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Building a fashion shopping experience that truly knows its customers
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Introduction
A fresh user experience for an established user base
A sustainable future depends on homes that can not only produce but store their own energy. By storing solar, homes can power themselves through the night, eliminate gas appliances and even feed back to the grid at times of peak demand.
Lunar Energy was founded in 2020 to help move the world towards all-electric homes.
Daylight has been Lunar’s design partner from the beginning.
GS Shop has long established itself as one of Korea’s most popular TV home-shopping platforms. But with the increasing trend of customers shifting from a traditional TV home-shopping to a mobile-first shopping behavior, they turned to Daylight to help reimagine one of their most important sales categories: the GS Shop fashion section.
The project began with an in-depth research phase, including interviews with target users and hands-on testing of rapid iterative prototypes. All insights from this process informed the definition of key features and guided the design of the new Fashion homepage. Through multiple iterations, the app’s fashion shopping experience was continuously refined to enhance its visual appeal, streamline interactions, and deliver greater value to users. The result was the Fashion Mall, launched as a new flagship segment within the GS Shop app.
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Research
A differentiated shopping experience within the safety net of familiarity
Redesigning the fashion shopping experience of a major shopping platform with a large base of already established user base comes with unique challenges. Most existing customers already have well-established shopping patterns, returning to familiar styles, preferred product types, and habitual ways of navigating the app. At the same time, they are generally eager to stay on top of current trends and get informed about ways to further elevate their personal style.In the pursuit to balance these two factors, we established a clear goal: create a differentiated shopping experience encourages targeted exploration while still staying within the “safety net” of each users’ individual preferences.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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UX & Interaction
Making product exploration personalized and engaging
As part of our process, we developed a wide range of concepts covering new features, functionalities, and interaction patterns. Each concept was tested with target users to identify what resonated and what didn’t, which then again provided the foundation for the visual, functional, and interactive structure of our final design.
The outcome was a user-driven redesign of the GS Shop Fashion Mall that balanced rich product exploration with deeply personalized content.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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Information Architecture
Making a complex shopping platform delightfully easy to explore
A common challenge for large shopping platforms with a wide variety of products from various category is that both findability and exploration often suffer. Thus, our solution was to restructure the app from a broad horizontal layout into a more verticalized shopping experience.
Drawing inspiration from Korea’s physical shopping malls, where products are usually neatly organized by category across different floors, we translated this metaphor into the digital realm: A new information architecture for the GS Shop app placed the Fashion Mall as a central pillar of the app, easily accessible both from higher-level and lower-level entry points. This improved the overall explorability of the app while keeping the structure intuitive and easy to navigate.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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Impact
A result that was immediately implemented
The success of the project was clear in its rapid implementation, taking less than two months from design delivery to the launch of the GS Shop Fashion Mall. As the latest milestone in a long-standing partnership between GS Shop and Daylight, the redesign not only delivered immediate impact but also set the stage for the next evolution of the app, with plans to extend the concept to additional specialized product malls across other categories.
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Related projects
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