App design
Creating the Stuff app, an engaging and best-selling digital magazine on iOS
As one half of the design team, I delivered a cutting-edge interactive version of Stuff's monthly magazine that quickly became one of the top downloads on iOS.
This video showcases the polished designs and user-friendly experience I crafted for the Stuff magazine app.
Situation /
As a Digital Designer at Stuff, I was part of a two-person team tasked with creating the magazine’s interactive iPad app.
Over the course of five years, I worked across Stuff’s digital and print channels, including the website and social media, while continuing to evolve the app. During this time I was promoted to Senior Designer and gained more responsibilities which included proofing and signing off designs.
Task /
Stuff’s main competitor, T3 magazine, had already launched a successful interactive app. My role was to help create an app that not only competed but surpassed it, offering a best-in-class digital experience that would drive sales and engagement.
At the same time, Stuff’s pricing model shifted to offer new digital-only and print+digital subscriptions. The quality of the digital experience became a key selling point for readers, requiring us to deliver a highly polished, cutting-edge app that aligned with Stuff's brand.
Action /
I was responsible for repurposing print content into a dynamic, interactive format, incorporating digital-exclusive features like videos, 360-degree images, interactive overlays and animations.
The aim was to create a polished and engaging user experience that took advantage of the opportunities digital offered over print, while maintaining the magazine's editorial voice and premium feel that the audience expected.
“I have well over 200 apps gathered over the years of different kinds of magazines, games, productivity apps, books and so on and this app is very close to the top in terms of presentation, loading, content and pricing.”
5-star review
Collaborating with top-tier creatives
I worked closely with world-class photographers and illustrators, art-directing photo shoots and commissioning bespoke digital content. This allowed us to deliver visually stunning, interactive designs that kept readers engaged and excited about each issue.
Sharpening my copywriting and content design skills
Beyond design, I regularly edited and repurposed copy to fit the digital format, which sharpened my content strategy and writing skills - assets that I now apply to every digital project I work on.
I haven’t stopped learning in this area, and in 2024 I gained a Foundation in Content Design with Content Design London.
Designing with autonomy and creativity
With gadgets and entertainment to work with, I had access to a wealth of stunning imagery each month, as well as the ability to create or commission my own.
Taking advantage of the creative freedom in my role, I crafted eye-catching designs and interactive experiences that reflected the magazine's playful spirit.
“Massive amount of content, every page not just adapted but truly optimised for iPad. It all looks and works absolutely top notch.”
5-star review
Listening to user feedback
Being a monthly product, iteration was built into the product by its very nature. We made sure to listen to user feedback, whether direct to the editorial team or through app reviews.
In the first few issues it was apparent that while the vast majority of the audience told us they loved the interaction in the app, a small minority found the navigation frustrating to the point of annoyance.
Ensuring we didn’t sacrifice usability in the pursuit of innovation
We responded to this by focusing on usability and simplicity in the UI, without negatively impacting the tech-oriented, sometimes visually complex aesthetic that we know the majority of fans love and expect of the magazine.
It’s a tricky balance to get right, as not all readers are the same and it’s impossible to please everyone. However, by focusing on usability we improved the base experience for everyone.
The reviews after changes we made to simplify the navigation were much more positive, with some referencing the change directly, which was gratifying.
Before /
“I found myself getting annoyed the more I read the magazine with all the fancy and pointless swiping, clicking and turning.
3-star review
”Agree with the previous reviews complaining of unnecessarily complicated navigation through the magazine. You end up wondering whether you have read the whole magazine because of this.”
1-star review
After /
”Have downloaded Stuff before and found it a bit over complex to navigate, this re-design has clearly addressed that and this issue is very enjoyable.”
5-star review
”The redesign is fantastic and a huge improvement on the original version. UI very smooth and can find all the content!”
5-star review
Result /
The app quickly became one of the best-selling apps on the Apple Newsstand and was nominated for an industry award in its first year.
I received the Colleague of the Year award from Haymarket Media Group for my collaborative approach to work on the Stuff iPad app. This was from across hundreds of employees and came with a trophy and a £1000 prize.
User feedback /
“Great mag… Reads like it should! Lovely subtle interactive navigation.”
“Been waiting for this a really long time. But it has proved to be well worth the wait. Love how interactive it is, it’s truly the best app for gadget lovers like myself. Especially love the layout of the Top 10s.”
“Very good app, beautifully presented.”
“It’s great being able to read stuff on my iPad and now iPhone! Works great across both, good job guys! Much appreciated!”
Digital Edition of the Year
PPA Digital Awards
Nominated