Enhancing H&M's E-commerce Experience

To meet increasingly high customer expectations for a seamless digital experience, I aimed to strengthen H&M’s e-commerce experience by resolving content gaps and UX inconsistencies impacting conversion and customer trust. The goal was to create a more intuitive, transparent online journey that supported confident purchase decisions.

To elevate H&M’s e-commerce experience, I approached website discrepancies as a brand trust issue. I focused on identifying and resolving inconsistencies across product detail pages that could undermine confidence at key decision points, from misaligned product information to unclear fit context. As part of this work, I introduced model sizing details to provide greater transparency, helping customers make more informed purchasing decisions.

By reframing content accuracy and fit transparency as part of the brand experience, the e-commerce journey became clearer, more trustworthy, and easier to navigate. Customers were better supported in evaluating products with confidence, reinforcing trust in H&M’s digital storefront and strengthening the connection between brand promise and online execution.