LOUNGE BY ZALANDO · ASO · 2024–2026

I led Lounge by Zalando's App Store creative end-to-end, bridging design and performance data, owning the testing roadmap and competitor research, and coordinating ASO, Copy, and Product Design through each iteration from brief to launch.


^{Role: Design & project lead across the full arc, hands-on design on the
screenshot revamp and brand application, and programme lead on
the 2026 storyline refresh.}

When I arrived, the App Store screenshots used a busy colour palette and background shapes, opened without the Lounge logo or a slogan, and pushed the app's own features past screenshot four, so the strongest selling points landed where few users ever reached.

Before — busy palette, features buried

After — leaner, USP-led, logo + slogan

I redesigned the App Store screenshot reel, benchmarked against competitors, then A/B tested across five markets on iOS and Android. I ran the competitor research and shaped the testing roadmap.



THE DECISIONS

• Reduced the palette to one colour and removed the background shapes
• Moved fashion imagery into the middle of the reel, among the features
• Surfaced app features before screenshot four, not after
• Added the missing Lounge logo and a lead slogan on screen one
• Split the four USPs across two screens; pulled "free returns" to the center
• Added the missing Google Play promo video

OUTCOME

Run as a "no-harm" A/B test across five markets on iOS and Android. Conversion came back marginally down but contained, so with all marketing channels moving to the new design, we rolled it out as the default across 19 countries. The test isolated which variables underperformed, which set the brief for the next iteration.

03 THE REBRAND, APPLIED TO STORE CREATIVE 2025 DESIGNED & LED


When Lounge rebranded, it introduced a new logo, palette, type, tone of voice, and graphic system. I revamped the full App Store creative to carry it consistently across markets. I designed the tone-of-voice guidelines that shaped the copy direction.

SCOPE

Rolled the rebranded creative out across 24 markets — up from the 19 the previous set covered — bringing the App Store presence fully in line with the new brand system on both platforms.

 

With conversion declining and Lounge blurring into Zalando's main app, I led the rebrand programme, coordinating ASO, Copy, and Product Design through a full storyline, copy, and UI/UX refresh that repositioned Lounge as the "playful, deal-driven, premium sister app." I owned the roadmap, ran the brainstorms, and held cross-team alignment from brief to launch.

THE STRATEGY

• New storyline — "not your average outlet" — running across the reel
• A rotating "magazine cover" hero on slot one to signal freshness
• Structured slots: hook, proof, trust, then feature deep-dives
• Copy refresh around the core USPs
• New UI/UX screens and a shift from static gallery to video-first
• Intent-based custom pages (sneakers, home, partner brands)

05 SUMMER CAMPAIGN APP IN MOTION 2026
CONCEPT, STORYBOARD & ART DIRECTION

A 20-second App Store video showing how the Lounge app works, with its USPs told in motion.
I ran the research, built the moodboard, storyboarded the full sequence frame by frame, and art-directed it through to delivery.

WHAT I DID

• Researched references and competitor motion
• Built the moodboard and storyboarded the full sequence, frame by frame
• Directed the script with the copy team — voice-over, overlays, sequence
• Broke down the key sections with detailed guidance for the animator
• Specced delivery: six sizes, Lounge + Privé, localised across 24 markets
• Kept it within Apple and Google store guidelines (generic device, real UI)


EARLY RESULTS

Early tests in select markets showed a +11% conversion rate
in the first 15 days.

CREDITS

Motion design (freelance) — Alexander Aleksidze

︎

• A three-year programme, led end-to-end across ASO, Copy, and Product Design

• Store presence scaled from 19 to 24 markets

• Summer campaign video: +11% conversion in early tests

• Bridged design and performance data across every iteration