Concept and design an online experience that commercializes on content being created during seasonal Fashion Weeks.
UX Design • UI Design • Content Strategy • Prototyping
M·A·C has always been THE fashion makeup brand. This year, they wanted to own this legacy and offer their customers unprecedented access to the magic and creativity that happens behind and on the runway, from the creation of beauty trends to their street-ready translations.
We mapped out the overall journey on how the users engage with the content through the multiple digital funnels.
The team wanted to create a centralized online destination where users can access real-time information about fashion week, get inspired by the looks and trends, learn how to apply them and purchase current products to create it.
Since this experience would be updated as content is being created, we designed a modular system that can easily be updated as content is received.
We also used tabs to separate the content for each city for easy navigation.
To better aid the users shopping experience, we wanted to make sure that users can shop for the product directly from the page itself.
Additionally, the team wanted to make sure the looks being showcased are scalable and we directed artists to record two versions of the looks in their tutorials.
Finally emails were designed to promote content being launched for each city to drive engagement and conversion.
