Rebuilding a LIVE HAPPY journey on Cityplaza's revamped page
Rebooting the LIVE HAPPY creative theme
After 5 long years of service, Cityplaza’s website was in need of a makeover. Recognizing the limitation the original website had in terms of the experience it offered to shoppers, we overhauled the site structure, design, and content based on the rebranded LIVE HAPPY theme to create a more intuitive and engaging journey for shoppers.
SERVICES
INDUSTRY
LEAD TIME
3 months
YEAR
2020
Opening up the doorway to LIVE HAPPY with the revamped website.
To maximize Cityplaza's digital presence and opportunities, we deepened the meaning of LIVE HAPPY by offering shoppers a friendlier and more engaging experience.
Explore Cityplaza like you never had before
The homepage now welcomes shoppers with a search engine, where shoppers could look for things they have in mind specifically (e.g. finding parking location when they're driving or grabbing a burger for lunch) or get introduced to trending topics around Cityplaza. The experience is designed to provide an intuitive journey as they explore Cityplaza on web.
Made for desktop, *optimized for mobile*
User-centricity is at the heart of our design and we see good mobile experience as more than just responsive web design. Having identified shoppers' behaviors and expectations, we brought the navigation menu to the bottom in the mobile version to keep interactions simple, easy, and goal-driven on larger and smaller screens.
Create personalized content for target segments
Extending the LIVE HAPPY brand concept in our communication, we created content that takes target audience into an immersive and delightful experience. The Plan Your Day section is an exemplification of hooking shoppers of different segments to spend their day in and around Cityplaza's neighbourhood to explore the diverse offerings Cityplaza has to offer.
Experience made not just for shoppers, but also web administrators.
Major complaints web administrators had with the previous site were the complicated content update procedures and rigid content structure available across pages. To tackle these problems, we developed component-based design to facilitate CMS development while giving web administrators more flexibility in structuring pages differently.
Credits
Vincent Ma / Project Lead
Kelly Lau / Project Executive
Don Chan / Creative Director
KC Leung / Senior UI Designer
Jasper Wu / Senior Copywriter
Results
- Bronze / Excellence in CX/UX, Marketing Excellence Awards 2021
