Overview
A customer has come to us seeking assistance in designing a website for the biggest shopping center in their area. Although they already have a website in place, it only provides information about news and sales to shoppers. Our task was to create a brand new website, incorporating the latest industry standards and competitor research to present the shopping center in the best possible light online.
Goals
During the briefing, the client was presented with two challenges and tasks. The first was to effectively showcase the shopping center and its services on the Internet, while the second was to provide customers with easy access to all necessary information related to shopping and visiting. This includes details on ongoing sales and discounts, information about stores and boutiques within the shopping center, as well as guidance on how to get there. All of this information should be easily accessible with just a few clicks.
Research
To begin my research, I conducted a competitive analysis of websites in the same industry and interviewed several users to identify their needs and pain points. My findings revealed that users prioritize a quick and easy way to access necessary information and promotions on the shopping center's website. Additionally, users want to navigate through stores and boutiques quickly on their smartphones without searching for a map of the shopping mall.
Prototyping
After analyzing the data, I developed wireframes for all pages. I decided to use the mobile-first design practice. To ensure its usability, I conducted a feedback session with a small group of colleagues in the office. Based on their input, I made some layout adjustments. After a few days, I conducted a second round of testing, where I prioritized the content on the main pages and made promotions and sales areas more noticeable to users. Additionally, the need for effective navigation in the mall via the online map on the site was highlighted.
Final design
The website design we finalized has a concise and bright layout with clear navigation options. This makes it easier for users to quickly find the information they need or the store they are looking for in just a few clicks. Thanks to the "Mobile First" design approach, our website has a minimalist design that does not tire out the user and allows them to navigate through it quickly using their smartphones. Since we implemented the new design, we have observed a positive impact on brand awareness and trust. Furthermore, the conversion rate of website visits has increased by 52%, and the average session duration to 48%.
Mobile
Desktop
