Condé Nast

Vogue Business

Designing the marketing launch website and paywall journeys for Vogue's first B2B product.

Web
UX/UI Design
B2B

Project Info +

Project Info –

Vogue Business

Background

Vogue Business launched in 2019 as a free digital publication to build loyalty among B2B users, delivering expert global perspective on the fashion industry.

With a long-term strategy to move to a subscription model, I joined the team to design their subscriber marketing site to drive paid conversion.

Approach

Working from a three-tiered membership model developed by Business Strategists and Editorial, I designed the full user journey — account creation, payment flows and member features.

We also introduced gated content to encourage free users to convert to paying subscribers.

Outcome

The subscription marketing experience provided Vogue Business with a clear, compelling path to paid membership.

The strength of the product ensured the brand's transition from free publication to a sustainable, subscription-led revenue model serving the global fashion industry.

Vogue Business gained market traction as a go-to resource for Fashion industry professionals, they took the leap after 18 months by introducing a tiered membership offering.

Placing their content behind a paywall, and introducing additional features such as newsletters, in-person events and consultancy, this paved the way for a 3 tier membership platform.

Additional to me conduscting the UX & UI design of the marketing website, I was also tasked with the design of the Vogue Business payment flow.

Unregistered users were offered 3 free articles before being prompted to pay for a membership.

Condé Nast

Vogue Business

Vogue Business

Background

Approach

Outcome

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