ZALANDO MASTHEAD
Redesigning for attention.
By applying copywriting principles to content design, creating a scalable format, and defining principles to enable endless iterations.
The status quo
The masthead on the Zalando home had millions of daily views, but not many clicks.
Research showed that customers were not even noticing it.
The problem
The design system was optimised to guide users without disrupting their flow.
But this was a billboard disguised as a banner. It had to stand out. Disrupt. While still feeling like a part of the brand experience.
Breaking down the system
We took apart the design system, isolating it to 3 essential elements — headline, image and CTA.
Then, we redesigned each element to make it bolder, more impactful and distinct at a glance.
Finally, we combined them into a new system — simple, scalable and designed to intrigue.
Setting up for scale
CX content was usually designed to explain things or guide users. We needed to excite them.
So, we created a guide on how to use each element of the new system.
For any product category, in any region, by any business unit who wanted to be featured on it.
Showcasing categories, old and new
The new format allowed us to shine a new light on old categories.
And sparked new categories too, filtering and grouping products based on ideas.
Making the same-old feel brand new.
Extending across channels
By creating a new, conversational CTA format, we extended our principles to work across channels.
Creating a distinctive, high-performing creative platform.
Driving (in)direct impact
The format not only increased engagement onsite, it created a fresh approach for cross-channel category marketing.
While I can’t share specific data (because it’s a secret, not because numbers confuse me), a measure of success was the number of teams that took it up.
Creating their own versions with the help of our principles, experimenting on new channels and finding new ways to talk about fashion.
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