Before
After
Harper's BAZAAR shopping is a primary destination for readers who move fluidly between editorial and commerce. Shop BAZAAR reimagined its shopping hub as an editorially driven hub, built to replace a legacy marketplace model while preserving revenue and premium brand partnerships. From discovery through wireframing, refinement, and execution, we launched in phases beginning with a Fashion Week MVP followed by continuous iteration across hub, collection, and article pages.
Within two weeks post-launch, the experience delivered strong gains across all key metrics:
These results validated that an elevated, editorial approach to commerce drives deeper engagement and stronger conversion potential.
The experience is built as a funnel-driven ecosystem, guiding users from the Shopping hub to editor-led collection pages and into rich editorial articles with embedded affiliate products. This flow increases content discovery, strengthens brand engagement, and positions editors as trusted curators—seamlessly blending storytelling with commerce.
Credits:
Product Manager: Jake Marchman, Tanesha Wattley-Smith
Tech Lead: Janean Mann
Engineers: Stas Areshin, Sergey Kholodov, Anton Petrovskyi, Koryun Hayryan, Alex Levinson
Lead Design: Masha Vainblat
Before
After
Section Hub Landing Page
Editor Collection Page
Editor Article Page
Competitor Analysis
