A strategic decision was made by the top management to introduce external brands to www.HM.com. This would both include the group’s own brands like Arket and Monki, and include external brand such as Lee, Wrangler, Fila, Superdry, Crocs, Eastpak, Aimn, Kangol, Chimi, Houdini, Ecoalk and Buffalo.
As I had introduced the role of the Strategic Designer, we already had work in progress to map the entire HM.com experience in journey maps.
These journey maps became our plan for introducing external brands. We updated the full suite to show how external brands would flow, and where they would appear, in the experience.
These updated journey maps effectively became our “plan of action” that all the product teams could refer to see what role they played in introducing external brands.
While it did leave the technical roadmap scrambling to catch up, the approach worked excellently by giving clarity to the teams enabling accurate and speedy delivery.
HM.com screens with external brand features
