Commissioned to define the strategic design vision for the future digital entry point of Switzerland’s largest retailer, this project explored 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, seasons, 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. We focused on blending storytelling and utility: showcasing key promotions, services, and values while ensuring that core shopping actions remained intuitive and fast. This meant working closely with both marketing and technical teams to align strategic goals with design feasibility.

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. We explored 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 personal, flexible, and future-ready—supporting both business agility and meaningful user engagement.