Selected Clients
H&M Business Ventures
Cross-brand personalization R&D for the H&M group — one shopper identity across H&M, COS, Weekday, and Arket.
Innovation work at the forefront of a global fashion conglomerate's R&D: 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.
- 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.
One shopper identity, every brand in the group
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