MeUndies is a leading direct-to-consumer apparel brand known for its ultra-soft underwear and loungewear. With a strong emphasis on comfort, sustainability, and an engaging membership model, MeUndies has built a loyal customer base that expects a seamless digital shopping experience.
MeUndies was facing a stalled platform migration that had gone millions over budget with no clear resolution in sight. Years of technical debt from an incomplete transition to Shopify and Sanity left the company at a critical crossroads. With peak sales season fast approaching, a fast and effective solution was essential.
Shortly after joining, I assessed the existing platform and uncovered major inefficiencies in both the technology and operational structure. Within two weeks, I streamlined workflows, reduced unnecessary expenses by 50%, and removed barriers that were slowing down productivity.
With just five months to deliver a fully functional site, I made the strategic decision to scrap the incomplete Sanity-based frontend and rebuild it entirely using Builder.io. Working with a small but highly effective team of three, we developed a new Shopify-integrated frontend from the ground up, ensuring scalability and performance.
The new platform successfully launched in time for Black Friday/Cyber Monday, driving an unprecedented sales weekend with over 300% year-over-year growth. By the end of the year, MeUndies had surpassed revenue projections and achieved record-breaking metrics across key performance indicators, including average order value, customer lifetime value, and new member acquisitions.
Beyond the core migration, I implemented critical enhancements that had been missing from the previous system. These included a complete site rebrand, in-grid assets, product carousels, new custom product flows, A/B testing capabilities, faceted filtering, robust search, product bundles, quick view functionality, and sitewide promotional features.
A sudden supply chain crisis required immediate action to ensure Valentine’s Day deliveries. In less than three weeks, I led the emergency setup of a new third-party logistics (3PL) provider and implemented split shipping, allowing MeUndies to fulfill orders on time and avoid major disruptions.
To create long-term alignment between engineering and business goals, I worked closely with stakeholders to define strategic roadmaps, ensuring that development efforts directly supported revenue growth and customer engagement. Additionally, I introduced optional office hours to improve cross-functional communication between global engineering teams, spanning multiple time zones across the U.S., Europe, and Asia.
The successful platform relaunch not only resolved a costly and prolonged migration but also set a new standard for efficiency and impact. MeUndies' digital transformation reinforced the power of a strategic, well-executed engineering approach—one that delivers both technical excellence and measurable business success.
