Highsnobiety

Highsnobiety is a brand dedicated to today’s generation of style-conscious individuals. Their scope encompasses everything from fashion and sneakers, to design, music, and entertainment. I interned there summer of 19’ as a creatives strategy intern. 

Design Opportunity

As a leader in the street culture space, Highsnobiety aims to keep our audience up to date on the latest in street culture.

However, there is a disruption and disconnection in the way our readers experience our products.

Solution Proposed

I proposed that we go beyond the current web only experience and design an App that becomes the one-stop for all things street culture, where users can read, talk, find and buy.

Research Overview

After identifying key stakeholders, I composed important questions to find answers to for each area.

Market Research

3 apps

New York Times(Traditional Content Medium) Hypebeast (Direct Compeitior) Skrs (Innovative Inspiration)

Key Takeaways

1. Readability: It is important to try to accommdate each individual's reading habits


2. Ad placements: Don't put promotion over user experience, find places for ads that provides an uninterrupted reading experience.

Our Readers

Survey was targeted to find out about reader’s mobile and shopping behaviors, 237 responses were received from our readers from more than 30 different countries.

10 one on one interviews were conducted to understand thoroughly how our readers interact with content and existing product offerings in order to find potential design opportunities

Business

Direct revenue markers include: The revenue drivers include ad placements, featured articles, content activations and consumer insights.

Indirect benefits include: Brand image and reputation, leader of cultural trend and always thriving to bring news to the office.

Synthesizing

Ideating

I did a brainstorming session with a few coworkers and decided on features that are most impactful.  

In this case, it is all about getting engagement and starting the conversation. So I considered scalability, feasibility and monthly active users 

Onboarding Experience Animation 

I wanted to show Highsnobiety’s personality even in the onboarding experience

I pitched this idea to David Fischer and Jeff C, they absolutely loved it and quickly introduced me to the small task force within Highsnobiety that is thinking of ways to create a more engaging community. 

I loved this experience and is very thankful for the team for supporting me on this side project.