Hunkemöller – Multi-device online tool

Multi-device design


The challenge

Sexy Shapes – a market-leading new service for Hunkemöller, Europe’s leading lingerie retailer – needed customer-focused, engaging, multi-language and multi-device digital design. Research on the beta version of the online tool suggested it was functionally strong but lacked simplicity and emotional engagement. Our challenge was to:

  • Simplify the online tool and make it emotionally engaging
  • Design for the expanding range of devices and formats

HKM online tool

What we did

  • Listened to the user group and made design enhancements: less copy and a more prominent position for the tutorial video, which we also produced
  • Added more customer testimonials
  • Simplified the bra measuring stage of the service
  • Created a mobile-optimised version


The result

  • Version 2 went live during February 2014: We’ll keep you updated


Tutorial video: