Condé Nast
Vogue Business
Designing the marketing launch website and paywall journeys for Vogue's first B2B product.
Background and context
Vogue Business launched in 2019 as a free digital publication for customers who wanted intelligent, data-led analysis on global trends, tech, culture and innovation. Content is specifically for industry insiders, executives, designers, and entrepreneurs rather than casual consumers.
Starting out as a free offering, the strategy was to get a substantial paying user base, making the product an indispensable part of the users daily go-to resource.
Role and approach
I joined the team when the site had just launched, and content was free to consume. My remit was to transform the product to 'freemium' and then to implement the paywall experience.
We started to gate content after 3 free articles - requiring users to subscribe to continue reading articles. As the appetite for content was strong, I continued on to design the marketing site, to drive aquisition and conversion of to paid subscriptions with the introduction of a payment user flow.
Outcome
The subscription marketing experience provided Vogue Business with a clear, compelling path to paid membership. The strength of the product ensured the brand's transition from free publication - to a sustainable, subscription-led revenue model serving the global fashion industry.
Since Vogue Business's launch in 2019, the brand has grown both it's user base and content offering, making it an essential industry resource for content and IRL networking events.
Vogue Business gained market traction as a go-to resource for Fashion industry professionals, they took the leap after 18 months by introducing a tiered membership offering.
Placing their content behind a paywall, and introducing additional features such as newsletters, in-person events and consultancy, this paved the way for a 3 tier membership platform.
Additional to me conduscting the UX & UI design of the marketing website, I was also tasked with the design of the Vogue Business payment flow.
Unregistered users were offered 3 free articles before being prompted to pay for a membership.
