Asos is a UK-based brand that has found success as a globally-recognized retailer. Their eclectic assortment of clothing and accessories for men and women have earned them a dedicated following of young fashionable consumers.
The Asos mobile app reflects the cool, edgy nature of the brand, with contemporary photography and a blocky layout. Navigation of main product categories is done by toggling between Women and Men, and then selecting from a boxed menu of popular category choices. Asos offers a huge variety of products, so sorting and filtering is paramount to user success with and enjoyment of the app. The app offers the option to sort by recommended products, price, and newest additions. Users can also filter results based on a good variety of factors, including product type, style, color, price, brand, and size.
The homescreen offers many additional navigational pathways by organizing products into popular themes like workwear, back to school, and beach-appropriate selections. Once the user begins browsing, recently viewed products appear at the bottom of the homescreen.
The app has an airy, lightweight feel to it, created by an emphasis on whitespace and an absence of color outside of product photography. Typography is very lightweight and done in black and grey. Product pages draw attention to product photography, which stretches across the app to the margins of the screen. Overall, the app has a minimalist appeal that doesn’t distract from the most crucial component of the shopping experience -- the ability to find products and see them in detail.
ASOS is a cool app design in the e-commerce & retail industry.