Telling the story of quality and versatility
Express' digital experience didn't reflect the quality and versatility of its products
Lush fabrics, intricate details, and the ability to style in more than one look was missing from Express' digital storytelling.
Our goal: bring attention to the details and show users how to style each piece
Enhancing the Product Details section with specialized imagery brought the fabrics and intricate design elements to life. Incorporating user-generated content (UGC) and outfit recommendations showcased the products in real-world contexts, reducing the need for users to imagine how items would look or feel.
Role & impact
Heavy collaboration with product, photography
Developed and conducted usability testing, and data analysis
Created and optimized hi-fidelity prototypes
Collaborated with product and photography to create new content workflows
Delivered final UI specifications and collaborated with developers to ensure quality
Bringing fabric, fit, and function to life
Designed a more visual and robust product details section, bringing visibility to the products' quality.
Collaborated with product and photography teams to implement dedicated "details" imagery, showcasing fabrics in a more intimate and tactile way.
Conceptualized, designed and tested product detail icons, making details more tangible.
Implemented an outfit recommendation feature giving users ideas to style an outfit and easily purchase complementary pieces.
Implemented a user-generated content section that lets customers share their style, inspiring users and showing products on real people in real settings.
Styling page concept
Final words
This project transformed the Product Details Page into a more emotional and authentic touchpoint. By elevating imagery and storytelling, we showcased the craftsmanship and versatility behind each product. I focused on bringing this vision to life — executing designs that felt immersive, inspiring, and true to the brand's essence.
