JAEEUL BAE
WORKS
ABOUT
H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
I designed the onboarding preference questionnaire of H&M mobile app, from the marketing entry point to data acquisition framework and core design concept. I proposed the core concept of “Inclusiveness and Respect” for the onboarding flow - it resonated with H&M customer’s preferences for the brands embrasing diversity
My Role
- Project coordination; leading collaboration with the Assortment teams and Data department
- Marketing entry point design
- Core concept development
- Executing end-to-end UX design
Impact
- +$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
- +60% feature launches compared to the same period before
- +70% growth rate of daily orders, daily GMV, and daily buyers
Highlights
Driving through customer-involving iteration
I led the project through hypothetical design testing. It brought out a deeper understanding of what customers wanted to tell and expect when they talk about their fashion tastes and lifestyle.
Leading collaboration
I led the collaboration among different stakeholders representing the wide range of H&M offers for fashion & lifestyle. I helped each team to apply wholistic, customer-centric framework to collect and interpret customer data.
Empowering self-expression through design in the customer’s voice
I replaced clinical data queries with an empathetic approach to invite self-expression, transforming functional onboarding into a meaningful, personalized, and style-driven discovery journey.
Direct execution from marketing to UX/UI design
I personally designed the full journey from marketing banner to onboarding flows, ensuring a seamless connection and consistent brand communication.
Read more about the project in detail
Challenge
Helping customers and service understand each other
To achieve the mission of becoming an "Inspiring Style Destination” in 2022, H&M aimed to capture customers’ style preferences. The challenge was translating H&M’s vast internal product taxonomy into intuitive, customer-oriented questionnaires.
Approach
Driving through customer-involving iteration
I implemented an iterative design-led research strategy to bridge the gap between the business and customers. Bt rapidly developing and testing designs with users, I empowered the team to integrate authentic customer voices into the project,
Initial draft utilizing internal taxonomies and conventional inquiry formats for initial testing
Analysis
Mismatch between what we ask vs. what customers want to express
Through iterative testing, I revealed a disconnect between rigid internal typologies and intuitive customer perceptions. I also identified that users resisted being “boxed in,” fearing data collection would limit their future creative exploration.
Customers perceived that H&M’s style classification did not align with their intuitive perceptions
Customers expressed emotional hesitation toward being defined by statistical classification
Solution
Onboarding as a conversation with respect and empathy
I established a strategic framework to empower customers to express their preferences in their own voices. I defined a shift from rigid internal classifications to visual affinities, and from prescriptive categorization to authentic self-expression.
Key Designs
Intuitive visual affinity questionnaire
I designed a questionnaire flow that enables intuitive choices through visual affinity. I defined the metadata mapping logic and collaborated with cross-functional teams to develop a system that translates implicit choices into high-fidelity style profiles.
Inclusive and empathetic communication design
I established communication principles that prioritize subjective identity over objective data points. By reframing inquiries to focus on personal preferences rather than descriptive labels, I ensured customers felt respected throughout the dialogue.
Impact
Driving business impact through empathy-led alignment
- 3% click rate on the onboarding questionnaire banner
- 76% success rate through whole onboarding flow
- 93.6% response rates to questions
- 1.68% (+80%) conversion rate with personalized style suggestion content
I redefined onboarding from a functional barrier into a strategic dialogue, establishing a high-fidelity data-driven personalization framework. This outcome demonstrates that aligning authentic human narratives with business missions creates a powerful synergy that drives substantial, measurable growth.
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
I designed the onboarding preference questionnaire of H&M mobile app, from the marketing entry point to data acquisition framework and core design concept. I proposed the core concept of “Inclusiveness and Respect” for the onboarding flow - it resonated with H&M customer’s preferences for the brands embrasing diversity
My Role
- Project coordination; leading collaboration with the Assortment teams and Data department
- Marketing entry point design
- Core concept development
- Executing end-to-end UX design
Impact
- +$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
- +60% feature launches compared to the same period before
- +70% growth rate of daily orders, daily GMV, and daily buyers
- -90% design effort, -50% development resources
Highlights
Driving through customer-involving iteration
I led the project through hypothetical design testing. It brought out a deeper understanding of what customers wanted to tell and expect when they talk about their fashion tastes and lifestyle.
Leading collaboration
I led the collaboration among different stakeholders representing the wide range of H&M offers for fashion & lifestyle. I helped each team to apply wholistic, customer-centric framework to collect and interpret customer data.
Empowering self-expression through design in the customer’s voice
I replaced clinical data queries with an empathetic approach to invite self-expression, transforming functional onboarding into a meaningful, personalized, and style-driven discovery journey.
Direct execution from marketing to UX/UI design
I personally designed the full journey from marketing banner to onboarding flows, ensuring a seamless connection and consistent brand communication.
Read more about the project in detail
Challenge
Helping customers and service understand each other
To achieve the mission of becoming an "Inspiring Style Destination” in 2022, H&M aimed to capture customers’ style preferences. The challenge was translating H&M’s vast internal product taxonomy into intuitive, customer-oriented questionnaires.
