South Molton Triangle, a landmark development in London, required a website that aligned with its vision of becoming a world-class destination for offices, retail, restaurants, and leisure. The original website struggled to communicate the vibrancy and international significance of the project. My task was to redesign the website to reflect its ambitious goals, improve user engagement, and provide a seamless browsing experience.

Challenges

Outdated Design: The original website lacked a modern aesthetic and failed to represent the project’s sophistication.

Complex Navigation: The website structure was cluttered, making it difficult for users to find essential information, such as construction updates and project summaries.

Ineffective Communication: The key message about SMT’s significance was lost due to poorly designed layouts and lack of impactful content placement.

Limited Interactivity: The previous design did not encourage user interaction or engagement with features like CGIs, walkthroughs, and community updates.

Audience Analysis: Key stakeholders included local businesses, residents, prospective tenants, and the general public interested in the development.

Competitor Benchmarking: Studied similar high-profile development projects to identify best practices in design and functionality.

Modern Aesthetic: ✓ Introduced a clean, contemporary design with an emphasis on white space and clear typography to enhance readability. ✓ Used the SMT brand colors strategically to highlight key sections without overwhelming the user. Streamlined Navigation: ✓ Created a simplified menu structure with clear categories: ✓ Construction Updates, Project Summary, Community Liaison Group, History, and Sustainability. ✓ Added quick links to essential pages like contractor contacts, CGIs, and newsletters. Enhanced User Experience: ✓ Designed an engaging homepage that immediately communicates SMT’s purpose with a bold hero section and dynamic imagery. ✓ Introduced interactive elements, such as clickable maps, project walkthroughs, and a timeline of construction updates. Improved Accessibility: ✓ Ensured the website is mobile-friendly and adheres to accessibility standards, making it usable for a diverse audience. Community Engagement: ✓ Dedicated a section to the Community Liaison Group, providing updates and encouraging participation through a “Get in Touch” feature.

Visual Redesign: Revamped the website’s look and feel to resonate with SMT’s international significance. For example, used high-quality CGIs and walkthroughs to showcase the project’s scope.

Content Strategy: Refined the language to be concise yet impactful, emphasizing SMT’s role as a premier destination.

Technical Enhancements: Optimised loading speeds, ensuring seamless browsing across all devices.

Interactive Features: Added a construction timeline and integrated video walkthroughs to make the site more engaging.

Overwhelming layouts with inconsistent branding. Lack of clear navigation, causing user frustration. Minimal use of interactive and visual storytelling elements.