Mitneywoo
A scrubs brand that finally looks like the women wearing it
About the project
Mitneywoo makes premium medical scrubs for the women who care for the world. It was founded by Dr. Latoya Rolle, a board-certified pediatric dentist who spent years in uniforms cut for anyone but her — so she designed her own. The line is deliberately tight: a handful of tops, bottoms and joggers in four colorways (Cobalt, Noir, Rhino, Rose), built around 4-way stretch, functional pockets and a comfort-length silhouette that survives a twelve-hour shift. The product and the photography were both strong. The store was not.
The challenge
The live store runs a lightly-skinned Dawn theme, and it shows. The homepage opens on a logo lockup instead of a value proposition — a visitor has to scroll before they learn what Mitneywoo actually sells or why it is different. Product cards carry no colour swatches and no ratings, so the four-colourway range is invisible from the grid and every colour choice costs a page load. There is no trust bar, no review content anywhere on site, no cart drawer and no predictive search: adding to cart throws the shopper onto a separate cart page, and finding a specific top means browsing collection by collection. Body copy is set in light, all-caps type at small sizes, which reads as fashion-editorial but works against scannability on the mobile devices most of the audience arrives on. The result was a store that under-sold a founder-led brand with genuinely differentiated product.
What we built
A full redesign of the storefront, built on Shopify and structured around the two things that actually sell scrubs: the fit and the founder. The homepage now leads with a direct headline — scrubs designed by a woman in healthcare, for women in healthcare — paired with a group hero shot and dual CTAs into best sellers and new arrivals, followed immediately by a trust bar carrying the three claims that matter (designed by a doctor, 4-way stretch with functional pockets, free shipping). Product cards were rebuilt with star ratings, inline colour swatches and a hover ADD button so a shopper can add to cart straight from the grid. A 'Shop by Color' section turns the four colourways into their own entry points. Dr. Rolle's story got a dedicated block with a route through to the full version. The PDP was reworked into a conversion layout: swatch and size selectors above the fold, a price-bearing add-to-cart plus Shop Pay express, a benefit strip, collapsible description, fabric-and-fit and shipping-and-returns accordions, a 'Complete the Set' cross-sell and a full review section with rating distribution. A slide-out cart drawer with a free-shipping progress meter replaced the cart page, and predictive search with suggestions, collection shortcuts and live product results replaced the bare search field. Collection pages gained colour and size filtering, sort, and load-more paging.
The store
