LVMH-Backed Members-Only Shopping App
With the ambition of revolutionising the luxury fashion industry and solving excess inventory and overstock challenges whilst maintaining brand exclusivity. Invested by LVMH Luxury Ventures, the Hermès family, Stefano Rosso, Burberry CIO Giorgio Bellini, MSCHF Co-Founder Dan Greenberg & Jing Daily Founder Larry Warsh, among others. After 12 months and 100+ luxury brands partnered, the MILE app was launched and is available on the Apple App Store, in the UK, EU, US and CA. It is important to note this project was completed by our Founder, Caspian Reynolds, during his time at HEAT and was not completed by Bycasp.
With MILE being a members-only app featuring tiered subscriptions, we faced multiple challenges in balancing exclusivity, transparency, and user experience. Streamlining user journeys while creating an engaging onboarding experience that reflected the brand identity and instilled trust was critical. We had to ensure users felt comfortable providing personal information during onboarding. Dynamically curating e-commerce screens based on user engagement and tailoring the app experience based on onboarding responses added complexity. Showcasing the app’s purpose, highlighting core information like original RRP prices and our discounted prices, and appealing to Gen-Z demographics across a range of price points and product categories, from streetwear to high-end luxury, were essential aspects that required innovative solutions.
To address these challenges, we implemented a strategic and user-centric approach. We designed an engaging and intuitive onboarding process that seamlessly reflected the brand identity and built user trust. Personal information collection was handled with clear communication and transparency. We developed dynamic e-commerce screens tailored to user engagement and onboarding responses, ensuring a personalised experience. Highlighting key information, such as original RRP prices and our discounted prices, was achieved through clear, attractive UI elements. Finally, we crafted a versatile design appealing to Gen-Z demographics, balancing streetwear and high-end luxury to cater to diverse preferences and price ranges.
In conclusion, the MILE app effectively addresses industry challenges by offering a platform that enables users to access a curated, seasonless collection of luxury products at unbeatable prices. Through an intuitive and effective onboarding process that reflects the brand identity and builds user trust, we were able to personalise and dynamically populate app content based on user interactions and engagement throughout the platform. We are extremely proud of the MILE app release, especially for its positive impact on the industry by encouraging and facilitating circular fashion and increasing sustainability.
