Concept collage for WGSN Stream: a phone showing a Collection Review card for Key Items – Women's Skirts A/W 23/24, a Wrap Skirt trend card and an orange Action Points card, with Trend Forecast, Expert's pick, Macro Forecast, colour swatch, Catwalk Overview and Future Strategies cards spread either side and running off the edges

WGSN Stream — Concept Development

Find the dynamic format and presentation that will drive engagement and reflect WGSN's position as a design leader within the design industry we serve.

Role

Design direction

Design

Overview

In H1 2023, WGSN set out to make trend content faster to get through without losing its depth. Dynamic Cards was the design concept I led in response.

The Challenge

NPS feedback kept surfacing the same request: reduce lengthy articles to nuggets of trend information by category, with a path to full detail when it's wanted.

Two pie charts: Problems to solve — relevancy, discoverability and engagement — beside Solution hypotheses — atomisation, personalisation and presentation

Content composition block: 60% category specific content, 20% macro trends, 20% horizontal content

Approach

Breaking Trend Content into Atoms

Blue sky thinking, mobile first, buyers as the initial audience.

Three hypotheses: atomisation (smaller content units), personalisation (surfacing what's relevant), and presentation (the right format).

The Dynamic Cards concept: a phone showing a stream of cards, with each card's supporting content — catwalk key colours with their year-on-year shifts, and a row of yellow colour swatches — running off the right edge of the screen, reached with a swipe

Building Dynamic Cards

A personalised stream that dynamically aggregates content by relevance and recency.

Fluid. Lightweight. Instant. Conversational. Utilitarian.

Customisable by category. Each category is led by a data card showing its performance over time.

Micro and macro cards. A card can be an image, a hashtag, a data callout, or a full report, pulled in by relevance and recency. Related cards group into a collection.

Swipe to explore. Supporting content sits alongside its parent card, reached with a swipe.

Detailed view on demand. Every card opens into a dedicated view — images, data, or text and action points — without leaving the stream.

Two phone screens, Skirts and Print & Colour, each led by a data card — a total skirts full stock index at 3.52% and a fastest-rising colours chart at 8.1% — above a filterable grid of cards. Annotations read: the Stream is customisable by categories; dynamic charts provide the overview of the category and its performance over time where relevant