Heather Shoon is the Senior Director of Product Design, Audience Experience at Vox Media where she leads a team of designers supporting its digital brands.
Vox
When Vox migrated to a new platform, we redesigned the site from the ground up, using our newly established design system as the foundation. The redesign modernized the Vox brand, expanded the article system to support richer editorial expression, and better connected Vox’s three core content offerings: written journalism, video, and podcasts.
Eater
As with Vox, when Eater migrated to a new platform, we redesigned the website, overhauling the front-end, using our design system as its foundation. We created a scalable multi-community system for its 100+ local sites, revamped the maps experience to improve venue discovery and browsing, and designed an expanded article system for increased editorial expression and variety.
Verge Follows
We launched Following on the Verge, a feature that enables readers to follow authors and topics, access a personalized homepage feed, and receive email updates according to their. The initiative was intended to drive account creation, increase CTR and reader engagement, and establish a foundation for future personalization.
New York Magazine
I worked across a range of initiatives for New York Magazine’s portfolio of brands, primarily focused on commerce and consumer revenue. My work included projects aimed at growing affiliate revenue through The Strategist and The Cut, optimizing the paywall system, and contributing as a product designer on the Curbed redesign.
The Strategist: Best in Class Redesign
“Best in Class” articles are The Strategist’s flagship evergreen shopping guides. We overhauled the template to improve organic search visibility while creating a more streamlined and intuitive product browsing and comparison experience for readers.
The Cut Shop
As The Cut expanded its commerce ambitions, we designed a dedicated shopping hub to support the initiative, along with sitewide recirculation modules and a badging system that identified affiliate-enabled shopping content.
Popsugar
As part of Popsugar’s rebrand, our team participated in a one-day design charrette to quickly explore new visual directions for the site and brand. This was my concept from the sprint.
Birchbox
Birchbox pioneered the monthly beauty subscription model, using personalized samples to drive e-commerce purchases. I built and led the product design team focused on the site experience, connecting the delight of the physical box to digital, using education and storytelling to build trust and drive purchases, and creating a compelling top-of-funnel experience to drive subscriptions.
