Case Study UI/UX Redesign H&M App



Problem Statement

Bad Review

Design Process

Design Thinking

1. Empathize



  1. Understanding user’s habits when using the H&M application
  2. Knowing users needs and goals
  3. Understanding the user's pain points when using the H&M application
  4. Validate what features users need


Sample Specification

  • Male or Female
  • Age 18–32
  • H&M app users who have used it for the past year
  1. Name
  2. Age
  3. Gender
  4. Profession
  1. With whom I speak?
  2. How old are you?
  3. What is your profession now?
  4. Have you ever used an H&M application?
  5. What is your goal in using a fashion store application?
  6. Does the fashion store application facilitate your shopping activities?
  7. How often do you use fashion store apps?
  8. When do you use the H&M app?
  9. Can you explain how you used the H&M app from start to finish?
  10. How do you feel when you use the H&M app?
  11. What do you think is good about this app?
  12. What difficulties did you experience when using the H&M app?
  13. What are your suggestions for improvement in this application?

Competitive Analysis

Competitive Analysis

2. Define

Affinity Diagram

Affinity Diagram of User’s Problem

User Persona

User Persona

Empathy Map

Empathy Map

User Journey Map

User Journey Map


  1. Users can only search on the home page
  2. Users can’t tell the difference between the model tab and the product tab
  3. Users are annoyed with the back button that always leads to the home page.


  1. Make the search feature available on the explore page, so users can look at the item they want easier.
  2. Make the model tab and the product tab removed
  3. Create a new prototype for usability testing with an updated system that makes it easier for users to control the application.

3. Ideate

User Flow

User Flow

Design System



UI Design

1. Homepage

2. Item Page & Search

3. Item Selected & Product Detail

4. Categories

5. Shopping Cart

4. Prototype

5. Testing

6. Conclusion



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