With the majority of it's GenZ audience shopping via mobile, Superdry wanted to reimagine the mobile shopping experience for them, moving beyond a generic desktop-led legacy design and to explore emerging conventions such as thumb-only usability and tap/swipe interactions, inspired by social media behaviours.
Superdry has been nominated for 2023 BIMA Award!
Science meets style
To find out what users thought we partnered with Studio Blup, who engaged BLUP:GEN, their audience panel made up of a diverse range of over 300 GenZ users, to hear from them about their needs from an e-commerce experience. Armed with qualitative, quantitative and technical insights, we provided Superdry with a new design that was better aligned to their needs of their audience, made better use of phone functions and improved the usability of the site.
"There's a reason why Superdry partnered with LAB. They understand the complex challenges facing brands right now and have the broad, in-house talent to help a client face those challenges head-on and thrive. A no-brainer of an investment."