Harrods
Evaluating current status and develop a strategy to apply brand guidelines to an e-commerce app.
Overview
Mission
To translate Harrods’ rich brand heritage into a cohesive mobile app experience with a key focus on personalisation and the loyalty points system. The goal was to explore how users could engage with the app in both transactional and inspirational ways, while ensuring accessibility, consistency, and alignment with the brand’s luxury positioning.Design System
Adapted existing e-commerce styling for a mobile app, transferring colours, typography, and layout patterns while ensuring consistency and accessibility. Maintaining the brand’s premium aesthetic and supports inclusive, user-friendly interactions.
CONCEPT 1
Shopping-Focused Experience
A straightforward shopping concept prioritising clear product discovery, intuitive navigation, and easy checkout. This approach ensures users can efficiently browse, select, and purchase items, while engaging with the points system in a simple and accessible way.
CONCEPT 2
Content & Editorial Driven Sales
Leveraging Harrods’ editorial content and storytelling, this concept inspires purchases through immersive visuals, curated product collections, and lifestyle-driven narratives. It creates an aspirational shopping journey that encourages exploration while reinforcing the brand’s luxury positioning.
