Fraser's Property | Infusing the Online Experience with a Retail Flair
- Laura Smith
- Aug 7, 2024
- 3 min read
Updated: 6 days ago
A redesign of the retail property websites to emulate the modern sophistication of their in-person experiences.
Project: Fraser's Property, Retail
My Role: Senior UX Designer
Expertise: Visual Design, UI Design, Interaction Design, UX Audit, UX Research, Workshop Facilitation, Design Presentation
Overview
In the last few years, Fraser's Property have built multiple local retail hubs that are not the average corner shopping centre. These are modern & sophisticated architectural designs that offer a shopping & dining experience for the locals to enjoy.
The associated websites however did not match the retail flair that the in-person experience offered and so this project focused on the design of a new component library to produce one uniform website structure, to which each of the individual property brand guidelines were then applied.
My Impact
Planned & facilitated a virtual discovery workshop with the client stakeholders to determine project goals & objectives, review & discuss initial design research then as a group, ideate for the design of the new component library.
Completed design research & ideation for a set number of new components, including store search & discovery, header content banner, signup banner and location popularity radar.
Produced lo-fidelity wireframes for the newly proposed components and pages, with a focus on the mobile first experience; these wireframes were then presented to the client to gather feedback & implement amendments.
Applied visual design to the wireframes to produce high-fidelity designs for two retail property websites; the existing brand guidelines were print focused and so part of this project brief was to translate these for the digital experience.
Presented the final library of components and high fidelity designs to the client, gathering any remaining feedback for one final round of amendments before preparing the assets for build & development.
Component Design with Retail in mind
A priority ask from the project brief was to design custom components that would support a seamless digital to in-person retail experience.
Shown above, this included a global widget that would display store capacity levels. Clicking this widget from the main navigation would expand a vertical tray, displaying a graph for the daily retail centre capacity.
A custom retail store search widget was designed with intuitive features which allowed users to search across categories for 'stores,' 'dining' and 'entertainment.'
An audit was conducted across the Fraser's Retail websites, for both mobile & desktop, followed by the audit of top competitor websites. This helped to identify gaps in the online experience for Fraser's property sites but also determine new opportunities & best practices to deliver a newly improved user experience.
Results
With the delivery of a mobile-first component library and clear guidelines to apply each of the property's brand styling to the associated website, the client was positioned to scale these designs across their wider portfolio of retail property websites.
This has created long-term value for their marketing team and wider business, to manage these websites in-house and properly reflect the in-person experience of their retail locations in the online user experience.
What's next
The designs were successfully finalised mid-2024 and moved to the build and development stage.
For any questions regarding this project or any of my other work, please do not hesitate to get in contact.
