Project Description
Client
Date
Role
STRATEGY, IDEATION & WIREFRAMING /
For the AW23 Show, the goal was to translate this energy into a fast-moving, digital-first experience across multiple touchpoints — while contending with a key constraint: unpredictable asset delivery timelines and resolutions.
I designed the interactive pop-up modal for each runway look — a key part of the post-show experience. Content was delivered in staggered batches over three days, so the modal had to function and look polished whether it contained one image or four. I started with mobile-first wireframes and prototypes, designing for flexible content states while maintaining a consistent, high-impact visual experience.
CONSTRAINTS & APPROACH /
With limited visibility into when and in what format assets would arrive post-show, we needed to create a design system that could adapt in real time — all while ensuring we launched at speed to capture peak traffic during and immediately after the event.
We began by analysing previous runway data to identify user flows and conversion opportunities, which helped shape content strategy across each campaign phase. We created a modular Figma component system that allowed us to quickly build and update pages as assets arrived.
