Steve Madden's Mobile App

Steve Madden is a trend driven fashion brand with a strong culture of self expression. Their mobile app needed to reflect that. The previous version felt dated and fragmented, with limited ways to discover products, connect with brand stories, or engage with content in a meaningful way. I redesigned the app with a focus on clarity, hierarchy, and consistency. The goal was to create a smoother product discovery flow while elevating the visual experience to match the brand’s energy. The result is a mobile app that feels modern, expressive, and easier to navigate. — Customer Problem Users had trouble finding products quickly. Content and navigation felt disconnected. The app did not support how modern shoppers browse and engage with fashion brands. — Business Problem The mobile experience was not supporting conversion. Product discovery required too many steps. The brand needed a stronger connection between inspiration and shopping moments. — Goal Create a mobile experience that supports fast browsing, encourages content engagement, and helps users move smoothly from inspiration to purchase. — Understand The original app relied heavily on static pages and traditional navigation patterns. User research revealed several key themes: • Browsing felt slow and repetitive • Content was competing with the product grid • Visual hierarchy lacked consistency • UGC was underused as a driver of conversion We mapped the user journey and identified moments where users dropped off or struggled to complete an action. — Define The redesigned experience focused on three main areas: 1. Strengthen the connection between content and product 2. Reduce cognitive load across the app 3. Bring clarity to navigation and UI elements This required a more modular system that worked across home, product detail pages, and social and community areas of the app. — Create & Iterate I explored flows and layouts that supported quick scanning and visual storytelling. Key design decisions included: • Breaking down content blocks into reusable components • Creating a more balanced relationship between imagery and interface patterns • Making interactive elements clearer and more predictable • Strengthening typography and spacing for better readability We tested different entry points into product discovery to identify where users felt the most natural engagement. — Results The final app introduced a cleaner, more cohesive experience that reflected the brand’s personality without overwhelming the user. The browsing journey became more intuitive. Content and product discovery worked together instead of competing. The visual aesthetic aligned with what users expect from modern fashion apps. The updated system created a foundation for future features and marketing campaigns, giving the product team more flexibility and reducing design debt moving forward.