Modernizing The Intersection Of Inspiration And E-commerce


The Problem

As a multinational clothing retailer, H&M approached us with a problem—they needed to move away from their fast fashion roots quickly to better connect with a millennial audience increasingly concerned with sustainability. But this wasn’t about a preachy CSR move. It had to redefine what it means to shop online. They aspired to tap into a unique whitespace in the clothing retail market: curation, personalization, and socialization for young shoppers.

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The Solution

Our approach? A curated shopping experience that’s built on the strength of endorsers—featuring group actions, peer-to-peer engagements and a seamless blend of browsing and buying that can happen on-or off-site.

Driven by users and enabled by brands, we created a whole new shopping experience to win a younger audience, address the retail market shift, and leverage H&M’s existing investment in this space. Our concept thinking went through robust moderated and unmoderated testing, iterations based on learnings, and design prototype validation across various stages. By understanding the increasingly complex and non-linear customer journey, we created a one-stop-shop for inspiration and e-commerce.

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The Result

The result was a customer experience that enabled users to discover, connect, and sustain engagement with the H&M brand. Endless discovery and personalization came to life through tailored styleboards, inline exploration, Instagram-inspired story posts, digital closets, and more. Through our relationship with H&M, we were able to create a mutually beneficial experience for customers, brands, and H&M alike.

Getting Social with Shared Closets

  • H&M’s identified young female shopper audience wanted to receive fashion advice from their friends, making our shared closets feature the perfect tool.

Keeping Up with the Trends

  • With unique looks and personalized selections, designed styleboards tap into cultural moments, seasonal events, and trendy styles.

Pulling Together the Style Pieces

  • My Daily Look turns users’ physical closets into digital closets. Users can swipe through outfit options to pick out their look each morning, giving them the flexibility and variety to try new trends through H&M.

Making the PDP Pop

  • Product detail pages feature tailored opportunities for discovery. Users’ shopping experiences don’t end with the PDP—other features prompt them as they explore and shop

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