How onewith built their dream storefront and increased CVR by 41%

The challenge

onewith sells edgeless swimwear that’s meant to feel like no-show underwear. The product is fundamentally different from most swimwear on the market, which means the storefront has to do more than sell. It has to teach.

Hayley Segar, founder of onewith, has always taken that responsibility seriously. For years, she personally designed and managed much of the store herself.

In October 2024, onewith launched a new version of the store. It was colorful, expressive, and full of personality. But feedback from customers told a different story.

“I’m not one of those compulsive site-revamp founders. I actually believe in finding something that works and sticking with it. Which is why it pained me to come to the realization that the last version of our site had major performance issues that couldn’t be patched.”

The store wasn’t broken, but it was starting to get in the way.

• Heavy JavaScript and third-party apps were slowing down the site
• onewith’s patented, edgeless “second-skin” design was challenging for some customers to understand
• Heatmap data showed shoppers missing or misusing key educational sections of the store
• Customers struggled to distinguish tops from bottoms and frequently navigated back to “Shop All” instead of confidently building a set
• Managing and improving the store depended heavily on Hayley's time, making ongoing iteration harder as the brand grew

From Hayley’s perspective, the store still felt like onewith, but it was starting to get in the way of growth. She didn’t want a complete reset. She wanted a stronger foundation that preserved the brand’s personality while fixing the education and usability gaps creating friction for customers.

The solution

onewith partnered with Platter to rebuild their Shopify store without losing the fun, funky essence that Hayley had created. The goal wasn’t to reinvent the brand, but to preserve its identity while fixing the structural and educational gaps underneath it.

A more structured design system

The old store had tons of personality, but it lacked consistency. Much of the visual design lived in Canva and had to be recreated using default sections, which made updates slower and more difficult to implement. Platter rebuilt the design system from the ground up. Colors, icons, layouts, and components were simplified and standardized.

“I stressed to the Platter team, I didn’t want to lose that identity of like it feeling like a different experience when you open it up on a browser tab.”

Subtle motion like floating bubbles, stars, and seashell badges stayed, but they were implemented in a lighter, more reliable way.

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Education built into the shopping experience

Fit education is critical for onewith. The product should feel snug at first, then relax into a second-skin fit after “warming it up” (aka, giving it a stretch). That idea is easy to explain in person and hard to communicate online.

The new store brings education closer to decision points:

• A “what to know” module on product pages with sizing tips 
• A “Find your fit” dropdown in the nav with a dedicated Size Guide page
• Educational content surfaced in navigation so shoppers can find it before checkout

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An interactive booty coverage guide

Heatmaps showed shoppers repeatedly clicking a static coverage image as if it were interactive.

Platter turned that insight into a real feature. Shoppers can now filter products by coverage type directly from collection pages.

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See it in your size

Swimwear is personal. Even with sizing charts and quizzes, shoppers want to see the product on bodies like their own.

The new “See it in your size” gallery lets customers select a size and view real customer photos wearing that size, building confidence before purchase.

The results

Early performance since launch shows meaningful improvements in how customers move through the shopping experience.

When comparing the post-launch period to the same timeframe last year, onewith saw improvements across two key indicators:

• Conversion rate increased 41%
• Add-to-cart rate increased 40%

Importantly, these improvements held through January, rather than dropping off after launch. For a category with strong seasonality, that consistency is a meaningful signal that the new storefront is helping customers buy with more confidence.

Conclusion

For Hayley, the rebuild was part of a broader effort to strengthen the foundation of the business. After a year spent upgrading logistics and fulfillment, the new storefront is a major part of the reset.

“Last year at this time we were airing on Shark Tank, and we were still fulfilling out of our own space. Since then, we’ve spent a lot of time investing in the infrastructure of the business. The site, our 3PL, our systems. It feels like we’ve got the engine running now.”