With an increasingly fashion conscious user and an internal pressure to attract more premium brands to the platform, Zalando briefed a complete redesign of the Premium experience.
The first, most obvious challenge was that Premium lives within the Zalando Universe — so in terms of branding, there wasn't much flexibility. With a small lean team, our approach was to completely re-imagine the entire user journey with the specific needs of a Premium shopper in mind.
Upon landing on the Premium section, it should feel different and immersive. Full screen highlights showcase new collaborations and collections. Curated selections are based on the season and location of the user. Elegant transitions, interactions and animations help to enhance the overall premium experience. Moods, campaigns and SKU's are shot, lit and edited with a different approach. Additionally, a more bespoke typeface was chosen to replace Helvetica exclusively for Premium.
UI / UX Design
Marco Di Stefano
2016 / 2017