ASOS women
The brief
ASOS is a global online fashion destination and the UK's largest independent online fashion and beauty retailer visited by millions every day. They sought to provide the 20-something customer with an easy-to-use home page that was inspiring and relevant to their needs. For the business, it needed to drive sales, maximise engagement with content, be flexible across multiple international territories and promote fashion credibility.
the solution
The design was created around the principles of simplicity and clarity. The focus—shopping and discovery—in line with the customers’ primary motivations—to shop with ease and be inspired.
Links to product and articles were surfaced in bite-sized pieces, offering customers numerous opportunities for engagement and removed layers of clicks. Clear signposting provided easy-to-follow links and was complemented by a visual language that distinguished the different types of content. The modular framework was reactive to sales and news and allowed localisation across multiple international territories. The look and feel felt contemporary while remaining neutral enough to accommodate seasonal changes in imagery, colours and graphics.
Project details
Company: ASOS
Position: Global Creative Head, womenswear & Design Lead on this project