Condé Nast

AD PRO Directory

A directory product connecting users with vetted designers and architects, with a focus on discovery and lead generation.

  • Web
  • UX/UI Design
  • B2B / B2C
  • Project Info  +
  • Project Info  –
Condé Nast

AD PRO Directory

Background

Architectural Digest — with over 100 years of heritage — is one of Condé Nast's most prestigious brands. I was brought in by the global Head of Product to lead design on a new business proposition, the AD PRO Directory.

The concept connects discerning homeowners with vetted architects, interior designers and landscape professionals through a curated, paid-listing directory.

Approach

As Design Lead, I shaped the entire experience — from the marketing site and professional application workflow, through to the CMS approval process, searchable directory listings, business profile templates and account management.

A complex, multi-faceted product designed to launch within an aggressive 12-month timeline.

Outcome

AD achieved its 100-member launch target ahead of schedule, and over 2,000 businesses have since joined the directory.

Despite increasing the annual listing fee from $1,500 to $2,000, demand continues to grow — establishing the AD PRO Directory as an impressive new revenue stream for the brand.

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To deliver this MVP product launch within the 12 month window, I had to do both the UX and UI design across a wide spectrum of internal and external touchpoints. These touchpoints ranged from client aquisition (Marketing), application, approval, onboarding, new channel creation, searchable business listings, business profile pages through to profile account management.

AD PRO Directory was a US-only product launch. Future plans are to extend it into other markets.

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Working within a cross functional team consisting of AD Global Editors, a Product Manager and a small team of Engineers (based in the US and India), we worked seamlessly to define core user needs and business restraints and requirements to bring this proposition to life.

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One of the key 'legacy' issues we had - was that we had to work across 2 distinctly different brands. AD (the B2C brand) had it's own distinct branding. Whilst existing for years previously, was another AD brand named AD PRO. This brand and content was specifcally targeting B2B users. Both brands had 2 completely different websites.

The AD PRO Directory was positioned in the dead centre of these 2 brands, by engaging directly with both B2B and B2C users. We somehow had to dovetail the Business/Industry Marketing aquisition journey into the B2C Directory proposition.

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This product required it's own platform to approve and manage business applications. As each business wanting to join the directory had to submit an application form, the AD Editor would have then go through the vetting and approvel process.

This platform would serve as a communication and 'application status' system, allowing for Editors to communicate back directly to applicants, requesting edits to text or images, together with handling the payment and renewal process.

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A new 'Find a Pro' channel was added to the AD website. This would serve as the gateway for consumers to seek out professionals.

Editors could feature and promote companies on the main channel page, or users could simply use the searable directory to seek out a professional best suited to their needs.

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Businesses apply by submitting a pre-set of basic company information together with a description of their business which is then vetted by AD Editors. Once approved, a live Profile page is published wthin the Directory.

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