H&M · frog Design
Locate in Store: bridging online browsing with in-store stock
Customers couldn't trust that items shown online were actually in stock at their local store. I traced the problem to stale inventory data and paired an interactive map with real-time shelf scanning.
- Role
- UX Strategist
- When
- 2021 – 2023
- Also on Behance
- Original deck ↗
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H&M was proactively experimenting with a way to bridge online and offline shopping, betting that the boundary between the two channels was about to matter a lot more. 'Locate in Store' started as that bet: could customers move seamlessly between their preferred H&M store and the online platform, and easily find what they wanted once they got there.
The problem
H&M was proactively betting that online and offline shopping needed to merge. Research across the US, China, and Sweden confirmed it: stores were described as "messy" and "hard to find things in," and staff interviews surfaced the deeper cause, the in-store inventory system only updated once or twice a day.
My role
UX Strategist. Led customer research, evaluated technical solutions, bridged store staff and the project team, and owned stakeholder alignment between customer needs and business goals.
Key decision
Traced the "can't find products" complaint back to its root cause: stale inventory data, not just poor navigation. Paired the interactive in-store map with store bots that physically scanned shelves to keep inventory current in real time, rather than shipping a map that pointed customers toward inaccurate stock.
Impact
15% increase in inventory location accuracy within 2 months. ~12% increase in cart conversion on located products. 25% reduction in product search time. 40% cut in pilot-to-deployment time.
At a glance
- Improved Inventory Accuracy by
- ↑0%
- Improved Cart Conversion by
- ↑0%
- Reduced Search Time by
- ↓0%
* Results measured across targeted pilot stores.
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