Team includes
New Look
Year

2017

My Role
  • Senior UX Designer
Disciplines
  • Content Strategy
  • User Experience
  • Research

Storytelling to inspire fashion buying with one single narrative

New Look is a fast-fashion brand, with stores across the UK, Europe, China and Asia. The website newlook.com ships to 120 countries worldwide.

Since the very birth of fashion magazines, editorial content has been a powerful generator of consumer demand for fashion products. But the path between inspiration and transaction —  content and e-commerce — is still fragmented, with only a few fashion retailers doing it really well. New Look wanted to adopt a new business model to integrate e-commerce and content to offer consumers a more seamless path from inspiration to purchase.

The challenge was to turn New Look’s current editorial offering NL Daily into a storytelling experience by designing a component library to create modular templates to display both editorial content and fashion products to create a storytelling experience on New Look Daily.

The Process

What I did

1

Strategy

I was involved in stakeholder discussions with the Editorial and Marketing team to discuss content strategy, project vision and project scope, in order to plan the project road map.
2

Analytics review

Analysed gathered analytics from the Optimisation team.
3

Content Audit

I conducted a qualitative analysis of all the content on the website including the social media presences and any content New Look is responsible for.
4

Competitor Research

I conducted a competitor analysis of the current market.
5

Design & Prototyping

I storyboard user flows with sketches and then made wireframes
6

Design system

I created the pattern library of the components and templates to be worked on by the Visual Designer to create the UI.

Stakeholder workshops

Content Strategy

I audited all the templates and content on the website including the social media presences, as well as doing a component audit to assess how many components required.

Marketing and Brand Content teams had a clear vision for driving consumer engagement with immersive content that is integrated into the New Look site.  However, the implementation of the current platform did not support this strategy as the current license for the CMS was expiring. Using the adobe analytics to assess the product opportunity, the team were able to build a business case for a redesign and to keep the existing content.

Only 22% of users were going on to a Product Page from the content. We realised the problems were trying to solve are:

  • Poor storytelling experience on mobile (50% of users are on mobile).
  • There was limited shoppable content
  • Not very inspiring
  •  Structure is segregated & inflexible
  • Poor brand message

I conducted a competitor analysis of the current market with competitors and non competitors within e-commerce. I found that majority of the direct fast fashion competitors focus on doing standard blog content, or are just fashion campaign pages, but rarely do both really well. Although fashion retailers such as Mango, Net-a-Porter, Zara and Dorothy Perkins have already released an integrated eCommerce with their content. There is certainly an opportunity to be a leader in shop-able fashion content.

 

See competitor review

I designed a library of components that allows editors to freely create varied features that are not constrained by defaulted cms templates.

Component audit

Sketches

Outcomes

- Shoppable content with new components
-End to end journey from Editorial content to basket and check out.
- Flexible shopping templates
- Decreasing percentage of dropouts by encouraging users to go on other related content
- Full migration to Adobe Experience Manager.

The design is now live.

New Look Daily