Condé Nast, home to some of the world’s most iconic publications, was looking to reduce its reliance on traditional ad revenue. As media spend shifted toward social and digital channels, the business wanted to explore more e-commerce-driven opportunities. This project aimed to help each title think more like a brand with a shopfront.
I joined during the discovery phase, supporting the brand commerce strategy through audits, research and future journey design.
How and Where Do I Begin?
Working with the Product Director who was also from an e-commerce background, we knew what needed to be done. But we didn't exactly know where or how to start.
Discovery workshops were run with key stakeholders to encourage more collaborative ways of working between Editorial, Commerce, and Product Technology teams.
I had many, many chats with editorial and product teams to understand what they were currently doing for the affiliate links featured on their sites.
Testing Framework
The global 'Test and Learn' framework was developed in partnership with distributed Data and Engineering teams to support continuous experimentation and iteration.
Design Strategy
My role extended to design strategy and roadmap planning, including the creation of an e-commerce focused design brief to help operationalise the project's North Star vision.
Platform Strategy
We also explored the potential of using a headliness CMS like Shopify, integrating it with Condé Nast's existing content platform, Co-pilot.