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Intermediary Category View
Intermediary Category
Catalogue - Small View
Catalogue - Med View
Account View
Account View / Profile
Context
The business sought to reduce reliance on paid marketing by growing owned channels — especially the app.
The Head of UX defined a strategic brief:
App customers = higher NMV and loyalty
Third party usability audit (Baymard) rated both app platforms as poor
Brand had been refreshed in 2021 but digital channels hadn’t
Engineering experimenting with new architecture (BFF + SDUI)
Bug fixes and BAU enhancements weren’t moving the needle
A north-star vision was required to shape product and tech roadmaps, refresh aesthetics, fix usability issues, and set a coherent direction for app-first squads.
Strategic Problem
To shift from incremental fixes to noticeable, customer-facing product improvements, the company needed a modern, native, platform-aligned experience that:
Drives app adoption and loyalty
Reduces dependency on paid channels
Implements Baymard (third party audit) recommendations
Reflects the 2021 brand framework
Provides scalable patterns for future journeys (Beauty, Luxury, Category experiences, Fit, Considered, Loyalty, etc.)
Constraints
No existing native app design system
Fragmented iOS/Android parity
Heavy use of bespoke/hardcoded components
Visual brand → no digital direction
Slow release cadence
Multiple squads contributing to the app, each with different priorities
What I Led
UX & UI Design Execution
Redesigned core flows (Accounts, Orders, Returns) using native M3 and iOS components
Improved information architecture & navigation patterns
Delivered interaction prototypes (e.g., swipe-down exit, add to bag micro-interactions)
Usability & Accessibility
Translated third party usability audit (Baymard) insights into practical UX fixes
Identified and resolved key predictability/navigation issues
Ensured platform-consistent patterns
Visual Direction
Contributed to the clickable prototype representing the new aesthetic
Defined updated visual styles for app screens (colour, spacing, layout, typography aligned to brand framework)
Design System Foundations
Defined reusable components and tokens
Helped reduce designer dependency on future releases
Cross-team Collaboration
Worked with UX, PM, Engineering, and Brand to ensure feasibility and alignment
Experience Design
Rebuilt flows with native gestures and transitions
Added motion and micro-interactions
Increased reusability + reduced bespoke engineering effort
Supported accelerated unmoderated testing (Userlytics), heuristic review, and team feedback cycles
Catalogue Density
Outcomes
12% homepage engagement uplift from personalised modules
Faster release cycles: 'Account' flow shipped in sprints, not quarters
Reusable native components reduced engineering dependency on design
New App 'North Star' visual direction now guiding multiple squads
App Design System foundations established
Aligned UX patterns across both platforms
Set the aesthetic and interaction direction for future journeys: Beauty, Luxury, Sneakers, Onboarding, Loyalty, Considered, Fit Analytics, and more
+ 12% engagement
+ New App 'North Star' visual direction
Testimonial
Luke played a pivotal role in designing THE ICONIC's App vision. Luke contributed UX concepts, refreshed the brand expression, and elevated user interface design and interactions to create a north star for the company's app strategy that was adopted into the product roadmap.
Luke's experience across a range of domains, his motivation and constant learning is what makes him excellent in his craft and valuable in teams. I hope to work with Luke again and highly recommend him.
Erietta Sapounakis
Then Head of UX at THE ICONIC
Stories + Shopable content
Catalog: New browsing experience
Variable view density on catalog
Swipe down to exit
Size picker
Android: Before & After
Utilising native patterns: Account Flow
Handoff ready designs
Before & after
Native patterns
Account: Before & After
Utilising native patterns: Account Flow
Handoff ready designs
Old Design
👍 New Designs: Account & Profile
Native iOS patterns for content filters
Architecture Explorations
Utilising native patterns: Account Flow
Handoff ready designs
Before & after
