On this page there’s 5 highlights (view in Baymard Premium) outlining what H&M are doing right and wrong.
(Tip: use the arrows above or on your keyboard to navigate all 843 account selection examples.)

The screenshot was taken on January 30, 2020 and depicts H&M’s Account Selection. In total, we’ve reviewed 88 of H&M’s page designs. To see them all, visit the full H&M UX case study.