H&M Group

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H&M Group


Founded in 1947, H&M Group is a global design company with \~4,702 stores in 76 markets and 56 online markets.


H&M Group believes in making great design available to everyone. The family of brands and business ventures offers customers around the world a wealth of fashion, beauty, accessories and homeware, as well as modern menus with fresh and local produce at some of the brands’ in-store eateries.

Project overview

Role: User researcher & strategist, product design support.

Methods: In-depth qualitative interviews, customer journey mapping, brainstorming, information architecture, service blueprint, usability test, heuristic analysis.

Skills: Interviewing, synthesizing, facilitating, design critique, mental model mapping.

Deliverables: Customer journey map, personas, research summaries, prototypes, design system.


H&M's vision is to connect its brands on a personal level, encouraging their customers to explore their own style


Brand authority is fairly low for all brands except H&M. Users are unwilling to create an account because they aren’t sure if they will return. Aside from that, the value propositions for most of the brands are unclear, and the technical debt makes it impossible for new solutions to be iterated over in the future.

The problem space

To offer a customized experience, we need to gather enough data about our customers to understand their motivations, preferences, and behaviors. In the first place, there was a low percentage of logged-in users. Also, we found a low percentage of returning users. What we found was a centralized vision of both business vision and business that clash with a multinational company with presence in more than thirty countries.

Discovery phase​

Our team worked with all six H&M brands — Cos, Arket, & Stories, Weekday and Monki —. Our goal was to discover unmet user needs and design an MVP solution that would work across all business segments.

As a first step, we performed a discovery phase, during which we identified the problem space, framed the problem(s), and gathered sufficient evidence and guidance to proceed.


Understanding our users: Once we have identified the problem, we need to understand how it affects them, their needs, wants, and values.


The problem space: Determine how and why the issue arises and how it impacts users and the organization.


Shared vision: Talk with stakeholders about business objectives and desired outcomes, and answer questions such as ‘What are we hoping to accomplish?’ or ‘What does success look like?’


As a first step of the plan, we launched for all brands the “Favourites” feature. A scalable and easy-to-use solutions that will delight our users. The goal of this MVP was to start offering our customers valuable features that encourage them to return to the site and to create an account.

The “Favourites” features offers:


– A tool that allows users to remember and easily access items of interest with low effort.

– Less commitment than shopping bags.

– Easy to use (users expects. complementary features that allows them to remember and access products of interests)


Alongside the feature we launched marketing journeys that complement the experience.

Once we finished the implementation of the “Favourites” accross all brands, we built the “Notify me back”, a subtle visual or verbal suggestions to help users recall specific information, influencing how they respond.

Information architecture​

The goal was to organize, structure, and label content in a sustainable and effective way to help users find information and accomplish tasks. To accomplish this, we needed to understand how all the pieces work together within the system and how they relate to each other.


For the creation of systems of information, I analyzed the interdependant nature of users (audiences, tasks, information-seeking behavior, experience), content (objectives, data types, volume, governance) and context (business goals, culture, technology, constraints).

Evaluative research

As part of our process, we tested different ideas to make sure they were feasible and met the requirements we’d identified. This was an ongoing and iterative process as you move through design and development. Usability testing is the most common type of evaluative research. However, any time you put a proposed design solution in front of your client, you are actually doing some evaluative research.

Usability tests

Using representative users we seek to identify usability issues, collect qualitative and quantitative data, and assess participants’ satisfaction overall.



Quantitative data

  • Success rates
  • Task time
  • Error rates
  • Satisfaction questionnaire ratings


Qualitative data

  • Observations about pathways participants took
  • Problems experienced
  • Comments/recommendations
  • Answers to open-ended questions


📌 Shopping car used as a holding area to avoid registration.

📌 Save for later it’s a different function than favourites, and it’s used during the checkout.

📌 Users use favourites as a comparison table, a reference, a scrapbook for ideas.

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