2011-2013 / Data Driven Marketplace
Design a data-driven marketplace to buy on-trend home & fashion products.
Uncovet algorithm sourced and sold trending products.
I designed the ux, art directed the brand & site, and designed the ux and vsd for the iPhone app.
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Uncovet is our favorite new e-shopping destination.
- Nylon Magazine
Guiding Principles
Buying stuff online was not yet commonplace so our marketplace needed on-point curation with social validation, urgency and personalization.
Style Graph
We developed a ‘style graph’ algorithm based on Pinterest influencers and Bloggers to find trending products that matched up to our personas.
Members Only
The member-only site included an intensive on-boarding flow from sign up/welcome, 2x a day product emails, discount emails, inner circle benefits to customized product feeds.
Social Proof
We wanted the site to feel like a social network - showing people sharing, purchasing, and rising to the top.
Press
Refinery29 / 5 Things To Know This Am: Uncovet x Alternative
Refinery29 / Preview of Downtown Project Tech Cocktail's space designed by Heather Lipner
Racked / LA's Six Twenty Taps 25 Women in Business
Panelist at Rising Stars of Fashion Tech
Panelist at Beautycon: Vision to Visionary
BK Inspiration / Featured in French BK Inspiration Issue
An Office to Covet: An Interview with Uncovet’s Founder Heather Lipner
Women-launched fashion tech startups emerge in LA.
Fast Company / Most Innovative Companies 2013
E! News / On E! News Predicting what will be on nyfw runways
Gal Times / Heather gets interviewed on GalTime selecting the best things to splurge on yourself this Vday
Apartment Therapy / The newly famous #cord taco gets its own feature on Apartment therapy
Celebuzz / Heather gives style advice on Celebuzz
Refinery29 / 4 L.A. Tastemakers Get Dope Desk-Overs — Peep The Before & Afters!
Paper Mag / Gift Guide - 50 Gifts Under $100
New York Times / Holiday Gifts With Soul
Heather speaks to FOX / KTLA / Chicago Tribune / Video Segment on Holiday Trends
Glamour Mag / 4 California Cool Outfits from Uncovet.com Founder Heather Lipner
Heather guest blogs for The Nest / Basic Training: Create a Cozy Nook in Your Home
Extra TV / Heather forecasts Fall Trends for Extra TV Fall Fashion Trends
VSL / Heather Curates for VSL Bill Murray's Iconic, Smile-Inducing Style
VSL / Heather Curates for VSL Skateboard Chic That's Actually Chic
Digital Style Digest / profiled
Bheaded / Apartment Tour
Publications cover launch of Uncovet.com: WWD / Forbes / Nylon / Techcrunch / PSFK / Daily Candy / Racked
Foam Magazine / Foam Visionaries: Heather Lipner of Uncovet
Racked / Profiled
Uncovet was backed by Javelin Venture Partners, Siemer Ventures, angel investor Paige Craig and Science Inc.