Kim Kardashian
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. 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 authentic and true to her, and that brings fans even closer into her world.
Role: Head of Design
Design: Raphy Fedida, Joanna Figliozzi
One of the many features we launched 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 a primary focus of our attention.
Extensive testing and design iteration went into determining optimal messaging and timing.
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 – a fun Instagram-like method of applying Kimoji stickers to a user’s photo to then be shared through messaging and social media.
The KKW website we designed and launched 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
“In the future, everyone will be world-famous for 15 minutes”
— Andy Warhol
My 15 minutes was a design presentation to Kim that was filmed and featured on an episode of Keeping Up With The Kardashians.
This was the first major presentation to Kim and, like any human, I was nervous. The stakes went way up the day before when the show producers asked if I was okay with the presentation being filmed for the show.
Easily the most unique design presentation I’ve made. There was a moment during the presentation when the sun moved directly into my line of sight but, with cameras rolling, I didn’t dare shift my position!