Region Group, formerly SCA Property Group, underwent a significant rebrand – adjusting their name, identity and even their ASX ticker. We were engaged to translate and evolve this identity digitally, with the launch of the new Region Group corporate website.
UX Research & Persona Profiling
User Experience Design
User Interface Design
The primary challenge was to ensure a seamless transition to a new brand, new domain and new content architecture. The previous Information Architecture (IA) was dense and unnecessarily complex. We worked with key stakeholders in the first phase of the project to re-priotiise, sort and consolidate parts of this IA.
We worked with the client to understand that their audience is primarily investors interested to explore their portfolio of shopping and retail centres. Accordingly, a considered primary navigation was designed, with an interactive sub-menu to reduce choice paralysis and allow drill-down. In addition, and through use of rich media and animations, we brought to life the new brand. We utilised typography to soften the density of some text areas and also created a much more interactive portfolio of their shopping centres.
In addition, various looping videos and animations were included to boost user engagement. This is evidenced in a 28% increase in web engagement since the new website’s launch. In addition, mobile engagement has increased by 30% due to the adaptive nature of the portable device experience. Our work with Region Group continues as we now look to transform each of their 100+ shopping centre websites across the portfolio.
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