H&M Group

H&M Group

H&M Group is a family of brands and businesses, making it possible for customers worldwide to express themselves through fashion and design and choose a more sustainable lifestyle.

Project Summary

By identifying unmet user needs, we aimed to make our Portfolio Brands relevant to customers. Our mission was to create a personal connection with our users, inspire them and empower them to keep developing their own style.


Product owners, developers, marketing, product designers, and UX writers.


12 months


User journeys, content strategy, UXR documentation, design system.


Work in progress

Methodologies used

Stakeholder interviews    – Competitive audit    – Service blueprint    – User interview and usability testings    – Content strategy    – Taxonomies    – User personas    – Scenarios    – Mental model    – Workshops    – Moodboard    – Wireframes    – Prototype    – Design system    – SUS, NPS, Heuristic, Quantitative, Behavior psycology, Architecture, Flows documentation.

The vision

Drive customer relevance for our Portfolio Brands through customer insight and AI.

Problem statement

According to discovery research, low returning user rates are caused by poor brand authority, lack of data usage, and no habit-forming strategy.

Every project has constraints.

It’s a good thing we love a challenge.

  • Technical debt.
  • A low percentage of registered users.
  • No owned or internal triggers.
  • The triggers are presented when the user lacks the ability and motivation to take action.
  • Users couldn’t perceive that when they introduced data improved the service.

Hypothesis validation

  • A tool that allows users to remember and easily access items of interest. (low effort)
  • Favourites require less commitment than shopping bags.
  • Easy to use: users expect complementary features that allow them to remember and access products of interest.

The solution

According to the information gathered from users, stakeholders, and competitors, we believe it is essential to define, design, and build a “Favourites” feature plus a “Notify me back when back in stock” initiative to create a personal experience for our customers.

Climbing the learning curve

Non-logged-in users can save their favourites. Users use the shopping cart as a holding area and avoid registration when it is mandatory to be logged in to use the feature.
Soon, the “Favourites” feature should be a reference for our users, where they can compare and be inspired by others. We aim to fulfil both logical and irrational decision-making processes.

Project Measurement

Two months after launching “Favourites”, we got:

6% increase in conversion rates.

%3 of users are using the “Favourites” feature.

%8 increase in registered users.

A UX strategy is a detailed plan to align a company’s brand identity with the desired user experience at every customer touchpoint. To be most effective, this plan should be in place before design even begins.

Key skills: UX research, design principles, behavioural psychology, negotiation, design thinking, communication, leadership, business acumen.