Services
Client
Art Direction, Editorial Content Strategy, Visual Design, Cross-functional Collaboration
Bloomingdale’s
Art direction for Bloomingdale's editorial commerce destination to transform the experience into a hub of high-performing content, while making navigation easier and supporting user exploration.
Challenges
Fragmented experience where content visibility dropped below the fold, navigation lacked clarity, and the tabbed structure limited discovery.
Design Approaches
Restructured the experience into a unified, modular system that improved content hierarchy and discoverability. By prioritizing high-performing content and refining navigation patterns, the design surfaces key messages earlier while supporting flexible updates through reusable components.
Editorial-led commerce
Redesign New & Now page into a unified, content-first experience. Guided by performance insights and new branding, the layout introduces a clear hierarchy, modular components, and a more intentional flow—prioritizing high-performing content while enabling flexible storytelling. The result is a scalable system that supports both editorial expression and evolving business needs.
The New & Now experience evolved annually from 2024 to 2026, guided by performance insights and the introduction of a new brand identity. Each iteration refined content hierarchy, improved discoverability, and introduced more flexible, modular components—transforming the page from a content-heavy layout into a more structured, scalable system.
Three seasons of campaign evolution
Transitioning toward editorial-driven experience
The 2025 version reflects a transition toward a more editorial-driven experience, introducing stronger storytelling and curated content sections within a traditional commerce framework. While key modules like New Arrivals and product grids remain prominent, new elements such as lookbooks, guides, and editorial groupings begin to shape a more content-led direction.
A commerce-led foundation
The 2024 version reflects a commerce-led experience, prioritizing product visibility and merchandising over content and storytelling. While key modules such as New Arrivals and product grids drive discovery, the experience lacks clear hierarchy and content structure—resulting in limited editorial depth and a less guided user journey.
Impact
New & Now is a high-impact editorial destination that plays a key role in site engagement. The redesign aligns performance insights by prioritizing high-performing content, improving visibility above the fold, and creating a scalable foundation for ongoing updates and growth.
Visit New & Now