How to think outside the banner
Zalando
The problem
The masthead on the Zalando homepage had millions of daily views, but not many clicks.
It looked something like this:
The real problem
The masthead followed the design system built to guide users without disrupting their flow..
But this was a billboard disguised as a masthead.
It had to stand out, arouse curiosity, while still feeling like a part of the brand experience.
A banner with billboard energy
How to design a new system
Reduce it down to 3 basic elements — headline, image, CTA.
Redesign each one to make it bolder, punchier, distinct at a glance.
Put them together to create a new system: simple, scalable, designed to intrigue.
Taking the system for a ride
Scaling across channels & categories
I created a guide for teams to adapt the format on their own.
For any product category, in any region, by any business unit who wanted to be featured on it.
Going on and on and on
