Transforming a static magazine feature into a dynamic, personal shopping experience.
Time Inc and InStyle Magazine were at a crossroads.
They were experiencing what every print publication has with the rise of the information era – decline in readership, difficulty capturing audience attention, and a disconnect between the physical and digital magazine experiences. We partnered with Time to uncover insights and create a prototype for InStyle Magazine to test on real customers. Our mission was to embrace the essence of the next generation for fashion editorial, and create a prototype they could get in the hands of customers within weeks.
/client: Time Inc.
/role: Content and Design Strategist, Creative Director
/disciplines: content strategy, creative direction, customer development, product strategy, MVP development
We identified the pressure points for the product
Through customer development with fashion lovers, InStyle readers and InStyle fashion editors we uncovered some interesting findings:
Customers said they routinely have difficulty pulling a full outfit together, even if they can find individual pieces with ease.
Accessories is an area people felt the most receptive to suggestions.
InStyle fashion editors said the “Shop like an editor” features had been one of their most successful features. However, while customers loved the spread, it was rarely actionable because it wasn’t relevant to their personal shopping needs or style.
Fashion editors reported being constantly asked to recommend accessories to their friends, which we considered to be a “super power” we could extend at scale with simple technology.