A visual redesign of the Victoria’s Secret PLP to create a modern, clean, and fashion-forward browsing experience. Drove cross-functional collaboration and fun team dynamics in App Reimagination project. Secured leadership buy-in for key proposed features matching strategic vision.
Platform: Native App
Deliverables
Visual design and UI concepting
Tools
Figma
Team
Designathon Project,
Solo Performer
Time Line
2 Days
Hey there!
So, I recently jumped into a UX Design hackathon where the challenge was to revamp the Product Listing Page (PLP) for the Victoria’s Secret app. Now, if you’re like me 😅, you know how cluttered and uninspiring some fashion PLPs can be. So I thought why not give it a sleek, modern makeover that feels as premium as the brand itself? I went all in on visual aesthetics, clean layouts, and a browsing experience that actually feels good. Curious to see the glow-up?
Problem Statement:
The existing Product Listing Page (PLP) on the Victoria’s Secret app felt visually outdated and lacked a clear information hierarchy, making it difficult for users to browse effortlessly or engage with product details at a glance. The layout didn’t reflect the brand’s premium positioning or evolving fashion app standards, resulting in lower visual appeal, reduced scannability, and a fragmented shopping experience. There was a need to modernize the interface to meet current user expectations and improve product discoverability through a clean, intuitive, and aesthetically cohesive design.
Objective:
Elevate visual aesthetics aligned with fashion industry trends
Enhance product discoverability through better hierarchy and layout
Improve engagement and browsing ease on mobile devices
Problem Analysis
Key Issues Identified
Overloaded product cards competing for attention
Minimal visual rhythm leading to monotonous scrolling
SEO-driven content occupying valuable mobile space
Lack of interaction cues to encourage exploration
Simplified Product Card Hierarchy
Prioritized imagery, price, and rating
Reduced secondary badges and competing signals
Increased whitespace to improve scannability
Visual Rhythm to Break Scroll Fatigue
Introduced occasional full-bleed cards
Created intentional pauses in the browsing flow
Encouraged exploration without adding friction
Gesture Cues for Image Exploration
Subtle swipe indicators educate users without instruction
Enables deeper product exploration without leaving PLP
Preserves browsing momentum
Gesture Cues for Image Exploration
Subtle swipe indicators educate users without instruction
Enables deeper product exploration without leaving PLP
Preserves browsing momentum
This exploration showed how small, intentional visual and interaction decisions can significantly improve browsing quality without changing underlying functionality. By simplifying hierarchy, introducing visual rhythm, and guiding interaction subtly, the PLP becomes more engaging, premium, and intuitive.
The exercise reinforced the value of rapid design experimentation as a way to challenge existing patterns and elevate core product surfaces.
