Innovation Project
Innovation Project
Innovation Project
2023
2023
2023
Overview
Overview
Overview
Our vision was to reimagine fashion as an on-demand model, producing personalised garments only when a customer committed to buy.
Our vision was to reimagine fashion as an on-demand model, producing personalised garments only when a customer committed to buy.
Our vision was to reimagine fashion as an on-demand model, producing personalised garments only when a customer committed to buy.
Role
Role
Role
I was charged with shaping the end-to-end design experience, ensuring it remained on-brand, fashion first and enjoyable for customers. I also led monthly project updates, presenting progress and direction to 50+ stakeholders and colleagues.
I was charged with shaping the end-to-end design experience, ensuring it remained on-brand, fashion first and enjoyable for customers. I also led monthly project updates, presenting progress and direction to 50+ stakeholders and colleagues.
I was charged with shaping the end-to-end design experience, ensuring it remained on-brand, fashion first and enjoyable for customers. I also led monthly project updates, presenting progress and direction to 50+ stakeholders and colleagues.
H&M ON DEMAND: WALKTHROUGH
Context
Context
Context
On-demand production brings clear sustainability benefits but also introduces a longer delivery window, 3–5 weeks in our case, creating a real conversion risk.
H&M customers had never waited this long for a garment before, so we needed to give them a compelling reason to do so.
On-demand production brings clear sustainability benefits but also introduces a longer delivery window, 3–5 weeks in our case, creating a real conversion risk.
H&M customers had never waited this long for a garment before, so we needed to give them a compelling reason to do so.
On-demand production brings clear sustainability benefits but also introduces a longer delivery window, 3–5 weeks in our case, creating a real conversion risk.
H&M customers had never waited this long for a garment before, so we needed to give them a compelling reason to do so.
Key Decision One
Key Decision One
Key Decision One
As a team, we believed that a strong sense of ownership would help offset a longer delivery time. I decided to lean into fun and fashion-led interactions to encourage exploration, play and deeper investment in the garment.
Fun → Time → Ownership → Patience
As a team, we believed that a strong sense of ownership would help offset a longer delivery time. I decided to lean into fun and fashion-led interactions to encourage exploration, play and deeper investment in the garment.
Fun → Time → Ownership → Patience
As a team, we believed that a strong sense of ownership would help offset a longer delivery time. I decided to lean into fun and fashion-led interactions to encourage exploration, play and deeper investment in the garment.
Fun → Time → Ownership → Patience
Key Decision Two
Key Decision Two
Key Decision Two
Seeing a garment on a real person is essential online but with 10 colours and multiple custom options, full studio coverage was unrealistic.
I chose to dynamically update product imagery based on the selected outer colour, balancing customer confidence with production constraints.
Seeing a garment on a real person is essential online but with 10 colours and multiple custom options, full studio coverage was unrealistic.
I chose to dynamically update product imagery based on the selected outer colour, balancing customer confidence with production constraints.
Seeing a garment on a real person is essential online but with 10 colours and multiple custom options, full studio coverage was unrealistic.
I chose to dynamically update product imagery based on the selected outer colour, balancing customer confidence with production constraints.
2025 Refinement
2025 Refinement
2025 Refinement
Inspired by H&M’s brand update, I refined the original design to align with the updated visual language.
Inspired by H&M’s brand update, I refined the original design to align with the updated visual language.
Inspired by H&M’s brand update, I refined the original design to align with the updated visual language.
More Featured Work
More Featured Work
(2)
