3 days Berlin was upside down. At least when it comes to fashion. Because the third "Bread&&Butter" by Zalando took place as a public festival with interactive fashion shows, music, brand staging, exhibitions and talks on the digital future of fashion. And of course with shopping directly on site and on zalando.de.
For the very first time, the festival did not have its own website but an integrated area on the Zalando platform. A sensation! Brands are connected to the target group via event highlights, brand stories, sneaker drops and exciting new products. Perfect for the users and for the business of Zalando. I designed the information and content architecture for the B&&B hub.
On the basis of a comprehensive analysis of the Zalando website and the competition, I worked out the needs of the different stakeholders. I evaluated content and created user journeys. 3 sitemaps - Before, During and Always on - guarantee a user experience that is always perfectly adapted to the needs of the users.
- Target group analysis Generation Next
- The role of B&&B by Zalando
- Benchmark Analysis
- Vision for the hub
- Goals of the stakeholders: User, Campaign Manager, Brand Manager, Content Manager
- Implementation in page architecture:
Before: Minimum initial content, awareness, maximum ticket push
During: Event editorial and shoppable Contents, Exklusive Brands and Stories, New Drops…
Always on: Focus-Switch on Brands, Spirit through editorial content from the event