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H&M - Digital rebrand

H&M - Digital rebrand

H&M - digital
rebrand

H&M - Digital rebrand

Explore H&M's dynamic rebranding journey as it reinvented its digital presence. This case study highlights how H&M revitalized its online platform through captivating design strategies, solidifying its position in the competitive world of digital fashion.

my responsibilities

UI Design  UX Design
DS System
Prototyping & Animatics
Style Guide
Brand Identity
Stakeholder Management
Cross-Collaboration with multiple product teams and developers

UI Design  UX Design
DS System
Prototyping & Animatics
Style Guide
Brand Identity
Stakeholder Management
Cross-Collaboration with multiple
product teams and developers

UI Design  UX Design
DS System
Prototyping & Animatics
Style Guide
Brand Identity
Stakeholder Management
Cross-Collaboration with multiple product teams
and developers

Challenge

H&M had to reassess its digital platform and grasp the changing preferences of its diverse customer base.   They aimed to anticipate emerging trends and develop a rebranding strategy that would connect with today's consumers. Our team was tasked with the global brand identity testing initiative, which involved creating a new design system and revamping their digital e-commerce experience. We faced the challenge of designing feasible and accessible solutions within technical limitations.

Solution

As Senior UI Designer in the team I played a crucial role in designing a streamlined and intuitive digital experience that aims to make customers feel inspired, confident, and guided throughout their purchase journey. My specific focus was elevating the holistic look and feel of the site, aligning it with new content and customer expectations. I worked to enhance the user experience, ensuring that every element of the design system emphasised the importance of content through thoughtful use of space, colour and typography.

From colour palette and typography selection to flexible component-based design, our goal was to improve the holistic experience while emphasising style, function and simplicity as they became our guiding ux principles.

The design system was prioritised to be fully responsive across all device types, catering to different user behaviours and ensuring the retention of essential features during the transition from desktop to mobile.

concept & commerce

By prioritising a holistic visual identity in an iterative manner, our goal was to establish H&M as a leading destination for style, creativity and culture. We aimed to increase inspiration, guidance, and fashion perception by integrating uplifting content, curation, and features throughout the site. Through a friendly design system and a seamless path to purchase, we created the best possible shopping journey for customers.     Additionally, we strategically utilised engaging storytelling and innovative collections to attract new customers while deepening the connection with existing ones. This blending of content and commerce redefined H&M’s online experience, allowing customers to explore the brand's product offerings while immersing themselves in its culture and personality on every page.

Design System

We established a unified and scalable design system, serving as the cornerstone for a seamless brand experience across products, categories, and content. This first-of-its-kind fully connected design system facilitated shared components between teams. Our meticulous design process resulted in a comprehensive requirements list, empowering a component-based system that functions like a drag-and-drop builder.

Various interchangeable design elements were crafted, such as interactive teaser & banner components, scalable product tiles, and multiple content components.     Each component's UX was carefully tailored to prioritise the end user, considering the new design system, brand guidelines, and best practices in retail UX across all touchpoints.

We created a unified and scalable design system that ensures a consistent brand experience across products, categories, and content. This allowed teams to share components seamlessly and simplifies the design process with a drag-and-drop builder.

We also developed various interchangeable design elements, including interactive teasers, banners, product tiles, and content components, all designed with a focus on the end user and adherence to brand guidelines and retail UX best practices.