ASOS – Creating an Interactive Online Look Book
UX/UI and front-end work for ASOS, helping create an engaging digital fashion experience for one of the UK’s best-known online retailers.
Introduction
ASOS established itself as one of the UK’s leading online fashion retailers by combining e-commerce with engaging digital experiences aimed at a young, fashion-conscious audience. The Look Book project was an opportunity to work within that fast-moving online retail environment, helping create an interactive experience that presented fashion and products in a more visual and engaging way.
Creating a More Engaging Shopping Experience
The ASOS Look Book project explored how fashion could be presented online in a more engaging way than a conventional catalogue of products. Rather than simply displaying individual items, the experience used strong imagery and interactive elements to help customers discover products within a fashion-led environment.
For a major online retailer such as ASOS, this type of experience needed to combine visual impact with the practical requirements of e-commerce. The interface still had to be intuitive, responsive to user interaction and provide a clear route from discovering a product to shopping for it.
Combining UX/UI and Front-End Development
My work on the project brought together UX/UI thinking and front-end development, translating the creative concept into an interactive digital experience.
This combination of design and technical implementation has been a recurring theme throughout my career. Understanding how an interface will actually be built can help ensure that creative ideas remain usable and practical, while still delivering the visual experience the project is intended to achieve.
Working with a Leading Online Retailer
ASOS was already establishing a strong reputation for the way it used digital technology and content to sell fashion online. Working within that environment provided valuable experience of the demands of large-scale e-commerce, where design decisions have to balance brand, usability, technology and commercial objectives.
The project also forms part of a wider period of experience working with major consumer brands and online retailers, helping shape the practical approach to UX, digital design and delivery that I continue to apply today.
Read the Full Project Story
This article provides a short introduction to my work on the ASOS Look Book project. For more information about the project, my role and the wider professional context, read the full ASOS project page on Mike-Speight.co.uk.