Approach
Driving through customer-involving iteration
I implemented an iterative design-led research strategy to bridge the gap between the business and customers. Bt rapidly developing and testing designs with users, I empowered the team to integrate authentic customer voices into the project,
Initial draft utilizing internal taxonomies and conventional inquiry formats for initial testing
Analysis
Mismatch between what we ask vs. what customers want to express
Through iterative testing, I revealed a disconnect between rigid internal typologies and intuitive customer perceptions. I also identified that users resisted being “boxed in,” fearing data collection would limit their future creative exploration.
Customers perceived that H&M’s style classification did not align with their intuitive perceptions
Customers expressed emotional hesitation toward being defined by statistical classification
Solution
Onboarding as a conversation with respect and empathy
I established a strategic framework to empower customers to express their preferences in their own voices. I defined a shift from rigid internal classifications to visual affinities, and from prescriptive categorization to authentic self-expression.
Key Designs
Intuitive visual affinity questionnaire
I designed a questionnaire flow that enables intuitive choices through visual affinity. I defined the metadata mapping logic and collaborated with cross-functional teams to develop a system that translates implicit choices into high-fidelity style profiles.
Inclusive and empathetic communication design
I established communication principles that prioritize subjective identity over objective data points. By reframing inquiries to focus on personal preferences rather than descriptive labels, I ensured customers felt respected throughout the dialogue.
Impact
Driving business impact through empathy-led alignment
- 3% click rate on the onboarding questionnaire banner. 2x higher than the average promotion banner (1.5%).
- 76% completion rate
- avg 93.6% response rates to questions
- 1.68% conversion rate with personalized style suggestion content (approximately 80% improvement from the general conversion rate)
I redefined onboarding from a functional barrier into a strategic dialogue, establishing a high-fidelity data-driven personalization framework. This outcome demonstrates that aligning authentic human narratives with business missions creates a powerful synergy that drives substantial, measurable growth.
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
I designed H&M onboarding questionnaire, covering the marketing entry point, data framework, core concept and detailed UX/UI designs. The concept of "Inclusiveness and Respect" resonated customers' preference for brands that embrace individuality and diversity.
My Role
- Project coordination; leading collaboration with the Assortment teams and Data department
- Marketing entry point design
- Core concept development
- Executing end-to-end UX design
Impact
- Feature launches in the Dutch and Spanish markets
- 3% click rate on the onboarding questionnaire banner (vs. avg. 1.5% click rate on promotion banners)
- 76% success rate of finishing onboarding questionnaire
- Avg 93.6% response rates to questions
- +1.68% conversion rate with personalized style suggestion content (approximately 80% improvement from the general conversion rate)
Highlights
Driving through customer-involving iteration
I led the project through hypothetical design testing. It brought out a deeper understanding of what customers wanted to tell and expect when they talk about their fashion tastes and lifestyle.
Leading collaboration
I led the collaboration among different stakeholders representing the wide range of H&M offers for fashion & lifestyle. I helped each team to apply wholistic, customer-centric framework to collect and interpret customer data.
Empowering self-expression through design in the customer’s voice
I transformed functional onboarding questionnaire into a meaningful, personalized, and style-discovery journey with empathic approach inviting self-expression.
Direct execution from marketing to UX/UI design
I personally designed the full journey from marketing banner to onboarding flows, ensuring a seamless connection and consistent brand communication.
Read more about the project in detail
Challenge
Helping customers and service understand each other
To achieve the mission of becoming an "Inspiring Style Destination” in 2022, H&M aimed to capture customers’ style preferences. The challenge was translating H&M’s vast internal product taxonomy into intuitive, customer-oriented questionnaires.
Approach
Driving through customer-involving iteration
I implemented an iterative design-led research strategy to bridge the gap between the business and customers. Bt rapidly developing and testing designs with users, I empowered the team to integrate authentic customer voices into the project,
Initial draft utilizing internal taxonomies and conventional inquiry formats for initial testing
Finding
Mismatch between what we ask vs. what customers want to express
Through iterative testing, I revealed a disconnect between rigid internal typologies and intuitive customer perceptions. I also identified that users resisted being “boxed in,” fearing data collection would limit their future creative exploration.
Customers perceived that H&M’s style classification did not align with their intuitive perceptions
Customers expressed emotional hesitation toward being defined by statistical classification
Solution
Onboarding as a conversation with respect and empathy
I established a strategic framework to empower customers to express their preferences in their own voices. I defined a shift from rigid internal classifications to visual affinities, and from prescriptive categorization to authentic self-expression.
Key Designs
Intuitive visual affinity questionnaire
I designed a questionnaire flow that enables intuitive choices through visual affinity. I defined the metadata mapping logic and collaborated with cross-functional teams to develop a system that translates implicit choices into high-fidelity style profiles.
Inclusive and empathetic communication design
I established communication principles that prioritize subjective identity over objective data points. By reframing inquiries to focus on personal preferences rather than descriptive labels, I ensured customers felt respected throughout the dialogue.
Impact
Driving business impact through empathy-led alignment
- 3% click rate on the onboarding questionnaire banner. 2x higher than the average promotion banner (1.5%).
- 76% completion rate
- avg 93.6% response rates to questions
- 1.68% conversion rate with personalized style suggestion content (approximately 80% improvement from the general conversion rate)
I redefined onboarding from a functional barrier into a strategic dialogue, establishing a high-fidelity data-driven personalization framework. This outcome demonstrates that aligning authentic human narratives with business missions creates a powerful synergy that drives substantial, measurable growth.
This site is built with Figma Site