User Journey Concept Video for Net-a-Porter
Serving content that responds to fashion occasions.
Serving content that educates you on how to implement trends your way.
Responding to social topics.
BEHAVIOURAL FASHION MODES
We developed two modes of fashion shopping – Fashion focused & Stylish Prgamatist.* These allowed us to devise the new offering based on shopping habits and customer intent – leveraging the on the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments.
Our editorial strategy – which focused on occasion and personal style based articles as being both high value to the user and 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.
We combined the shopping patterns of the younger audience with social 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.
We looked at a set of journeys across the new ecosystem to show how editorial supported the both inspirational and need based journeys.