Complex NTWRK

I designed an e-commerce experience that integrated NTWRK into Complex.com's brand post-acquisition.

KEY IMPACTS

launched with over 50 brands on day one
currently receive approximately 1M monthly users
supporting over $100M in revenue

MY ROLE

Lead Product Designer. I designed a mobile-first shopping experience that leveraged Complex.com's social media presence to introduce users to NTWRK's e-commerce platform.

What was at stake: Complex users came for media content, not shopping. If we pushed them through a traditional homepage-to-shop flow, they'd ignore it. We risked launching a shop that existing Complex users would never discover or use.

Why I made this decision: I led the integration strategy by auditing both Complex.com and NTWRK's e-commerce platform, mapping information architecture concepts, and designing how the platforms could merge visually. Because Complex's audience lives mostly on social media and not on on Complex.com's homepage, I decided to design mobile-first product pages optimized for sharing on social media. When users clicked through from Instagram or TikTok, When users clicked through from Instagram or TikTok, they'd land on pages that felt native to mobile, giving them a seamless shopping experience while subtly establishing Complex as a shopping destination.

THE CHALLENGE

After acquiring Complex, NTWRK needed to merge two platforms: Complex's massive media reach and NTWRK's exclusive access to celebrities, brands, and limited drops. The goal was to create a unified media and shopping experience where music fans could browse Complex content and purchase both exclusive drops and evergreen merch.

edwinsocrateslara@gmail.com

Get in touch!