InStyle has unveiled a new premium digital experience, with an improved look and feel, responsive layouts and a simplified content journey.
Will Everitt, Head of Product and Technology said: “We gave ourselves the task to better translate InStyle’s bold, clean and sophisticated print brand aesthetic to its digital versions.
“As a result, the entire site has been re-engineered with new typography, a stronger colour palette, less clutter and a focus on serving our users the most engaging content in the smartest way possible.”
The new digital experience includes a new customised Women of Style vertical with the addition of a hero video module.
Users will now spend less time waiting to enjoy content throughout, with page load speeds decreasing by approximately three seconds.
Emily Taylor, editor, InStyle said: “Our new, clean digital experience enables better storytelling with simple, on-brand visuals and less distractions while native styling and contextually relevant integration offers our commercial partners maximum value and engagement within our brand safe environment.
“It’s the perfect time to bring our growing online audience a more premium look and feel that better aligns the experience of brand across platforms.”
Design thinking heavily influences the development and UX of the site, with a view to enhance performance while data guides usability improvements with A/B and multivariate testing to assess user engagement and behaviour.
Everitt added: “In the lead up to launch, countless hours have spent testing, analysing data, wireframing and prototyping to improve and simplify the way a user enjoys relevant and engaging content.
“Throughout the site, everything has been made clicky, sticky and, now, zippy with optimised page load speed. This meant we had to declutter and intelligently reprioritise to develop a more intuitive navigation to allow users to explore content, rapidly.”
The launch caps off an impressive year for InStyle, with its ADUBs reaching 16,948, soaring +38.6% over the last 12 months and the brand’s total footprint climbing to more than 1.1 million according to data from emma February 2018, Market Intelligence March 2018 and social media stats updated as at April 12.