Westfield retailer Portal
Role: Lead Designer
The concept was to create a portal that allowed retailers to publish their content, campaigns, offers, and events. This brand-new product was designed to place retailers at the center stage, empowering them with a cutting-edge CMS platform to showcase their offerings.
From a retailer perspective, the NEW ScentreGroup Portal was about giving them a platform on which to shine and bringing their content and energy to life (vibrancy).
A digital storefront that provides the opportunity to present the essence of their in-store experience. Customers will see their latest campaign images, explore their brand and see in-store offers or experiences. Essentially, we’re enabling the retailer to entice the customer into their store. It gives them the power to bring their brand to life as they see fit. Purpose was to create a connected customer experience tailored to their brand, for their customers.
The portal enables them to create their store page. See GLUE STORE page here
We started mid-Feb as a small alliance of 5 people. We had 7 weeks to build a Minimum Loveable Product (MLP) product, design and do ongoing user testings and about 8 days to QA, push in prod and QA again.
We did a lot of retailer usability testings: Quantitative Usability Testing (Benchmarking). The purpose was to understand how retailers (real users) interact with the Scentre Group Partner Portal (via the prototype) and to make changes based on what we learn. Our key main focus was to ensure it was easy to navigate, easy to perform core and simple tasks, easy to ask for help, and it adds value and purpose for them.
In those sessions, we asked them to tell us: if you were to upload an offer, how would you do that through the portal? And observe them as they go through the task.
In addition, we also focused on their language and content type via usability testings and card sorting exercises to resolve how we name each of the core sections and determine the IA.
UI LIBRARY
Below are the UI I designed, branded Scentre Group. The portal was launched before the new consumer website and NEW Westfield brand, I’ve made it simple to easily switch to the new UI pattern library once .com.au went live.
Given the short amount of time we had to create the Portal V1. we were more focused on the UX and IA as for phase1
RETAILER STOREFRONT
A space for brands to own. Westfield gave the retailers a space to shine through a digital storefront. We allow the store’s personality to show - through visual hierarchy and the ability for the brands to customise their page through the portal.
CUSTOMER BENEFITS
A richer representation of the store / brand to entice a visit
- easy access to information and utility such as opening times and offers
- related content and experiences allowing for exploration across the centre
- Opportunity to browse services, products related to the store
- Exposure to the brands offers