Orit Hashay, Founder and CEO of Brayola, knows, that not everyone in the audience will know the pains of bra-shopping. But she explains it also very clearly to the male audience: Just imagine the stress of measuring, being touched by strangers - and all that just for buying a condom. And that is what women feel while buying a bra.
Because of that Brayola wanted to make the shopping experience easier for women. Important was the feedback of buyers: did the bra fit? Which brand fitted better? Build on these data an algorithm was built which helped to find bras, by matching the bras bought by other costumers with similar ideas of design, similar sizes and so on. That made shopping literally more comfortable, or as Hashay jokes: "More time for shopping shoes!"