine their website to combine both cups and discs. Another issue was how to help people decide which product would help them best with their period. I worked with FLEX as a UI/Visual consultant to resolve those issues on their website and email communications.

Cup benefits

Free of leaks. Free of mess. Free of stress.

83% of visitors to the old site came not knowing about FLEX or the products they offer. To improve the homepage we focused on two main types of users, those that are ready to buy and those that need more education about the products. I helped to develop 2 different directions for A/B testing. Version A relied on modules to inform users on products and the different benefits that each one offers. Version B is more of an untraditional experience, walking users through products in a more conversational way.