HBX | Globally Curated Fashion

What it does

HBX is a mobile e-commerce app for a global fashion retailer. It provides a curated shopping experience, offering clothing, shoes, and accessories from a mix of luxury, streetwear, and contemporary brands. The app allows users to browse new arrivals, discover collections, search for specific items, and manage purchases and wishlists.

Where it shines

HBX shines in its robust product discovery and organization features. The home screen (01:28) effectively blends editorial content with product carousels, catering to both browsers and determined shoppers. The search functionality is particularly strong. For example, the user performs a search for "Nike" and then proceeds to layer multiple filters for category, brand, size, color, and even price (08:13 - 09:00), demonstrating a powerful and precise filtering system. Furthermore, the ability to create multiple, named wishlists (03:00) elevates the app from a simple store to a personal curation tool.

UX highlights

Nested Carousels: The app uses a consistent horizontal carousel pattern for discovery. Swiping through a featured collection (01:32) and tapping it leads to another product carousel (01:59), creating a fluid browsing experience.
Advanced Wishlist Management: Instead of a single 'favorites' list, users can create multiple, named wishlists (e.g., 'Shirt,' 'Bags'). This allows for sophisticated organization of desired items.
Multi-Filter System: The filtering options are comprehensive and easy to apply, allowing users to quickly narrow down vast search results to find exactly what they're looking for (08:13).
Non-Intrusive 'Item Added' Confirmation: When an item is added to the bag, a clean, minimal toast notification appears at the top of the screen without interrupting the user's flow (02:19).
Barcode Scanner: The app includes a barcode scanner function (07:44), suggesting a feature designed for in-person retail experiences or cross-referencing products found elsewhere.
Clear Product Details: The product pages are well-structured, with expandable sections for description, sizing, and return policy, providing all necessary information without cluttering the initial view (02:29).

Monetization & growth

The app's primary monetization is direct-to-consumer sales, and no subscription paywalls are visible in this recording. The growth strategy seems centered around the HBX Pro loyalty program, which is introduced prominently during onboarding (00:13). This program encourages account creation by offering benefits like points on purchases and exclusive access, aiming to turn casual shoppers into repeat customers.

Who it’s for

HBX is for fashion-conscious consumers who are interested in a curated selection of contemporary and streetwear brands. It caters to users who appreciate both discovery-led browsing (through editorial features) and specific, goal-oriented shopping (through powerful search and filtering). The advanced wishlist feature also suggests it's for users who plan their purchases and curate their style over time.

Notes & opportunities

The app experience is generally smooth, but the onboarding flow redirects to an in-app web browser for account creation (00:18). This creates a slight disconnect from the native app experience and could be a point of friction for some users. While the filtering is powerful, the sheer number of options could be overwhelming. Grouping filters or using a more dynamic interface might improve usability. Finally, after adding an item to the cart, the app stays on the product page; testing a prompt or mini-cart overlay could potentially increase conversion rates.