Fashion e-commerce fails when the

Fashion e-commerce fails when the shopping experience feels generic, regardless of how distinctive the product is. h. Discovery is an online boutique curating unique fashion for a discerning audience and needed a brand and product experience that matched the quality of what it sells. I designed the full brand identity and carried it through a complete app UI/UX, making every screen and visual decision reflect the brand's point of view. The result holds up against the best in fashion e-commerce.