YNAP upgrades mobile apps
Written by Peter Walker
Yoox Net-a-Porter (YNAP) Group has upgraded its iOS app as part of a wider mobile innovation programme.
Users are promised a smoother, faster commerce experience, featuring even richer content on product pages and a new shoppable editorial platform including travel tips and ‘what to wear’ recommendations.
The online luxury and fashion retailer’s app also now incorporates an in-house developed design system - Hive - to create a highly visual and seamless journey.
Hive is built on modular and reusable components, enabling the group to rapidly introduce new features. Relaunched in December 2018, the Mr Porter app was the first to be redesigned using Hive and now both it and the Net-a-Porter apps share not only a common design language, but a code base enabling new features to be rolled out across both simultaneously.
Over time, the new data analytics layer released as part of the refresh will enable the delivery of even greater personalised content, tailored to the individual customer.
This flexible framework will provide a strong foundation for capabilities such as image recognition, natural language search, virtual personal styling, tailored search results based on the shopper’s size and location, and screen sharing.
The app upgrades are part of a re-platforming currently underway across the business, laying technology and logistics foundations for the future. It will see Mr Porter and Net-a-Porter migrate onto a new technology platform and leading logistics operation, letting customers see and shop from the totality of the product and selection held worldwide.
More than half of YNAP customer purchases are now made on mobile and growing rapidly. Recent developments include an upgrade of the Yoox app with new design features including Yoox Mirror – a styling tool where customers can interact with brands and products to create a personalised look. Other developments include the launch of The Outnet’s native checkout feature, and an intelligent gift finder chatbot via the Mr Porter app.
Last week, the group was also amongst the first multi-brand retailers to launch Instagram Checkout, letting YNAP’s combined 4.5 million followers shop its products without having to leave the Instagram app.
Alison Loehnis, president for YNAP’s luxury division, commented: “The new design is smooth and intuitive, giving our world-leading brands an even more visual platform and elevating our digital content experience to new heights.
“As a mobile-led business, always seeking to innovate, the technology allows us to be even smarter behind the scenes, meaning we can give everyone a unique Net-a-Porter experience that will be further personalised over time.”