ASOS.COM Digital design for the online global fashion destination for 20 somethings.


ASOS is a British global online fashion retailer. The website and apps sell over 850 brands as well as its own range of clothing and accessories, and ships to over 200 countries.

Website and Mobile Design

I joined ASOS in 2010 as their first ever UI designer. Working initially as part of a small team that designed and built their first mobile experiences. Later, in a senior role, I worked as a lead in a team that designed and delivered two generations of IOS and Android apps, checkouts and website redesigns.

 ASOS iPad app v1.0
 ASOS iPad app v1.0
 Desktop and app design 2013

As ASOS became a global brand and fashion destination, new ways of engaging with it’s ever-growing audience of twenty-something’s were introduced.

These brought different design challenges as — no longer just an online retailer — ASOS would now integrate articles, youtube ‘how to’ videos and style guides into the homepage and throughout the site and apps. Working alongside the editorial teams, this was achieved by dividing the desktop and native mobile site into a shopping experience and daily news tab/section which housed everything from fashion culture and style advice to celebrity news.

 Daily news, video and social