Revamping a website experience for a leading retail brand
How might we redesign the ION Orchard website to offer a world-class digital experience to all their customers? We dived into in-depth research to design a new, more premium look & feel with an improved content architecture.
Client
Large real estate and property developer
Industry
Consumer retail
Services
Research & Insights, Product Design
The challenge
Being a renowned global destination, the client aspires to offer a world-class digital experience that caters to every customer, whether they are residents or tourists.
The main objectives of the client's team were to develop a modern visual website identity with an improved content discoverability as well as establish a user-friendly content management system for their website that streamlines content delivery for their customers
Discovery workshop to assess the new design direction
Discovery workshop to assess the new design direction
The approach
Our strategy was built around 4 core activities, aimed at redefining ION’s digital experience with a focus on luxury and usability:
Evaluative research
Assessed the current Information Architecture and refined it, ensuring seamless AEM CRM migration
Co-creation
Used insights from website analytics and user interviews to craft an optimised future-state sitemap and wireframes for enhanced User Experience (UX). User interviews included corridor usability tests and card sorting to understand the users’ mental models
Concept design
Facilitated design workshops and created two design concepts embodying luxury and sophistication to strengthen the brand’s digital presence and appeal
Design sprints
Planned and delivered five design sprints to address over 20 essential screens for desktop and mobile, along with developing a scalable design system and documentation to ensure consistency across the website
Sample desktop design screens
Sample design system documentation
The impact
1
Improved information architecture 🪜
5
User interviews 💬
20+
Unique responsive screen designs 🖥️
Our work resulted in measurable improvements across multiple dimensions, enhancing ION Orchard’s digital presence and operational efficiency:
Enhanced Brand Perception: Elevated the brand’s image as a premium retail destination, appealing to both local and international customers.
Optimized User Experience: Designed a responsive and seamless web and mobile interface, boosting discoverability of previously hidden content.
Efficient Content Management: Streamlined workflows for sustainable and dynamic content updates, ensuring a continually engaging customer experience.
Like what you see?
Reach out to us today to discuss how our research and UX consulting services can help you create a real impact for your customers and your business in Singapore and Asia.