Role: Experience Design
Agency: DT
In 2016/17 I designed websites for AMP's Retail and Office and Industrial portfolio. With over 40 individual sites across two sectors the challenge was to produce customisable modular designs that allowed for individuality across each brand whilst solving a number of user pain-points.
In collaboration with key stakeholders we held interviews and workshops to determine business goals and brand vision. User interviews and existing analytics enabled us to dig into existing pain points associated with the legacy sites and align with the business on our approach moving forward.
Due to the nature of AMP’s offering it was determined that we would need to approach this project with two user groups in mind. Their retail portfolio consists of some of Australias leading retails centres such as Macquarie Centre, Pacific Fair and Karrinyup shopping centre while their office & industrial portfolio includes recognisable corporate buildings such as Quay Quarter Tower and 140 St Georges Terrace.
Retail Users primarily visit to check trading hours with search being the most used function on the legacy sites.
The focus for the business was to shift perception of the sites and increase usage through the introduction of fashion based content and offers.
The office and industrial sites are used by two audiences, those being current employees and prospective business’ looking for office space.
With some O+I sites containing retail sections the core function for was to promote the office space along with facilities in the surrounding area.
Based on our findings it was determined that we would minimise the main navigational element and utilise a hamburger menu across all screen sizes. This allowed us to hero the search functionality and surface trading hours for all sites with a retail offering.
We created customisable content modules which could be used in a number of configurations dependant on demographic. With the addition of video functionality and customised brand colours mapped to highlights and hover states, product owners were able to differentiate their offering and provide a unique brand experience for their users.
