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H&M
Buildingintelligenceformodernretail
I designed a mobile app for store associates and a management platform for audits and review — turning sales, store performance and operational data into clear, actionable insight across 4 700 stores.
Role
Senior Product Designer
Timeline
2025–26
Platform
Retail
Where it started
First the users, then the design
A working MVP was already in test — but it carried heavy cognitive load and friction. I interviewed the people using it before designing anything.
Store interviews
Store associates and store managers interviewed on the floor, in London and Stockholm.
Manager interviews
Business managers interviewed on goals, KPIs and store operations.
A working MVP
The MVP was live in test — functional, but heavy to use mid-shift.
The MVP worked. It was heavy to use. 😵💫
I user tested it. The cognitive load was high.
- 1Six entry points to start the day.Now: one task queue, sorted by priority.
- 2Four statuses to read on every list.Now: one signal, what to do next.
- 3Several taps and a scroll to accept one request.Now: three taps. Scan, confirm, shelve.
Store features
that drive sales
Tools for store associates — managing inventory, serving customers
and driving revenue on the shop floor.
The flow — six steps
The day starts in one queue — every task by priority
Scan incoming boxes and verify contents
Scan, confirm, shelve — three taps per item
Batch pick Click & Collect orders for speed
The customer signs on the phone as proof of pickup
Order closed — inventory syncs in real time
What I need to do today.
The daily reset — every task, one dashboard
Task queue — replenishment and pickup orders by priority
Right task. Right moment.
Add to shop floor. Before it sells out.
Box-level scanning — batch verify before unpacking
Replenishment in action — scan, confirm, shelve
Shelf to box. Three taps.
Batch picking — items grouped across orders for speed
Batch complete — summary and drop location confirmed
Customer handover in under 60 seconds.
Pickup queue — orders sorted by collection window
Identity verification — OTP confirmation before handover
Signature capture — legal proof of delivery built in
Order completion — closed loop with real-time inventory sync
Box to stockroom. Every item scanned.
Outbound overview — shipments queued for dispatch
Box scanning — verify contents before sealing
Item-level check — confirm every product before it leaves
An analytics platform
for store managers
Store data was siloed in shift reports. I designed a live dashboard so regional managers can compare performance across 50+ stores without waiting for weekly rollups.
I designed the sales view so regional managers stop context-switching between five spreadsheets
The operations dashboard I designed to replace the morning status call
From high-level health score to individual store discrepancies — all self-serve
Results
Measurable impact
Putting store data and everyday tasks in one tool made operations measurably faster — and freed associate time for customers.
More time in app
Associates spent more of each shift in the tool — paper checklists and radio chatter moved into one place.
Faster replenishment & pick-pack
Receiving, replenishment and Click & Collect picking ran quicker, with fewer taps per task.
Improved store efficiency
Smoother operations supported better on-shelf availability and freed staff time — efficiency that lifts store revenue.
Directional outcomes from the rollout across 4 700 stores.