Condé Nast Vogue

International user research

Condé Nast Vogue

International user research

What we did

As leading experts in user research, we were asked by the team at Vogue to deliver in-depth research with traditionally hard to engage user groups from across the world.

Challenge

Condé Nast wanted to understand attitudes and behaviours of international Vogue.com customers across their market, to inform their digital strategy. A task they turned to ExperienceLab to deliver. The team at Condé Nast were particularly interested in how  Vogue.com slotted into the digital landscape that customers engaged with, and more importantly, what pulls in or pushes people away from their suite of global websites.  

Approach

We conducted all of our research in non-English languages, uniquely focusing on areas where detailed research had not previously been conducted. We interviewed users from each market segment, resulting in 30+ interviews across Mexico, France and China. During these interviews, our teams engaged in Spanish, Chinese Mandarin or French. 

Outcome

We delivered a high-level journey map for each segment, including key steps in the journey and accompanying push and pull factors in a user’s journey on the website. 10 journey maps were created in total. The format of the maps also meant that they could be easily converted into high-fidelity experience maps by the Condé Nast team. Recordings of all the sessions that took place in their native languages were presented for global distribution

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