Summary
Highly reputable within the Architectural industry and for the discerning home owner, the AD brand is steeped in over 100 years of history and is one of the most important brands in Condé Nast's portfolio.
I was invited by the global Head of Product to lead the design on an excitingly new business proposition. The AD Pro Directory.
The AD Pro Directory taps into both their industry professionals and well heeled homeowners by linking the 2 together.
The AD Directory is a B2C directory for Consumers to use for their next major home renovation project. Industry professionals can apply to join the AD Directory, and if approved - pay AD for their services to be listed on AD's curated Directory.
The AD Pro Directory is seen by 100's of thousands of monthly loyal visitors, enabling AD readers to source out top quality Architects, Interior Designers and Landscape Designers for their next project.
As the Design Lead for AD, I was tasked with creating the entire experience, that included conception and design of:
- The Marketing website to generate interest and applications from Industry professionals
- The Application process workflow
- The CMS & Editorial digital approval process system
- The AD Directory Channel page within the AD website
- The searchable AD Pro Directory company listing page
- The Business Profile template (a single web page portfolio templete available to showcase their company).
- Account management.
This MVP product release was both large and complex, containing many facets and challenges to resolve along the way to achieve the aggressive launch date of 12 months from start to launch within the US Market, in January 2023.
Despite the annual listing price of $1,500 USD, AD achieved it's 100 business member launch target ahead of it's launch. Since then, over 850 new businesses have joined in the 1st 18 months.
This has proved to be both a success and impressive revenue stream for Architectural Digest.
Below are just a few layout snippets from the multitude of components and user flows that make up this proposition.
