1. project overview
Role: UX Design and Research
Duration:
Company: North Shore Animal League
2. Approach
Current Landing Page Analysis
Competitor Analysis
Re-imagine and Re-Design
3. Background
The North Shore Animal League is
4. Current Landing Page
Secondary Research:
As the first step, it was important to research into the luxury market and the target demographics. Below is an excerpt from the deliverable.
Stakeholder Interviews:
It was important to interview the stakeholders involved with this project as well in YBCS digital publication. The interviews included the CEO and the Editor-in-Chief, the members of the marketing team and the design team.
Specifics of the Interviews cannot be shared due to NDAs.
Key takeaways:
Stakeholders saw YBCS as a fresh, hip, and more youthful extension of the original publication, The Contour of Luxury™, whose primary user demographics are Generation X and Baby Boomers. As a result, they felt that the mobile app should convey the same image.
Stakeholders needed a mobile app that complements the YBCS digital publication as a place to view and book luxury lifestyle and travel needs.
Competitor Analysis:
I looked into
Luxury brands that are highly successful in marketing to Millennials and Gen Z consumer
Magazine/News apps, Travel Apps
Luxury lifestyle phone apps
Below is an excerpt from the deliverable.
User Interviews:
It was important to interview the potential users of YBCS and the accompanying mobile application. The interview served to identify the habits, pain points, and needs of affluent millennials and generation z individuals interested in luxury. The interview included questions of their idea of luxury, and how they prefer to receive information.
Specifics of the Interviews cannot be shared due to NDAs.
Key takeaway:
User should be able to filter and organize through content to make specific topics accessible.
Content should be well balanced with text, images, videos, as well as with embedded linked posts from social media to increase usability and build credibility from outside sources.
Each screens should have the same context (styling) so that user can navigate through each page with confidence. The styling should be consistent with the YBCS branding.
External links that lead to affiliate shopping sites should be easy to find and labeled clearly.