H&M

For this redesign of the H&M app, I chose to preserve the brand’s instantly recognisable identity, its logo incorporating its black-and-white contrast and the bold use of red, while translating it into a smoother, more contemporary mobile experience focused on conversion.

My approach is based on a deliberately streamlined interface: clear visual hierarchy, easily identifiable priority actions and consistent navigation at every stage of the journey. The aim was to reduce friction without diminishing the experience, placing products, their information and purchasing decisions at the centre of the screen. I designed the app’s main journeys: discovering collections available locally, the gallery and product page, 3D visualisation of selected items, the basket, delivery, payment and the member area. An in-store scanning feature also makes it possible to extend the physical experience into the digital space, providing real-time access to an item’s details and the option to purchase it online.

The mock-ups presented reflect this intention: to create a simple, intuitive and effective omnichannel experience, faithful to the H&M universe and suited to customers’ real needs.