Net-A-Porter

The Problem – Future-proofing the worlds first shoppable magazine
Net-A-Porter has always been at the forefront of shoppable content, however, they needed to drive this vision forward amongst a market of becoming saturated with similar offerings. They had strong capabilities in their editorial offer of The Edit and Porter magazine and whilst readers of this content were some of Net-A-Porter’s most valuable customers – there was potential to increase conversion by optimising access to this inspirational content for a wider customer base.

— Role: UX Director 
— Project type: Vision 
— Project duration: 8 weeks
— Code and Theory

The Solution

The Solution

A contextual and personalised experience to become a girl's best friend with fully integrated content and commerce. We created a solution framework which allowed users to experience content at the point most appropriate, whether they were looking for fashion advice on how to wear the latest trends on your body type or shopping for a simple black dress. Net-A-Porter’s editorial content has a unique role in guiding women in their style decisions.

A contextual and personalised experience to become a girl's best friend with fully integrated content and commerce. We created a solution framework which allowed users to experience content at the point most appropriate, whether they were looking for fashion advice on how to wear the latest trends on your body type or shopping for a simple black dress. Net-A-Porter’s editorial content has a unique role in guiding women in their style decisions.

Example design

The Process

ideation

For a period of 8 weeks, we worked closely within the Net-A-Porter world to derive a future-thinking content-meets-commerce experience. Collaborating closely through a series of workshops and interviews, our strategy leveraged customer data to create a seamless experience across each touchpoint and channel. 

Editorial model

Behavioural Fashion Modes

We developed two modes of fashion shopping – Fashion focused & Stylish Pragmatist.* These allowed us to devise the new offering based on shopping habits and customer intent – leveraging the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. 

*sources: customer survey data, analytics & interviews with the personal shoppers.

Content strategy

Our editorial strategy – which focused on occasion and personal style based articles as being both high value to the user and area which other publishers had not capitalised on. We combined this with the publishing model to allow Net-A-Porter to become the go-to for fashion editorial and e-commerce.

Publishing model

We combined the shopping patterns of the younger audience with social media browsing habits to create a publishing and distribution plan which allowed Net-A-Porter to target their customers with the right type, length and format of content across the day, week and year.

User journeys

Mobile journey
desktop journey

"Hollie led the delivery of some exceptional UX work for a large strategy project I commissioned for NET-A-PORTER. She is as good a UX as they come, and to top it off she is a brilliant presenter and communicator. Sincerely hope we can work together again"

— Lucas Yelland

"Hollie led the delivery of some exceptional UX work for a large strategy project I commissioned for NET-A-PORTER. She is as good a UX as they come, and to top it off she is a brilliant presenter and communicator. Sincerely hope we can work together again"

— Lucas Yelland

Other work

Fjord trendsProject type

RegusUX

The TimesEditorial redesign

NBCUX

Wired liveExhibition workshops


If you’re interested in working together or just want to say hi, please don't hesitate to get in touch. 

hlubbock@gmail.com
+44 (0) 7789937300
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