On this page there’s 4 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 428 address book examples.)

The screenshot was taken on March 28, 2024 and depicts H&M’s Address Book. In total, we’ve reviewed 88 of H&M’s page designs. To see them all, visit the full H&M UX case study.