Selected Clients
H&M Group
Cross-brand personalization R&D for the H&M group: one shopper identity across H&M, COS, Weekday and Arket.
Innovation R&D inside a global fashion group: a service that lets a customer shop across every H&M-group brand as one personal, sized, styled experience. A client engagement under BLK LZY; shown at a summary level.
- Years
- 2022–23
- Role
- Product & experience design
- Client
- H&M Group (via BLK LZY)
- Type
- Innovation R&D
- Note
- NDA · summary level
One shopper identity across the whole group.
We designed a service spanning the group’s brands (H&M, COS, Weekday, Arket) so a customer could combine products from different brands into a single outfit and checkout, sized and styled to them. The core was a portable shopper identity: your measurements, fit and preferences, carried across every brand and, in time, potentially beyond the group to external partners who adopt it. Heavy personalization through one digital experience.
Innovation at conglomerate scale.
Designing for a global conglomerate’s R&D means the work has to flex across many brands, systems and stakeholders at once. I worked across the experience in a small, senior team. Forward-looking R&D, shown here at a summary level.
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