Herworld shopping journey

About Herworld

Herworld is Singapore’s leading women’s lifestyle and fashion magazine, published by SPH Media.

Role

I collaborated closely with the PM, stakeholders, engineers, and data analysts. Understanding how users navigate the site, I designed a solution that simplifies browsing and shopping, resulting in higher engagement and conversions.

Results

The redesign was launched in May 2025; results are currently being monitored by the product team.

1 / CONTEXT

Her World introduced affiliate shoppable content as a strategic vertical to drive revenue growth.

The business goal is to drive more shopping behavior on Her World by boosting click-through conversions.

Screenshot of Herworld’s Latest Digital Focus

Affiliate marketing contributed 40% to our overall performance volume.

If we can promote these products more efficiently and improve their corresponding user conversion rates, it will significantly boost our revenue growth.

2 / EXPLORE

I went to the data team to pull out the relevant information.

95% of users bypassed the 'Editor’s Pick' shopping section on the homepage.

Is there an opportunity to enhance the shopping section's appeal to users?

Users do not perceive Her World as a destination for shopping recommendations.

Why do users trust Her World’s shopping recommendations less?

Articles featuring product promotions typically receive higher page views.

Can we use promotions to attract more users to view products?

To make sense of the data, I first needed to understand the current shopping flow.

Screenshot of Herworld’s Latest Digital Focus

3 / DEFINE

Based on the issues we identified, we formulated our main problem statement.

How might we help users quickly discover, trust, and purchase affiliate products featured in Herworld?

We broke down the problem statement to two main problem spaces:

As a beauty-lover, I want to easily discover products that match my interests.

As a beauty-lover, I want to easily access the product info and purchase details

We then decided on a 3-pronged approach to tackle these statements.

1. increase awareness of marketing events

2. Ensuring users can easily access the product infor

3. Nudge users to explore latest deals content

4 / DESIGN

I explored rough ideas to serve as discussion points and stimuli for user research.

Some Rough Ideas I Explored

I led the planning and execution of the user research.

Each user research session included an in-context usability test and a deep-dive interview.

I prepared a user research plan that included a usability test based on different scenarios. I collaborated with PMs and the design manager to refine the final discussion guide.

One of the scenarios we tested

I consolidated all on-site notes and recordings.

After the research, I consolidated all our raw notes into an Excel sheet to help us synthesize the research findings.

A sample of consolidated session notes consolidated in an Excel format.

From the interviews and usability tests, we identified several valuable findings.

Users browse the site casually, seeking inspiration without a specific purchase intent.

This means our final solution should prioritise storytelling to engage users while incorporating subtle nudges that minimise purchase pressure.

Not everyone is aware of the latest events, and even fewer actively search for them.

There is a visibility gap: users are not clearly informed about events or promotions, so they do not actively seek them out.

Promotions support conversion, not discovery; they work after users have already decided they want the product.

Users aren’t convinced to buy solely because of a promotion, but promotions help convert those already considering the product.

5 / DELIVER

Final solution

Event pages designed to improve product browsing and boost brand awareness.

We transformed the event page from a basic article listing into a promotional showcase, with the business goal of highlighting affiliate products.

To improve the UX, we introduced a floating navigation bar to ensure smooth transitions between pages. Eye-catching visuals and subtle interactions were added to boost visibility and engagement throughout the event experience."

View prototype:

Desktop Mobile

Enhanced shopping experience for seamless access to product information.

We created a dedicated shopping page to consolidate all shopping-related articles. Enhanced product cards and AI-generated summaries on the article pages improve product visibility and accessibility.

create a notification system

We designed a notification system logic to alert users whenever there are new marketing event pages.

Overview of the Notification Logic I Designed

6 / AFTER THE PROJECT

Things I wish I did better

Had more confidence in myself

I believe that with greater confidence in myself as a designer and a clearer sense of the value and potential of my work, I could have driven a bigger impact on how the Herworld shopping experience was shaped.

Taking ownership of design

At one point in the design process, I felt like I was just pushing pixels. That’s when I realised I needed to take a stronger stand. Navigating stakeholders, balancing opinions, and handling suggestions, all of that is part of design too.

Designing a Seamless Shoppable Affiliate Experience for Digital Magazine Readers

How might we help users quickly discover, trust, and purchase affiliate products featured in Her World?