Me

EGO

Digital glow-up

Influencer-favourite fashion brand EGO, known for its footwear, recently expanded into women’s clothing, prompting the need for a Digital Transformation. While their Website and App were functional, they lacked a cohesive visual identity and streamlined user experience. We were approached to redesign EGO’s website from homepage to checkout, implement a Design System that aligns with their new branding, and enhance the App’s user experience, with a specific focus on the App Landing Page.

 

 
Smartphone displaying EGO fashion app homepage featuring a model in a crochet outfit. The background shows a stone wall, and the model is wearing a white crochet crop top and skirt set. Overlaid is a button labelled 'Shop the Campaign.' The app's navigation bar at the bottom shows icons for 'Home,' 'Shop,' 'Bag,' 'Wishlist,' and 'My EGO.' A promo banner at the bottom offers 'Use Code EGO30 For 30% Off Everything + Up To 70% Off Sale.
EGO App Landing Page
An EGO model with wet, blonde hair wearing sunglasses and a white, lacy, two-piece outfit stands confidently in front of a rocky background. They are accessorised with a chunky bracelet and a necklace, with one hand resting on their hip.
EGO Campaign

Approach

We analysed a broad range of competitors, from fast fashion to luxury brands, to identify key UX improvements. In collaboration with EGO’s team, we conducted UX workshops and User Journey Mapping to pinpoint pain points and opportunities for enhancement. We created Content Maps to outline the structure and features of key pages. Additionally, key variations for specific pages were developed, such as Standard Product versus Co-Ord Product Pages. These efforts helped summarise the content for each page and identify repeated or similar modules for consistency.

A digital board titled "References" displays six sections for brands: PLT, Asos, Paul Smith, Levi's, Gucci, and Skinnydip. Each section contains web page screenshots, sticky notes, and text annotations for UX research and detailed competitor analysis.
Competitor References
A content map titled "PDP Content Map" is divided into three columns: "Standard," "Co-ord," and "No Size Variant". Each column contains several rectangular boxes with headers and detailed text inside. Content Maps were created to outline the structure and features of key pages as part of the EGO Digital transformation.
Mapping the Content

Modular Design

EGO transitioned to Amplience, enabling centralised content management, presenting the perfect opportunity to create reusable modules that could be applied across multiple pages, including a dynamic “Style If For” Outfit Builder, and weekly campaign drops. This approach ensured a unified look while saving development time and reducing costs. We created a Design System deck showcasing these reusable modules in both wireframe and live settings, allowing EGO to visualise their content and easily build custom pages without the need for developers.
Overview of EGO Design System modules showcasing reusable modules for homepage design, including elements like banners, product categories, and social media integrations, with visual examples of small and large homepage wireframes.
Mapping the Modules
Dynamic outfit builder showcasing three styled looks for various occasions: a model in a grey long-sleeve top and leggings, a second model in a striped crop top and denim mini skirt, and a third model wearing a black blazer. The image includes product options for casual, evening, party, and winter styles, featuring high waist distressed skirts in washed grey denim.
Dynamic Outfit Builder

Redesigning the app

As part of EGO’s digital transformation, we updated the App’s design, assets, and modules to ensure consistency across all digital touchpoints. While much of the user journey was replicated from Web to App, we focused on making the App Landing Page more dynamic and App-centric, featuring an immersive launch experience with full-height images and videos and a story section to highlight new collections, trends, and editorial content. We also refined the App’s launch experience by incorporating seamless consent screens for tracking and notifications, ensuring a smooth user journey from the moment the App is opened.

A collage of app landing pages featuring various layouts, including full-height images and videos, a "stories" section, a search bar with a white background, and Instagram content integration, showcasing promotional offers and products.
App References
Consent screen layout for the EGO App, featuring sections for the Intro Screen, Country Selector, Cookies, Welcome Screen, Tracking, and Notifications. Each section includes visual elements and prompts for user consent regarding tracking and cookie usage to enhance user experience and engagement.
App Consent Screen Mapping

Similar Projects

“

A great addition to any design team looking for in depth digital expertise
Crafted excellent design work across content maps, wireframes and UI
Easy to work with, very skilled and think outside the box
Understand UX to an impressive level
The support to our team was key to meet the project's very tight deadlines
Generated exactly the look we hoped to achieve
Knowledgeable of lighting and able to capture a beautifully arranged image
I highly recommend after using them for a range of campaigns

”

Join Us Down The Rabbit Hole

A rectangular red envelope with a black circular stamp in the top right corner. The stamp contains the ROTH symbol in white. Below the stamp are three horizontal white lines and one shorter line representing text.

Email

studio@helloroth.com

An illustration of a red, vintage rotary telephone with a black cord. The phone's handset is emitting four black, wavy lines, suggesting ringing. There is a beige irregular-shaped cut-out in the middle featuring the ROTH symbol in black.

Phone

+44 (0) 7966715 255

An illustration of a location 'pin' featuring a red circle with the ROTH symbol in white inside, positioned at the top of a black pin shape on a light beige background.

Location

Edinburgh, Scotland, UK

Copyright © 2023 ROTH

A rectangular red envelope with a black circular stamp in the top right corner. The stamp contains the ROTH symbol in white. Below the stamp are three horizontal white lines and one shorter line representing text.
Email

studio@helloroth.com

An illustration of a red, vintage rotary telephone with a black cord. The phone's handset is emitting four black, wavy lines, suggesting ringing. There is a beige irregular-shaped cut-out in the middle featuring the ROTH symbol in black.
Phone

+44 (0) 7966715 255

An illustration of a location 'pin' featuring a red circle with the ROTH symbol in white inside, positioned at the top of a black pin shape on a light beige background.
Location

Edinburgh, Scotland, UK