Portfolio

FEEL MORE AT HOME

Client
H&M + AKQA
Role
UX/UI Designer
Period
2018
The challenge

H&M came to us at AKQA with an ambition. Earlier before H&M Home’s creation, the brand was experimenting with  home decor & textiles products in their offering. After a successful HOME only pop-up store in Stockholm, H&M decided to create a seperate sub brand for it’s decor, textiles, etc. As the brand evolved their product offering diversified and broadened. Their next ambition was prioritising the customer experience. Home already has a ethos about customer centricity but that wasn’t communicated well within their section of the H&M .com website. “We’ve put a lot effort and hard work in the physical stores and will now focus, with all our hearts, to become a world class interior brand online.”

APPROACH

In order to start defining some territories that we would focus on, we began reframing the brief as a series of ‘how might we’ questions to try and unpack what they were asking us to do vs what we felt were some opportunity areas. The brief posed a few areas that they wanted us to focus on: functionality, navigation, usability, structure/layout & visual expression. We spent some time researching beautiful and functional brands within the home decor space – but also different industries to find experiences that hit the mark on the pillars above in interesting and intuitive way.To help guide us during the pitch, we spent some time unpacking the H&M Home brand and what makes it unique. Not having an already existing strong brand articulation documented, we spent some time auditing the existing executions of the brand – pulling together word clouds, excerpts from brand messaging etc. We used these to help guide some principles that ultimately mapped some traits of the Home brand from the rational/utility end of the spectrum through to a more emotional/future driven set of perspectives.

The challenge

H&M came to us at AKQA with an ambition. Earlier before H&M Home’s creation, the brand was experimenting with  home decor & textiles products in their offering. After a successful HOME only pop-up store in Stockholm, H&M decided to create a seperate sub brand for it’s decor, textiles, etc. As the brand evolved their product offering diversified and broadened. Their next ambition was prioritising the customer experience. Home already has a ethos about customer centricity but that wasn’t communicated well within their section of the H&M .com website. “We’ve put a lot effort and hard work in the physical stores and will now focus, with all our hearts, to become a world class interior brand online.”