Highsnobiety

Highsnobiety is a global fashion and lifestyle media brand. The company operates as an online magazine covering trends in fashion, art, music, and culture, and has expanded into e-commerce with its own apparel collections. I led Highsnobiety's iOS app and web platform, driving growth through enhanced user acquisition strategies, platform optimizations, and cross-functional collaboration with editorial and SEO teams.

Challenge

Highsnobiety is a lifestyle brand that blends editorial storytelling with e-commerce. With a saturated e-commerce market, the challenge was to create a platform that went beyond shopping. Highsnobiety’s audience—fashion enthusiasts—seek inspiration, culture, and connection. The goal was to build a platform that integrated commerce with editorial to drive engagement and revenue while staying true to the brand’s cultural identity.

Opportunity

How might we drive app adoption while offering a unique shopping experience tailored to Highsnobiety’s audience?

🛍️ Story-Driven Shopping Experience

Create a seamless blend of editorial storytelling and e-commerce by collaborating with editors to present fashion items with Highsnobiety’s unique perspective.

• Implemented custom download CTA buttons via A/B testing on article pages, significantly increasing app downloads.

• Designed tools like shop carousels, embedded product links, and story-driven lookbooks to convert readers into shoppers seamlessly within the app.

• Developed short-form videos based on qualitative insights, catering to the mobile-first audience’s preference for bite-sized content.

• Built an early access feature that allowed users to purchase limited, hype-driven products before general release, exclusively through the app.

📲 Leverage Highsnobiety’s Audience

Utilize Highsnobiety’s existing audience base to drive app downloads through multi-channel efforts, including email campaigns, social media, and strategic CTAs on highsnobiety.com.

🎟️ Targeted App Promo Codes

Identify key audience cohorts—readers, casual shoppers, and avid shoppers—and launch tailored app discount campaigns to incentivize downloads and repeat purchases.

How might we increase app engagement by blending fashion, culture, and commerce to cater to Highsnobiety’s unique audience of enthusiasts and shoppers?

📱 Unique Homepage for Young Audiences

Introduce an Instagram-like stories feature with image and video-heavy content, delivering daily cultural and fashion news tailored to a younger, mobile-first audience.

• Improved Session Time: Average session duration grew by 10%, demonstrating higher user engagement.

• Feature Success: 38% of users utilized Highsnobiety Stories, viewing 3 or more stories per session

🛍️ Redesigned Home Exploration

Create a homepage that seamlessly blends news articles and e-commerce, offering a curated mix of entertainment and shopping. This approach combines editorial storytelling with product discovery, encouraging users to stay engaged and explore more.

Platform Optimization