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Enhancing the H&M Experience: A Journey of User-Centered Design
As a Experience Designer at H&M Group, my mission is to make the employee and customer journeys smoother, more intuitive, and, most importantly, more human. Over the last three years, I’ve had the privilege of working on a variety of projects that range from simplifying the customer experience to enhancing internal processes. Here’s a glimpse into how I’ve approached this journey and the impact it has had on both the H&M workforce and its customers.
Transforming the Customer Service Pages: From Frustration to Satisfaction
My journey at H&M began with a focus on the Customer Service pages. The challenge was clear: how could we redesign these pages to help customers find the information they need quickly and reduce their frustration?
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​I began by diving deep into user needs. Through A/B testing, data analysis, and user feedback, we redesigned the pages to be more intuitive. The result? A usability score of 71.4%, a major improvement that helped reduce global customer contacts per order. Additionally, I led the design of the "Track My Order" feature, transforming conceptual ideas into user-friendly solutions that directly enhanced customer satisfaction.
Simplifying Time Registration for Retail Employees
After successfully enhancing the customer service experience, I turned my attention to H&M’s time registration systemfor store and warehouse employees. These employees are at the heart of H&M’s retail operations, and their time tracking system needed to be fast, efficient, and intuitive.
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I worked closely with cross-functional teams to redesign the system, making it more streamlined and user-friendly for high-traffic environments. Through user research and testing, we were able to simplify the process, ensuring employees could easily log their hours without unnecessary steps or confusion. This improvement not only increased efficiency but also helped reduce time spent navigating the system, allowing employees to focus on their core tasks.
Career Site for Job Seekers and Employees
Another critical project I led was focused on H&M’s Carrer site. The goal was to ensure the site provided an inclusive and seamless experience for both job seekers and employees. I spearheaded the accessibility and UX improvements, ensuring that the platform adhered to the latest standards while delivering an engaging and easy-to-use interface for users around the world.
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This involved conducting extensive research to identify pain points, iterating on designs, and collaborating with developers to make sure the platform was inclusive and accessible. By focusing on the user journey, we made the career site more intuitive, ensuring that potential candidates could easily explore opportunities and current employees could navigate internal career resources with ease.
Building the Unified Colleague Experience
The final phase of my journey at H&M has been focused on the colleague experience. We wanted to create a unified employee journey that aligned all internal platforms and ensured a seamless experience across various touchpoints.
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I worked on developing unified personas and user flows, conducting extensive research and usability testing. By collaborating closely with developers and stakeholders, we made sure that the solutions were not only user-centered but also aligned with business goals. The result was a more efficient and cohesive digital experience for H&M’s employees, helping them navigate internal tools with ease and enhancing their overall experience.
The Power of Cross-Functional Collaboration
Throughout these projects, collaboration has been key. Whether facilitating design workshops or working with developers and stakeholders, every step of the process has been about working together to deliver solutions that drive H&M’s mission forward. I’ve learned that truly great design is a team effort, and I’m proud of the partnerships I’ve built across the company.
The Takeaway: Empathy, Innovation, and Impact
At the end of the day, great design isn’t just about creating beautiful interfaces. It’s about solving real problems and creating experiences that genuinely make life easier for users. Whether it’s helping customers find answers more quickly, enabling employees to track their time more effectively, or improving the career site experience, the goal is the same: making H&M’s digital products work harder and smarter for everyone.
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As I continue my journey at H&M, I’m excited to create even more inclusive, efficient, and human-centered solutions. The projects may evolve, but the underlying principles of empathy, user-centered design, and collaboration will always guide my approach.
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In the end, design is all about impact—connecting people and creating seamless experiences. And this, to me, is the true power of design: making the world a little bit more human, one experience at a time.
