Contentful Website Migration

/ CLIENT

Urban Outfitters, Inc.

/ PROJECT TYPE

Website rebrand and CMS migration

/ DURATION

6 months

/ DELIVERABLES

Website

/ BACKGROUND

Urban Outfitters, Inc. is a portfolio of global consumer brands comprised of Urban Outfitters, Anthropologie, Free People, FP Movement, BHLDN, Terrain, Menus & Venues, and Nuuly. As an in-house practitioner I owned the content strategy for global communication channels.

/ APPROACH

My approach to this project was iterative and ongoing. The foundation for URBN has always been creativity, communication, and collaboration – embodying these pillars through our places, people, and programs was paramount.

The existing website was on legacy systems and had not been reviewed in years. We began the redesign with audits of the existing site, competitor analysis of like sites, and interviews with the c-suite about what they wanted the new site to embody. We did a number of other discovery activities including card sorts, workshops, and content mapping with cross functional stakeholders.

/ OUTCOMES

The new experience was redesigned, architected, migrated into Contentful. The goal of this project was to build a white label website that could be easily managed by PR & Communication teams who were looking to improve scores on various indexes. Due to our work, the brand was named Top 10 Movers This Year by the Fashion Transparency Index.

/ HOME PAGE

Before

After

/ ABOUT PAGE

Before

After

/ PRODUCT UPDATES

Due to the success of our first launch. We continued to iterate and improve on the product. Here is one example outlining encasements to the blog section of the site.