ASOS

Reimagining one of the UK's largest fashion platforms as a discovery-first experience.

Engaged directly by the CPO to lead the digital product vision and conceptual design for ASOS's brand revitalization — across three client-invited engagements over 14 months.

Full case study walk-through available upon request.

The challenge
ASOS's breadth is a genuine strength, but at that scale endless choice can make discovery feel overwhelming. The brief was to shift the app from a catalog to browse toward a place to discover — one that feels inspirational, personal, and unmistakably ASOS.

Discovery & strategy
I ran an extensive ecosystem audit and researched the target market's behavioral loops alongside cross-industry competitive landscapes. That surfaced the high-value opportunities — around visual inspiration and community engagement — that anchored a set of conceptual directions for the future of ASOS e-commerce.

From concept to prototype
I translated those directions into bold, high-fidelity prototypes that reimagined the app as an inspirational "Discovery" hub, then worked with the internal team to put them in front of users — using the results to sharpen the vision.

A separate AI track
In a distinct workstream, I concepted an AI tool and contextual interactions exploring how conversational, guided discovery could help customers navigate choice — user-tested by ASOS's internal team.

Aligning the leadership
I was invited to ASOS's London headquarters to present and facilitate two intensive workshops with the CEO and Management Committee, aligning the group on a unified MVP vision.

In Their Words
"Claudia is a great mix of visionary and maker. She played a pivotal role in shaping the ASOS app experience — translating the brand and business vision into an actionable creative strategy, then bringing it to life through bold, generative design concepting and rapid prototyping. She operates with a builder's mindset: highly resourceful, moves with pace, and consistently turns ideas into tangible artifacts."

Seth Daggett, Director of Product Design, ASOS

Since then
ASOS has publicly made curation and guidance — not more choice — the center of its strategy, anchored by an AI Stylist now live in its app and in ChatGPT. The direction echoes the discovery-first thinking explored in this work.

Further reading: "ASOS: online fashion's next battleground is guidance, not choice" — Retail Gazette, Sept 2026.

Drawing on the vibrancy of ASOS's print-magazine heritage to reimagine how the home experience looks, feels, and behaves.

AI Stylist concepting

AI Stylist concepting

AI Stylist concepting

AI Stylist concepting

From the archive