B2C · Retail · Visual Identity · Mobile UX
Lotte On BX/UI Redesign
Lotte is one of Korea’s leading retail groups, with a strong presence across offline shopping channels. Lotte ON was introduced as a complementary online commerce platform, connecting Lotte’s diverse products and services. As the center of shopping experiences shifted from offline to online, the brand needed to redefine its identity for a new digital era.
We repositioned Lotte ON around personalized shopping, built a flexible brand identity, and redesigned the app around category-specific shopping experiences.
Brand Strategy
Research & Discovery
To understand Lotte ON’s brand perception, we analyzed findings from a brand perception study involving 884 participants, alongside the existing identity system, digital touchpoints, and competitive landscape. The research examined gaps between customer perceptions and the intended brand positioning, and whether the existing identity strengthened Lotte ON’s market position.
Strong Trust, but Untapped Brand Equity
The perception study revealed that “trustworthy” and “familiar” were Lotte ON’s strongest brand associations, cited by approximately 70% and 60% of respondents, respectively.
These findings confirmed that Lotte ON had built valuable emotional equity through strong brand recognition. However, its existing brand identity lacked a clear brand story to translate these strengths into a meaningful brand experience, leaving much of its brand equity untapped.
A Gap Between Brand Evolution and Customer Perception
As Lotte ON evolved from a department store-centered shopping experience into a digital commerce platform, the brand sought to move beyond its traditional perception.
Yet 40% of respondents still primarily associated Lotte ON with Lotte Department Store, highlighting a clear gap between the brand’s intended evolution and how customers continued to perceive it.
The existing brand identity had been developed largely for offline environments and was therefore not fully equipped to express Lotte ON’s new digital experience and strategic ambition.
BRAND EXPRESSION
BX Expression
Evolving Brand Equity for the Digital Experience
Rather than replacing Lotte ON’s existing brand equity, we saw an opportunity to build on this foundation and evolve its meaning for the digital commerce era.
We retained Lotte’s recognizable “O” and combined it with category-specific shapes to create a flexible identity that represents personalized shopping.
A Logo That Evolves with Users
As Lotte ON became increasingly digital-first, we placed greater emphasis on visual balance and legibility, adjusting the visual weight between “LOTTE” and “ON.”
The “O” symbol became the core of the new identity, with its dynamic form representing a platform that adapts to each user’s shopping experience.
Typography & Color System
We selected a geometric typeface that aligns with the “O” symbol, creating a consistent visual language across the brand identity.
A distinctive color system was developed for each vertical, allowing different shopping categories to express their unique characteristics while maintaining a cohesive brand foundation.
A Digital-First Brand Experience
A motion-led identity creates a clear and recognizable brand presence across even the smallest digital touchpoints, making Lotte ON more distinctive and engaging in the digital environment.
Digital STRATEGY
Digital Experience Direction
To define the design direction, we conducted user research to understand existing workflows and pain points, along with competitive analysis to identify patterns and opportunities across similar commerce platforms.
Through this process, we identified key friction points that limited Lotte ON’s ability to deliver a personalized shopping experience. These findings shaped the design direction and helped align priorities across product, design, and engineering teams before moving into execution.
Complex Product Discovery Experience
The Home screen contained competing elements and unclear priorities, creating unnecessary cognitive load during product exploration. Users struggled to know where to start and which content was most relevant to them.
A One-Size-Fits-All Shopping Experience
Users showed different shopping behaviors across major categories such as Fashion, Beauty, and Kids, but Lotte ON provided the same Home experience regardless of users’ primary interests.
*In a 2024 survey of 884 customers, 57% reported purchasing beauty products, 46% fashion, and 22% kids’ products. We prioritized these three categories in the redesign.
Inefficient Benefit Discovery
Lotte Town benefits were presented in a linear list, requiring users to manually find relevant offers rather than surfacing benefits based on their shopping patterns.
EXPERIENCE DESIGN
Home Redesign
Optimizing Category-Based Experiences
Previously, users with different shopping interests were provided with the same Home experience, limiting the ability to deliver relevant shopping journeys. We redesigned the Home structure and components around vertical-based navigation, enabling users to access shopping experiences tailored to each category.
Clarifying Quick Menu Structure
Previously, promotional content and quick menu items were mixed together, making it difficult for users to understand what each was for. We placed promotions above the quick menu and grouped regular navigation items below, making the two functions easier to distinguish.
Simplifying the Home Experience
The Home screen contained numerous elements, including floating buttons, tabs, and promotional content, increasing cognitive load during exploration. We reorganized the information hierarchy and simplified interactions to create a more focused browsing experience.
Category-Specific Components
We designed dedicated components for each category, adapting the information and visuals to how users shop for those products. This helps users discover relevant products and content within each category.
EXPERIENCE DESIGN
L.TOWN Redesign
Improving Benefit Discoverability
Previously, benefit information was presented as a simple list, requiring users to manually find relevant offers. We restructured the benefit experience with personalized recommendations and navigation based on users’ consumption patterns.
Providing Quick Access to Key Functions
Frequently used features such as point history and barcode were difficult to access quickly. We added floating shortcuts to point history and the barcode, removing the need to leave L.TOWN and navigate through My Page.
