250+ million followers on social media and no way to own and monetize them.
KKW is a subscription-based app, built on top of a proprietary platform, that encompasses the world of Kim Kardashian West. With a focus on beauty and shopping, the experience provides Kim's legion of fans a ton of exclusives - makeup tutorials, original video series, personal photos, product release windows, live streaming, and more. I worked closely with Kim to design a vision and experience that is completely authentic and true to her, and that brings fans even closer into her world.
Role: Head of Design
UX/UI & Visual Design: Raphy Fedida, Joanna Figliozzi
One of the many features we developed was the ability for Kim to live-stream from within the app, wherever she happened to be at the moment, to her subscribers. This proved to be one of the most popular features in the app, and provided Kim’s fans the chance to be with her, live, in what was often a more casual and un-produced setting.
The conversion of a casual fan into a paying subscriber was the primary focus of our attention. Extensive testing and design iteration went into determining optimal timing and messaging.
Kim’s businesses were previously scattered around the web, making it unclear where to go to buy the latest products. We integrated all of KKW’s businesses – Beauty, Fragrance, Kids Supply – within the app, creating a single commerce destination. To sweeten the deal, subscribers often got early access to new product drops.
Beauty tutorials are something Kim and her fans are passionate about, so we knew they would need to be a prominent feature in the app. We produced the video shoots in-house, and during playback, below the video, synced the specific KKW beauty products being used by her makeup artist, making it simple for fans to purchase those products.
In an effort to bring fans into the app more frequently, we created Kimoji Kam – and Instagram-like method of applying Kimoji stickers to a user photo to be shared through messaging and social media.
Unique user profiles contain account info, and an easy location to find favorited content.
The KKW website we designed and developed shared much of content featured in the app, with the intent of capturing SEO traffic, inbound web referrals, and email addresses – and opportunities to convert fans to paid subscribers.