What’s Right Now is the beat and pulse of InStyle.com. It’s an up-to-the-minute stream of everything going on in the InStyle reader’s world, from fashion trends to celeb must-reads.

In the same vein, Look of the Day features the editorial team’s daily picks for the hottest celeb looks and trends, and is one of the site’s top-performing sections.

To maximize the value of both sections, we worked closely with the InStyle team to essentially turn these two columns into “productized” content experiences.

By thinking of these content sections as “products,” it opened up a whole new world of possibilities to deliver even more value to the InStyle reader. At its core, the content productization approach does two things:

It gives the user digestible, branded content features that they can come back to ritualistically, which will deliver the same type of content every time. And, it allows InStyle editors to see what posts are getting engagement, and then re-use and recirculate those pieces of content where most applicable. For instance, a handful of popular Look of the Day photos from April could easily be re-surfaced and bundled into a larger “Spring Trends” editorial content feature.

InStyle readers are a very visual audience. In building the new responsive experience, we made sure to take cues from the print edition—opting for larger presentations of photography.

In fact, every single new feature brings the focal point back to the photos, which are often the most important part of any InStyle reader’s journey. Photo galleries are bolder, cleaner, and easier to navigate, and contextual advertising placements complement the design, rather than distract from it.