​One of the top fashion retailers globally, Forever 21 enlisted me through BORN agency to elevate their UX/UI across their website and app. Known for its vibrant Los Angeles aesthetic that defined the 2000s mall scene, they faced challenges in the e-commerce space, with online sales trailing behind competitors. The existing design was fragmented, with inconsistent color schemes, type heirarchy, and spacing.

​

My task was to elevate and modernize the app while establishing scalable design patterns and comprehensive documentation. I drew inspiration from a refreshed photography style introduced on their social channels that embraced a more mature, global aesthetic, reflecting more the youthful energy of European fast fashion. 

​

The updated design aimed to make the app feel like a tangible, physical object, resonating with the retail experience of touching and sorting through garments.

 

Moving away from harsh pure blacks to softer, nuanced grays improved readability and visual comfort. Button interactions were reimagined to mimic real-world sensations, such as darkening when pressed to simulate a physical surface. By consolidating the color palette and refining UI elements through extensive Figma prototypes, viewed in different contexts and lightings, I created a cohesive and refined digital experience that mirrors Forever 21’s iconic in-store presence while appealing to a larger audience.