Fashion Journal’s existing site struggled with high bounce rates, limited ad integration flexibility, and a lack of visual distinction across its content verticals. Readers often visited for a single article and left, reducing opportunities for deeper engagement and monetisation.

I led a comprehensive redesign that introduced a modular, visually dynamic layout tailored to each content vertical, giving every section a unique identity while maintaining brand cohesion. Advertising was seamlessly woven into the user experience across formats (native, display, sponsored), without disrupting editorial flow. Strategic UX enhancements encouraged discovery, encouraging readers to explore beyond their entry point.

The new design elevated both the aesthetic and functional performance of the site. Early metrics showed improved user retention, longer session durations, and greater ad visibility without compromising editorial integrity, delivering value to both the audience and advertisers.