Chic List Featured

Litmus have highlighted Net-a-porter's Chic List email in their webinar on adaptive email developments.

For Net-a-porter's mobile initiative, rather than just produce a set of fixed templates, the idea was to devise a selection of flexible wireframing approaches which could provide interchangeable adaptations for mobile.

A further aim was for the project to evolve into a collaborative process between design and production. This would consist of raising awareness of development possibilities and best practices, whilst ultimately moving towards in house adaptive and scalable email production, and with only rudimentary coding experience required for the team to produce a variety of custom designs.

The first adaptive elements of alternative mobile navigation having been trialled successfully in May 2012, the fully adaptive emails were launched in March 2013 seeing increase in mobile sales of 10% in the first financial year of launch.

Below is a preview of some of the redesign concepts that kicked off the process. These were created to illustrate various approaches, and to demonstrate that in 'going responsive' we could still remain faithful to the style and feel of existing emails.

Original 'Fashion File'

Example of one of Net-a-porter's Fashion File Emails

Adaptive 'Fashion File'

With some subtle rearrangement we form the basis of an adaptive version of the Fashion File

The Edit Desktop prototype

The Edit Adapted Mobile Layout prototype