A robust system, able to handle the needs of 330+
destinations of retail, food, and lifestyle, at an evolving centre that is at once a neighbourhood hub and an international destination.
Information is only entered once and automatically surfaces in all relevant areas of the website, in various formats, and shown/hidden on a schedule when necessary.
Customer experience is prioritized, showing the most commonly desired information first; then offering deeper, yet relevant information to help the customer on their journey.
Whether informational or editorial, content is
relevant and engaging, making connections to additional content for customers to discover information, products, and destinations of interest.
Serves the needs of multiple departments and types of destinations (stores, restaurants, entertainment/lifestyle, services) within the centre.
Integration
with multiple systems, with data taking on the brand’s visual identity whenever possible.
A living example of the
brand. The website’s aesthetic complemented all marketing materials. Layouts dynamically adjusted based on the availability of content, maintaining cohesion. Every decision exemplified the brand philosophy of exceptional service.
Contributions
An eventful place
With a strong identity of its own and an increasingly distinctive vibe, the centre required its website to instantly provide visitors with a sense of eventfulness and ability to engage with it on a meaningful level.
Not to be thought of as simply another building with stores, the homepage established the centre as vibrant and offering worthy experiences, including elevated services (online and in person), events, and desirable brands.
The homepage also includes a feed of the latest articles from the centre’s own digital publication, discussing topics that tie into the centre’s offerings, including interviews with industry experts, both written and in the form of a first-of-its-kind podcast.
The best Hours page in the world
Operating hours are one of the most commonly sought-after sets of information about a business, and when it comes to a complex with hundreds of destinations, you need to know—and manage—a lot more than just “when are they open?”
Parking: That’s the spot.
The award-winning parking map significantly improves one of the most common pain points of a large, popular centre: quickly finding a spot. It clearly indicates all major parking lots, colour-coded to give customers an idea of how quickly they’ll be able to park.
To assist with navigation, all entry points from surrounding streets are indicated. Selecting a parking lot, entrance, or key destination provides directions to that specific location in the default maps app on the user’s device.
The Parking Map graphic is “smart” and updates by communicating with a parking sensor system to the determine occupancy status of a parking lot.
Plenty of room for media
While most of the website is tailored to customers, the Media Room caters to Public Relations and Media personnel. Modelled after the website’s lifestyle editorial, the Media Room provides a user-friendly, on-brand experience that makes accessing information relevant to media a breeze. We consulted with top-rated Public Relations professionals and audited the PR/media sections of popular websites to provide the best possible experience for this important audience.
A lot more in store
Like a team of seasoned butlers, each of the 330+ directory pages is designed to consider what a customer might be looking for, and looking sharp while doing it.
Every page element helps with understanding if the destination is the right fit for the customer’s needs, and how to contact, navigate to, and identify the destination.
Search that satisfies
Search should be simple, accurate, and responsive. The initial search experience rapidly displays the top results in all relevant categories, updating as you type, complete with names and logos/thumbnails.
When you view all results in any category, you are taken to a list of search results, presented in a familiar search-engine style. Results are sorted by category or reverse-chronologically.
The feature integrated with the store directory, website content (including blog-like articles, podcast episodes, static pages, promotions, and events), and an online shopping platform that displayed products from multiple stores, without having to leave the centre’s website.

Formidable productivity boosts
Even something as mundane as a form can set the tone for the level of service that was offered by the centre and that a brand stands for.
Friendly, informative pages included time-saving forms for customers, tenants, and tour operators. This streamlined daily operations for multiple departments, and resulted in faster response times for customers.
Hubba Hubba
Hub pages take advantage of the automation features of the website. These pages, which are themed around a specific holiday or event, display their own content and connect to relevant content and features from other areas of the website, with seamless integration into the page’s layout.
Hubs are designed to help customers plan their visits to the centre, informing them of relevant services, events, activities, promotions, and programs in one convenient place.
Additional Features
Results
This website was more than just a set of informational pages; it was a truly interactive, responsive, and “smart” web application, which automated many tasks and facilitated the needs of multiple departments and customers alike.
It provided a consistent digital destination for many successful campaigns, integrating with social media and other systems, both internal and external. It vividly represented the brand with its design integrity, cosmopolitan appeal, and a deeply ingrained service-oriented approach.
With its multifunctional nature, and accessibility considerations from the ground up, it played the starring role in the centre's SEO and overall online presence.
Analytics
- Visitors increased from 2.1 to 2.2 million in the first year (2016)
- Referral traffic increased by 45.5% in 2017, followed by 153.5% in 2018
- Direct visits increased by 7.5% (2018)
- New users increased by 64% (2018)
- By the website’s final year under my direction (2019), it achieved a 44.3% increase in unique visits, a 55.1% increase in total visits, a 169.6% increase in page views, and a -24.5% reduction in bounce rate compared to the previous year.