CRAFTING AN ONLINE MAGAZINE

Crafting an online magazine for a beauty and cosmetic brand

Introduction

As a member of Tira's design team, we were thrilled to embark on our mission: creating the ultimate beauty hub for our users! Our goal was to craft an online magazine that seamlessly transforms into the go-to destination for all things beauty. Beyond showcasing top-tier products, we aimed to cultivate an immersive experience where users could explore, learn, and confidently navigate their beauty choices.

It's all in the name

Introducing "Topshelf" – a treasure trove of diverse content formats: blogs, videos, stories, and interviews. Here, users can delve into authentic insights from beauty experts, like having a cozy chat with a friend about all things beauty! It's the epitome of quality content, akin to the top-tier items on high shelves in a store. Perfect for customers seeking the best insights and entertainment.

Where are we today ?

In our current scenario, we're sitting on a goldmine of top-notch, reliable, and captivating content. The feedback we've received on our content has been overwhelmingly positive

Discoverability has been a challenge, particularly with Topshelf. Presently, Top Shelf articles on the homepage only achieve a 0.8% click-through rate (CTR). Initially, Top Shelf was relegated to a single widget with refreshed carousels twice a week, limiting both the lifespan and accessibility of our content.

To address this issue, we've proposed a solution: creating a designated section for Topshelf. This strategic move ensures our content remains visible for longer durations, enhancing engagement and improving the overall user experience. We anticipate that this shift will not only drive higher CTRs but also foster deeper connections with our audience.

Design Process

We kicked off our design process with thorough research and benchmarking to understand user expectations. This informed our brainstorming sessions, where we fine-tuned our requirements. This collaborative effort led to the creation of both Business Requirement Documents (BRD) and Product Requirement Documents (PRD), laying a solid foundation for our project.

What are the objectives with the new design?

Community Building : The initiative goes beyond merely facilitating e-commerce transactions. By offering users a rich repository of engaging content encompassing blogs, videos, stories, and interviews, it fosters a sense of community and belonging within the platform's ecosystem.

User Education : In the realm of beauty and skincare, consumer behavior often involves extensive research and consideration before making purchasing decisions. Recognizing this trend, Topshelf serves as an invaluable resource for users seeking to make informed choices about their beauty regimen.

Cross-linking : With topshelf, we seamlessly integrate content with the shopping experience. This strategic approach aims at driving traffic to shop through content integration

Enhance Brand Visibility : Through informative and engaging content, brands gain exposure, credibility, and lasting presence, connecting with consumers and driving engagement. Facilitate social sharing of articles, images, and product recommendations to amplify brand reach and engagement.

Scalability : Mix media all under one roof seamlessly | Reimagine the entire flow - Interviews by beauty pros Revisiting older articles - bookmarks

Wireframes

Following the research phase, we delved into wireframes to meticulously map out the entire flow, given the complexity of navigation and tagging involved. As the lead designer, I spearheaded the conceptualisation of the designs, prioritizing scalability at every step. Here's a comprehensive breakdown of the journey:

The visual Direction

We opted for a visual direction that was both straightforward and approachable. Our aim was to craft a design that felt inviting and captivating. We sought to integrate innovative forms of media, such as reels and interviews, to enhance the interactivity and dynamism of the content. The designs were inspired by editorial layouts, lending a polished and professional feel.

A significant challenge we faced with this project was finding the balance between editorial richness and scalability. It required numerous iterations to arrive at a solution that satisfied both requirements. Ultimately, we developed a scalable system capable of delivering a consistent experience across all platforms while still maintaining the editorial quality we aimed for. This involved careful planning, extensive testing, and a commitment to innovation to ensure that our solution met the needs of our users without compromising on quality.

End Note

As a lead designer, my key takeaway was balancing creativity with practicality. It's crucial to explore innovative ideas while ensuring designs remain functional and user-friendly. Effective communication and collaboration were vital, both within the design team and with stakeholders. Prioritizing clear communication and aligning design decisions with project goals led to successful outcomes. This experience emphasized the value of adaptability in the evolving design landscape.

In conclusion, this project has been an inspiring journey of innovation and collaboration. From our initial brainstorming sessions to the final implementation, we've navigated challenges and achieved a product we're truly proud of. Here's to embracing creativity and the boundless opportunities that lie ahead! As we gear up for the next phase, armed with a wealth of insights from the initial stage, the engagement and feedback thus far have been promising.