Client
Negative Underwear
Industry
Services
Shopify UX & Merchandising Optimization
PDP, PLP & Cart Experience Enhancements
Launch Support, QA & Bug Resolution
Conversion-Focused Iteration (CRO)
Tech partners
Shopify Plus
Klaviyo
Google Merchant Center
Shopify Search & Discovery
Presidio partnered with Negative Underwear to deliver Shopify optimization services focused on performance, merchandising flexibility, and mobile-first conversion refinement. As a digitally native lingerie brand built around minimalism and elevated essentials, Negative Underwear needed an ecommerce infrastructure that preserved its restrained visual identity while improving efficiency across the storefront.
A Minimalist Ecommerce Experience Built for Clarity
Negative Underwear sits at the intersection of premium essentials and modern direct-to-consumer retail. Because the brand is rooted in simplicity, the digital experience needs to feel seamless, intentional, and free from unnecessary friction at every touchpoint. That puts greater pressure on the Shopify storefront to support clean visual storytelling, precise product education, clear inventory visibility, and consistent performance across devices. In a minimalist brand environment, even small UX issues become more noticeable, making clarity and refinement central to the overall ecommerce experience.
The Challenge: Improving Performance Without Disrupting the Brand Experience
As the brand scaled, small points of friction began to appear across PDP structure, navigation clarity, and mobile browsing behavior. Variant selection, size guidance, and inventory visibility all needed refinement without adding visual clutter or disrupting the brand’s minimalist presentation. At the same time, Shopify speed optimization became increasingly important to ensure image-heavy layouts and typography choices did not negatively affect load times. The challenge was not to redesign the experience, but to tighten it through more disciplined performance and usability improvements that would feel subtle to the customer while still supporting measurable conversion gains. The internal team also needed more flexibility to merchandise collections, launch seasonal edits, and feature new arrivals without relying on code-level updates for every change.
Our Shopify Optimization Strategy for UX, Speed & Merchandising Flexibility
Presidio implemented a focused optimization strategy across UX, performance, and merchandising flexibility. PDPs were refined to better balance imagery, sizing guidance, fabric details, and social proof while maintaining the brand’s minimalist aesthetic. Variant selection was streamlined to reduce friction, particularly on mobile, and navigation was tightened to improve product discovery. Performance improvements included image optimization, font loading efficiency, and script cleanup to support faster load times. Modular theme controls were introduced to give internal teams flexibility over merchandising and content updates without developer reliance. The focus was precise refinement rather than reinvention.
Improved mobile PDP clarity and a smoother size selection flow
Reduced performance drag from heavy imagery and unnecessary scripts
Streamlined navigation to support cleaner product discovery
Greater merchandising flexibility through updated theme controls
Stronger alignment between brand aesthetic and on-site UX behavior
Reduced operational friction when launching campaign updates
For Negative Underwear, Shopify optimization is centered on subtle improvement rather than visible overhaul. Ongoing work focuses on refining mobile interaction patterns, improving collection merchandising, and incrementally strengthening performance benchmarks without compromising the brand’s restrained design language. The digital experience continues to evolve with the same philosophy as the product itself: remove friction, preserve clarity, and let simplicity support conversion.
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