Enhancing Digital Commerce Experience for &otherstories
UX Strategy, Mobile Optimization
H&M - &otherstories
August 2022
10 Weeks
Introduction
We worked closely with &otherstories to enhance its digital commerce experience across mobile and web by improving product discovery, loyalty engagement, and checkout efficiency for a younger, mobile-first audience.
Project Overview
Improving Discovery, Loyalty, and Checkout Flows
&otherstories wanted to strengthen its digital presence and create a more engaging ecommerce experience tailored for a fast-moving mobile-first audience. While the brand had a strong visual identity and product appeal, the online shopping experience lacked clarity in navigation, product discovery, and loyalty engagement.
Existing pages offered variety and volume, but users found it difficult to move smoothly from exploration to cart and checkout.
Loyalty benefits and promotional offers were not clearly visible, reducing repeat engagement and conversion momentum.
Approach
Designing for Mobile-First Shopping Behavior
We analyzed customer journeys across browsing, wish listing, and checkout to identify drop-off points and usability issues. Focus areas:
- Mobile-first shopping behavior
- Product discovery and filtering
- Cart and checkout friction
- Loyalty and rewards visibility
- Visual consistency with brand identity
Our goal was to simplify the purchase journey without losing the brand's expressive character.
Design & Solution
Crafting a Faster and More Engaging Shopping Experience
Improved Product Discovery
Simplified navigation and category structure made browsing faster and more intuitive.
Mobile-First Experience
Optimized layouts ensured smooth shopping across devices with minimal friction.
Loyalty & Offers Integration
Rewards and promotional offers were made more visible to encourage repeat purchases.
Streamlined Checkout
Reduced steps and clearer payment flows improved conversion rates.
Brand-Led Visual Experience
Bold typography, color usage, and imagery maintained &otherstories's strong brand identity while improving usability.
Key Decisions
Designing for Clarity and Confidence
Balancing brand expression with usability was critical. We prioritized clear hierarchy, clean checkout behavior, and visible loyalty value in every touchpoint.
- Fast mobile navigation
- Clear product hierarchy
- Frictionless checkout
- Visible offers and rewards
- Consistent brand tone
Outcome
Stronger Engagement and Better Conversion
The redesigned ecommerce experience positioned &otherstories for stronger engagement and conversion across digital channels.
Projected impact:
- Improved conversion rate
- Increased session duration
- Higher repeat purchases
- Better loyalty engagement
- Stronger mobile shopping performance
Every interaction was designed to feel engaging yet efficient for &otherstories's audience.