The Problem.
Limited Engagement: GQ relied on reverse chronological river templates to showcase all content.
Hard to find specific content: Other than a editorially curated hubs, the experience didn’t offer users any way to engage with specific content
Evergreen content gets buried: GQ’s didn’t dedicate any real-state to allow evergreen relevant content to remain in the surface
Product didn’t properly support Franchises: GQ had no way to elevate franchise-based content as special.
Limited purchasable opportunities: Products could only be viewed on galleries or stories.
Users bouncing to search: GQ experienced relatively high traffic in channel pages, however it also saw a high percentage of users bouncing off to search as consequence of not finding specific content.
Channel Redesign.
Product Integration.
GQ knows that our loyal audience comes back for fashion, style, and grooming advice and recommendation. Without making users go into an article or gallery, we’ve opted to present product recommendations on it’s respected sections. All these products are endorsed and tested by our team of editors.
These new features allowed GQ to offer more actionable commerce moments at all leves of the website experience. This work set the foundation for a more ambitious dive into the world of commerce – GQ Recommends.
User-Driven process, from beginning to end.
This project was approached holistically, starting in January 2017 with a market Survey, going through User Interviews, Competitive Analysis, Ideation, Prototype, User Testing until we finally hit our proof of concept components.
The project would be impossible without the incredible talent of Doug Seidman, head of product and Hugo Broche, Design Director.
