In Our Ever-Changing Digital Landscape, Vogue.com Needed a New Look
Just a few years after its last redesign, the world’s most influential fashion magazine was ready to take its digital experience to the next level. The mission? Create a more responsive, real-time experience for its legion of devoted readers.
After the success of Vogue's previous redesign, the magazine approached Code and Theory once again. The challenges this time around were new: not only did the new Vogue.com have to perform effectively with a much higher volume of content, it also had to remain elegant and sophisticated without sacrificing performance.
Workflow was also critical, as one of the goals was to give the Vogue.com team near-limitless creative freedom to better respond to user and advertiser needs.
The result was a smarter, lighter, more fluid and fully-responsive site that benefits every kind of Vogue.com reader.
Establishing a very clear collaboration system right from the start was what made this project so successful.
From the initial pitch to final deployment one week before the start of New York Fashion Week — the project was a true collaboration from start to finish.
Multi-disciplinary work sessions, editorial scenario planning, cross-company development teams, integrated content migration and publishing teams, broad stakeholder and department involvement, and almost daily prioritization calls were part of the ongoing collaborative process we established early on. Additionally, creating an equally-weighted and staffed core team on both the agency and client side ensured the project proceeded at an efficient clip, and that communication was always transparent and exhaustive.
Working closely with the editorial team and Vogue’s site director Ben Berentson, we re-examined everything: the role Vogue.com plays in the lives of its readers, shifts in the digital news landscape, the rise of social as a primary traffic driver, changes in content consumption behaviors, the ubiquity of mobile, and the editorial and sales team’s current workflow and content strategy.
The design challenge was clear: the new look and feel had to be unmistakably Vogue, but also convey a sense of freshness and urgency that readers have come to expect from its website. Design Directors from both sides were paired up and worked side-by-side, designing in real time to define a new visual language for the brand in digital. From new typography and iconography, to article and section page designs, every element was vigorously examined through the Vogue lens.
We developed the site using WordPress and collaborated closely with Condé Nast’s DevOps and platform teams throughout the project to ensure a successful handoff. Technology was integrated throughout the entire process, assessing every decision with the goals of speed, high performance, and SEO in mind—not to mention thorough planning for migrating over 17,000+ articles and galleries into the new platform. The result was a fast-performing site across every viewport, with a vast archive of beautiful content.
The redesigned Vogue.com brings a new speed and freshness to the Vogue experience in digital.
Highly-customizable content modules allow for variety in visual browsing and enable the editorial team to better articulate its stories.
Optimized article pages and photo galleries address an array of consumption behaviors, from passive browsing and “snacking” on content, to digging deep into the Vogue archives.
Overall, it’s a design system that encourages editorial creativity, and allows the content—not the template—to determine the layout of a page.
The redesign was a huge success right off the bat, with high conversion rates, massive increases in SEO traffic, impressive engagement and viewability metrics on advertising units that attracted interest from all prospective advertisers. Not to mention, Vogue.com's readers loved the beautiful new design.