InStyle today unveiled a new premium digital experience, with an improved look and feel, responsive layouts and a simplified content journey.
Will Everitt, Head of Product and Technology comments: “We gave ourselves the task to better translate InStyle’s bold, clean and sophisticated print brand aesthetic to its digital versions.
“As a result, the entire site has been re-engineered with new typography, a stronger colour palette, less clutter and a focus on serving our users the most engaging content in the smartest way possible.”
The new digital experience includes a new customised Women of Style vertical with the addition of a hero video module. Users will now spend less time waiting to enjoy content throughout, with page load speeds decreasing by around 3 seconds in preparation for launch.
“In the lead up to launch, countless hours have spent testing, analysing data, wireframing and prototyping to improve and simplify the way a user enjoys relevant and engaging content.
Will Everitt, Head of Product & Technology
Emily Taylor, editor, InStyle says: “Our new, clean digital experience enables better story telling with simple, on-brand visuals and less distractions whilst native styling and contextually relevant integration offers our commercial partners maximum value and engagement within our brand safe environment.
“It’s the perfect time to bring our growing online audience a more premium look and feel that better aligns the experience of brand across platforms.”
Design thinking heavily influences the development and UX of the site, with a view to enhance performance whilst data guides usability improvements with A/B and multivariate testing to assess user engagement and behaviour.
Will Everitt adds: “In the lead up to launch, countless hours have been spent testing, analysing data, wireframing and prototyping to improve and simplify the way a user enjoys relevant and engaging content.
“Throughout the site everything has been made clicky, sticky and, now, zippy with optimised page load speed. This meant we had to declutter and intelligently reprioritise to develop a more intuitive navigation to allow users to explore content, rapidly.”
Today’s launch of a new premium digital experience caps off an impressive year for InStyle, with its ADUBs reaching 16,948, soaring +38.6% over the last 12 months and the brand’s total footprint climbing to more than 1.1 million*.
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Published on: 8 May 2018
*Source: emma Feb 18, Market Intelligence Mar 18; Social media stats updated as at 120418