The digital experience of the Victoria’s Secret Fashion Show is a delicate balance of content and commerce. While working on this experience, we constantly asked ourselves, how do we generate and maintain excitement about the show, and how do we make it as easy as possible to shop?
Due to constraints within the CMS, the customer often has to hunt for products that are featured in videos and editorial features. Having the opportunity to address this frustration with a special build was extremely satisfying. I led UX and visual design with the goal of creating a simple, repeatable shopping experience that would not create a heavy burden for set-up teams.
The project began by assembling all of the relevant stakeholders, of which there were many. We heard the goals and objectives of our business partners, capabilities and constraints from our development and set-up partners, and we shared our customer goals and objectives. We also realized that we would need facilitate a collaboration between merchandising and PR (the producers of the videos) to ensure that shoppable merchandise would be worn by the models.
The next step was to lead a design studio with my team and a few key stakeholders. When everyone in the group is not accustomed to sketching and throwing around new ideas, I work hard to make everyone feel comfortable. We have seen good results using techniques from the Google Ventures book, Sprint. Ultimately we landed a few directions to explore further.
design, feedback &
I worked through the ideas generated in the design studio and created a prototype. We presented the new experience to stakeholders to gain alignment. Including them in the process every step of the way has proven to be invaluable.
build & launch
In the development phase of the project, I worked closely with developers and QA to ensure that the experience was built as we intended. The result is a design that brings together content and commerce, and reduces customer friction.