Lucky Magazine (Condé Nast)
City Guides
Challenge: To create digital shopping guides to more than 20 cities across the U.S. and internationally that could be easily searched by area and by what people wanted to buy.
Solution: I worked with magazine writers to determine which stores to include for each city, and then categorized these stores by area, product, and type of store. I then collaborated with designers and developers to create searchable store listings for each city. (At the same time, I also led the content strategy for a comprehensive redesign of the Lucky website, and was responsible for the overall navigation and micro copy on the landing pages.)
Results: After the Luckymag.com relaunch and introduction of the city guides, traffic increased by 150 percent, with the city guides one of the most-visited site sections.