Highsnobiety
Highsnobiety has spent twenty years building cultural authority across fashion, sneakers, music, and art. The publication’s taste is the product. Their newsletter converts at twice the rate of every other channel: direct, no algorithm in between. The app had to do that at scale, for the 50,000 readers who built the brand.
We led the work end to end. Their team and ours did the problem definition together: what an app could uniquely deliver that the website couldn’t.
Product discovery and three rounds of user testing on a research panel of 10,000 readers shaped the concept before any pixel got locked. From there, the design system, backlog, and sprints carried it through a friends-and-family release, a beta with the same research panel, and the public launch in early 2022.
The Discover section opens the app the way the website did: a feed of stories, edited daily. A Daily Digest layers on top: one editorial pick per day, the kind of decision a friend with taste would make. Articles and products save to the same place because in Highsnobiety's world they're the same thing. Apple Pay and persistent login take a saved article to checkout in two taps. Push notifications keep the relationship going between sessions, no third-party platform required.
Product Strategy, Product Management, UI/UX Design, App Design System