Commissioned to define the strategic design vision for the future digital entry point of a Swiss retailer (name confidential). In this project i was comissioned to conceptually explore and actually design a vision that shows how the homepage could evolve into a dynamic, user-centered experience. The challenge was not only to rethink a high-traffic digital space but to reimagine it as a living system that flexibly adapts to campaigns, digital- and in-store markets, seasonal specials, and customer behavior—while staying true to brand identity and performance goals.

At the heart of the concept was the transformation of the homepage from a static gateway into a responsive, experience-driven hub. I focused on blending storytelling and utility: showcasing key promotions, services, and values while ensuring that core shopping actions remained intuitive and fast. 

From a UX/UI perspective, the complexity lay in structuring content and navigation for diverse user needs—ranging from quick shoppers and loyalty members to inspiration seekers and sustainability-conscious consumers. Therefore, I developed a modular design systems that could scale across platforms and contexts, with a strong emphasis on accessibility, mobile responsiveness, and information hierarchy.

Ultimately, I hope that the design vision served as a north star for how a massive digital retail environment can feel even more personal, flexible, and future-ready—supporting both business agility and meaningful user engagement.