Vogue
INDUSTRY:
Fashion & Media
COMPANY:
Globo Condé Nast
ROLE:
Product Designer (UX Research, Strategy, UI)
summary.
Vogue is one of the most influential fashion magazines in the world, known for its focus on style, beauty, trends, and culture. In this project with Globo Condé Nast, I proactively identified a UX issue on the homepage and led the full design process, from research to prototyping, with a dual focus: improving user experience and optimizing ad monetization.
challenge.
The homepage had visual clutter due to ad overload, leading to user frustration and high bounce rates
Ads were negatively impacting content readability and trust
Business stakeholders needed to maintain ad revenue — no reduction in ad space was allowed
The goal was to enhance the user journey without sacrificing monetization
goal.
Understand user behaviors, expectations, and complaints through analytics and qualitative tools
Improve content discoverability and readability
Design an ad strategy that feels integrated, not intrusive
Maintain alignment with Vogue’s visual identity and Design System
solution.
Conducted qualitative and quantitative research using Hotjar, Google Analytics, and user feedback
Identified key UX issues: ad density, inconsistent layout, and lack of content prioritization
Created low to high-fidelity prototypes, focusing on:
Cleaner visual hierarchy
Improved scannability and spacing
Dedicated sections for high-impact, interactive ads
Use of "Steal the Look" as a benchmark for branded content integration
Presented the proposal to the product owner and collaborated to define product scope and KPIs
result.
The redesigned homepage was ready for A/B testing, which would validate usability gains and potential uplift in ad value
Positive internal feedback from editorial and business teams on visual clarity and strategic ad placement
The project was paused before launch due to shifting company priorities, but groundwork and research remain available for future iterations
💡 What I Learned
Designing for media means navigating the tension between user satisfaction and business goals. This project deepened my skills in balancing monetization with usability, and highlighted the power of cross-functional alignment to drive strategic design decisions — even when a launch doesn't happen.
