Phillips | Editorial Hub
Role: Product Design Lead
Services: Digital Transformation, Competitive Analysis ,Content Strategy
With physical catalogues being replaced with online browsing experiences, there was a growing need for an editorial hub.
Centralizing content for sale-specific articles and video gave us the opportunity to take a fresh look at our offerings and how we presented them. Crossing content with artwork up for auction was one way to increase entry points into the bidding experience.
Jumping-off Point
The homepage was the original browsing location for showcasing videos and articles. This guided clients into the buying and selling experience.
Content Strategy
In order to keep the content on the page fresh throughout the auction season, we developed a content strategy where articles and video would be assigned a level of hierarchy. As the new content was published, it would shift with minimal input from web producers. This allowed them to focus their time on other areas of the business.
Competitive Analysis
We took stock of how other companies handled their editorial content. We took inspiration from brands that showcased their content in bold and thoughtful ways.