Fashion Unfiltered / Web App Case Study

FASHION UNFILTERED

Web App

Delivering a fashion-forward web application that doubled site traffic

Nolte partnered with NYC’s Harley & Co and Fashion Unfiltered to rebuild their web application for a massive improvement in performance, UX, and SEO.

THE PARTNERSHIP

Nolte partnered with New York agency Harley & Co to rebuild Fashion Unfiltered, one of the fashion industry’s most prolific news sites. Harley & Co envisioned an intuitive, navigable site complete with live stream for fashion shows and effortless search capabilities to allow users full access to Fashion Unfiltered’s impressive archives. Nolte’s technical expertise and project management brought this site to life in the time frame required.

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THE CHALLENGE

Harley & Co’s brilliant design and vision required close communication between Nolte and their design team, in order to translate their goals onto the site effectively, which included a great number of JavaScript interactions to greatly enhance the user experience for the brand. Additionally, Fashion Unfiltered required a massive migration: over 150,000 images and thousands of pieces of content needed to be brought over to the new site.

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THE JOURNEY

The updated Fashion Unfiltered site needed to be delivered within seven months. Over that time, Nolte developed a close relationship with Harley & Co’s design team to deliver the site. Working through an aligned vision, Nolte added many necessary features that keeps Fashion Unfiltered technically ahead of other industry sites.

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THE JOURNEY

In order to complete this project effectively, Nolte had to understand the vision of the partner organization, Harley & Co, the necessities of Fashion Unlimited’s application, alongside the needs of site visitors. With its huge archive and wealth of articles, it was crucial that we made the site easy to search, read, with great SEO to reach new visitors

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Harley & Co's Product Manager acted as the Product Owner of the project. We ran Agile ceremonies with them, including Stand Ups, Sprint Planning and Sprint Retrospective, to ensure an alignment of expectations

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THE SOLUTION

Nolte’s improved the site’s UX to include live stream capabilities, infinite scroll, advanced search functionalities, and double-click ad integration. Google Amp pages, Facebook Instant Articles, and improved SEO allows Fashion Unfiltered to continue its front-and-center status online.

DISCOVERY AND STRATEGY

During the discovery phase Nolte worked alongside the Suka team to ensure our technical approach was solid and the strategy for bringing the site live was sound. After participating in kick-off and discovery meetings alongside PKF and Suka, Nolte determined the design solution provided by Suka could be properly carried out by our technical team.

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96%

increase in search visibility compared year over year

101%

increase in overall traffic compared year over year

35%

increase in page views since launch

FROM PRESS

What Fashion Week Is Like For Katharine Zarrella, Fashion Unfiltered's Editor-In-Chief

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The fashion industry’s premier destination for news, commentary, & in-depth style coverage.

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