H&M GROUP for
MOMs
Real life. Real style.
This should be the next ad campaign.
Real life, real opportunity: Moms are the market H&M Group can’t afford to overlook.
the brief
How can H&M Group provide a shopping experience that makes new moms feel confident, valued and supported?
client (fictional)
H&M Group
role
UX Design Student
project background
I am given a brief to ‘‘create a feature that delivers confidence when shopping’’ for Moms who are ending maternity leave. I tweaked the brief to fit my intentions of exploring UX Design and Branding. The client is fictional, but the research and findings are real.
After 4 weeks of research and synthesis, I am now diving into ideation methods so this project will be updated with more content.
what research shows
research process
Summary
Moms cannot shop online because sizing is atrociously inconsistent. But shopping in-store is at most a quick in/out because the space & experience is not kid-friendly. Comfort is high priority but they cannot find things in their style.
Ultimately Moms shop less and H&M Group is losing a lot of potential revenue by overlooking new Moms’ needs.
They should consider a new campaign for Moms -
Real life. Real style.
My first project sharing was writing this Medium article. I was not very pleased with my content, not convinced about my design principles and recommendations. So I redid my synthesis, used ChatGPT, which to my delight revealed insights that I did not see on my own. Now I am in a happy place with the content I present.
I definitely see and believe now when my industry leaders say to ‘‘trust the process.’’ I will continue to do so in my current class module on Ideation, Design Principles & Processes. Look forward to share new updates here.
Reflection of my work to date
Quite frankly, I thought ‘‘What in the world am I going to do with a brief about shopping?!’’ I belittled the topic, and at the same time felt lost.
As I followed along the research process, my attitude quickly changed to enthusiasm. But there were a lot of ups and downs as illustrated in the graph.
