Washington Prime Group Redesign Case Study

The Ask

As a key player in the retail space, Washington Prime Group already knew the importance of the customer experience. They wanted their individual property websites to reflect that vision. 

Our strategy, creative and development teams took charge of a website re-design that needed to be seamlessly applied across multiple malls. Adding to the complexity, the content had to be editable by both the corporate office and each mall’s specific director. This advanced level of authorship would be key to the project’s success.    

The Approach

Why do customers visit mall websites? They’re looking for store directories, hours of operation, upcoming events and more. We created a modular design that helps customers easily access this information. Take the homepage for example, which finds lifestyle imagery and strong call-to-action copy working together. Amenity descriptions and the About Us page were given a creative copy refresh as well.  

Of course, mall directors needed to be able to add events, sales and imagery unique to their location. We solved this by choosing an industry standard CMS, Progress® Sitefinity™. Not only could it centrally manage multiple sites, but it enable mall directors to update their own specific site effortlessly. To further connect with customers, a first-class email provider was used to grow email lists and communicate promotions.

The development team had to bring serious muscle to this project. Their attention to detail and unmatched talent rewarded users with a seamless experience across all mall websites.

Services

  • User Experience Design & Development
  • Content & Creative Strategy
  • Platform Implementation & Integration
  • Responsive Websites & Mobile Applications
  • Information Architecture

The Outcome

Washington Prime Group’s individual property websites no longer felt disjointed or off-brand. Suddenly, they had a uniform look that engaged and informed customers simultaneously. Responsive design translated to web and mobile. Editable modules within a straightforward CMS brought greater flexibility to future updates.   

-25%

Decrease in bounce rate 

 

 

+30%

Increase in viewing time

+26%

Increase in traffic to store / dining directory 

2017

Multisite of the Year Award from Sitefinity™