ASOS
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, including stylist personality archetypes, one modeled on Law Roach.
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.
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.
"Asos Names Law Roach 'Stylist in Residence'", Business of Fashion, Sept 2026.
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
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