The project
In 2021, to tackle with COVID-19's challenges and opportunities, Mango launched an ambitious experiment: to transform its e-commerce into a curated multi-brand marketplace. The idea was to onboard a few carefully selected external brands—starting with Intimissimi and Rituals—and offer customers a richer, more holistic shopping experience, without losing the essence of the Mango brand.
It wasn’t about becoming the next Zalando. It was about expanding thoughtfully, bringing in complementary products, exploring new revenue channels, and giving Mango’s customers more value, without overwhelming them.
The challenge
This wasn’t a blank-slate project. We couldn’t redesign the experience or restructure the tech. The team had to build the marketplace on top of Mango’s existing e-commerce architecture—which meant working within tight design and technical constraints.
There was no room to add extra steps or new modules, so content had to do the heavy lifting. We had to clearly communicate that some products came from other brands, with their own pricing, delivery, and return policies—all without disrupting the familiar Mango journey or creating friction.
Every word and how they were placed mattered. We had to guide, inform, and reassure users, while making the integration feel seamless. It was a balancing act: stay transparent about what was different, while keeping the experience intuitive and cohesive.
Our role
Clara, our founder, was personally requested to lead the content work. As the sole UX writer on the project, she partnered closely with product, design, dev, and other stakeholders to own the content strategy and UX writing end to end.
The mission: to make sure the new multi-brand experience felt like a natural extension of Mango’s digital world—clear, elevated, and user-first.
Content strategy & UX writing: We led all UX content design across key touchpoints: product pages, cart, checkout, returns, FAQs, transactional emails, and more. We made sure third-party details were always clear but never jarring—helping users understand what they were buying and from whom.
Problem-solving within constraints: With the architecture locked in, we worked hand-in-hand with the product designer to find content-first solutions to UX challenges—often using copy to solve what couldn’t be changed in design.
Journey mapping & user insights: We took part in jam sessions and research activities to understand user expectations and map key friction points. This informed how and where we surfaced brand and policy info in a way that felt helpful, not heavy.
Localisation & CMS setup: We wrote all content in Spanish and ensured it was ready for localisation. We also managed translations through the CMS to keep copy aligned and scalable across markets.
Cross-functional collaboration: As the only UX writer on the squad, Clara collaborated daily with developers, PMs, designers, and internal content teams to align on tone, functionality, and implementation.
The launch of Mango’s marketplace wasn’t just a feature release—it was a strategic test that created lasting value.
It proved that Mango could expand its ecosystem without compromising its brand experience. The content-led approach helped introduce new categories, policies, and partners with clarity and trust, all within the constraints of the existing platform.
It unlocked new sources of traffic and revenue, with the app becoming the fastest-growing sales channel during the rollout. More importantly, it validated that Mango could offer more without overwhelming users—by guiding them with smart, intentional content.
Even though the marketplace was phased out in 2023 as part of a broader strategic shift, the foundations we helped build didn’t go to waste. The learnings, content patterns, and UX strategies shaped how Mango continues to scale its digital experience today—more user-focused, more flexible, and more ready to adapt to whatever comes next.
PROJECT
🔗 Mango
YEAR
2021 - 6 months
INDUSTRY
Fashion, E-commerce
SERVICES
UX strategy, content design, UX writing