The Challenge

Based on Flightpath's successful reinvention of Condé Nast's cartoonbank.com site, the renowned publishing house approached our e-commerce team for another major task - the creation of a refined yet spirited web-shopping destination for readers of The New Yorker. Retaining the elegant and timeless branding of the magazine was imperative. Equally important was creating back-end functionality that could handle a large inventory and high volume of online transactions. Finally, the site needed to flawlessly interface with third-party financial transaction software and legacy databases.

The Solution

Tone, imagery, palette, mood ... Each element, crucial to the reader's experience, was translated to The New Yorker Store site's architecture and layout in a way that definitively communicated the strength of the brand. The browsing, shopping and purchase paths were designed to mirror the simplicity and elegance of the print version of the magazine. To manage the back-end demands of this heavily trafficked site, the store utilizes Microsoft Commerce Server and a custom-tailored SQL database. Flightpath further employs HBX Analytics from Web Side Story to provide actionable analytics and insights, allowing us to regularly modify the site to increase sales and encourage customer loyalty and visitation.

The Result

An e-commerce user experience that has triggered millions of dollars in sales yet remains as pleasurable as reading The New Yorker.