Vogue
2023
ROLE Head Product Designer
PRODUCT DESIGNER Esha Patel
PRODUCT DESIGN DIRECTOR Miyon Im
FASHION & COMMERCE DIRECTOR Lisa Aiken
EDITOR-IN-CHIEF Anna Wintour
Overview
Vogue, synonymous with fashion, has long inspired individuals to develop their personal style. Our journey began with reimagining the shopping experience, aiming to take customers from inspiration to purchase seamlessly. Curation was our focus, crafting shoppable experiences to make Vogue the ultimate destination, with editors guiding product selections.
VOGUE
VOGUE
Path to success
Our goal was to boost discovery and promote shopping by enhancing the browsing experience. We carefully charted the user journey's golden path to achieve this success.
Homepage → Mega Menu → Shopping Page → Curated Collections → Category Collections → Product Detail Page
Wayfinding
By employing a mega menu structure, we crafted and organized pages according to Vogue's editorial curation and product taxonomy. This was done to minimize the number of clicks required for users to reach their intended destination.
Mega menu designs for shopping
Spark desire
The landing page for shopping got a complete overhaul. In its previous form, it simply listed articles, which didn't showcase the myriad of ways our users could explore and find inspiration to shop. The updated designs prominently feature curated collections and new arrivals, offering a more engaging experience.
Shopping landing page driving product discovery
VOGUE
VOGUE
Influence the influencer
When designing curated collections, we merged the best aspects of e-commerce with editorial, leveraging the trusted voices of the brand to create a unique shopping page. This approach utilizes editorial inspiration and distinctive imagery to drive product sales.
Curated collections of Vogue editors & their product picks
Refine the assortment
Research informed us that users often start their shopping journey with a specific product category in mind. We introduced category listing pages with the ability to sort & filter to more easily discover and reach a Vogue recommended product.
Dresses listing page with sort & filter
Results
Since the introduction of shoppable collection pages, Vogue has experienced a remarkable YoY commerce revenue increase of over 100%, marked by significant boosts in clicks, conversions, and average order value. With growing digital revenue and heightened user engagement, Vogue is well-positioned to maintain its status as the ultimate fashion destination.
