Personalization

Away sold luggage and travel goods as fixed products with no way to make them your own. Personalization — monogramming, engraving, custom colors — was a known purchase driver for the category, but the capability didn't exist.

I was brought in as the sole designer to build it from scratch: define the experience model, design the entry point on the PDP, and ship a dedicated configurator that could handle multiple customization types without overwhelming customers.

Mobile also became an opportunity to push the brand expression further. I focused on crafting transitions and micro-animations that made each customization choice feel considered — color selections that bled in with purpose, monogram characters that settled into place rather than just appearing.

Away's visual identity has a lot of restrained confidence to it, and the motion language was a way to carry that through into an interactive context. The mobile experience carried the same interaction model but adapted the layout for a single-column, thumb-friendly context.