Condé Nast
Vogue Club
Concept development for a membership product with gated content, perks and community features for Vogue audiences.
Background and context
Vogue has been synonymous with fashion for over 125 years. Vogue's readership is a wide spectrum of user types - from the casual reader to the fashion-obsessed, through to fashion professionals.
With such an avid readership, an opportunity arose for Vogue to closely connect with its readers, by creating a new product - Vogue Club. This subscription based product is specifically geared towards Vogue's loyal 'super fans', by creating a new fashion community, bringing Vogue's editors closer to their audience, whilst offering readers bespoke content, curated shop discounts and invitations to Vogue hosted events.
Role and approach
Working with the UK product manager, I conceptualised what the membership web experience could look like. I created a set of page layouts and user features designed to shape the core product offering and bring the exclusive editorial world of Vogue Club to life.
Outcome
Vogue Club went on to launch successfully as an MVP, building direct relationships with its most engaged readers. The membership model opened up a new revenue stream beyond traditional advertising, while deepening audience loyalty through exclusive content, events and offers.
As Vogue Club is a premium membership offering, we included exclusive Vogue Club content within the main Vogue website. These articles would be clearly labelled as exclusive content, allowing free users to sample this new exclusive content.
The articles would be gated on a users 3rd article - directing the user to a member marketing page for them to convert to paid up members.
Whilst working on this project, Condé Nast was also looking at a unifed Account area, that could be implemented across all of their brands. Doing this has obvious data and cross-selling benefits. This project also involved some discovery work on what a unifed cross-brand Account area could look like.
