SC Galerija Centrs web page re-design
SC Galerija Centrs web page re-design
Embedded Files
Project duration: 13 weeks Spring, 2022
Project duration: 13 weeks Spring, 2022
Role: galerija centrs marketing manager
Role: galerija centrs marketing manager
Responsibilities: Prepare tender, prepare creative task, manage re-design project, prepare navigation texts, contribute to IA, shape user personas, maintain page content after launch.
Project task
Project task
Since Galerija Centrs brand changed positioning, made brand uplift there was a task to re-design all communication channels. Web page was the main platform to deliver brand's new visual elements, values and story to new customer segments.
Marketing task: reposition Galerija Centrs brand from historic fashion shopping center to contemporary shopping center with emotional added value for young adults working and living close to city center.
User personas
User personas
Iveta
42 y. state office worker, works close to Galerija Centrs, have grown up kids, likes shopping on her own or with a friend. Before lunch checks offers and location of her favorite store to buy something new for herself.
"I am a practical woman and I will go to the closest shopping center. I know my taste and there are stores I rely on."
Ingus
Ingus
Philosophy student, 26 y., likes to hang around between lectures. Buys some snack and coffee, uses co-working space to have group works with his peer students. Galerija Centrs is a "cool place" to be. Does window shopping to get inspiration for new fashion trends. On web page checks offers, follows news.
"It's a nice place to spend my lunch break. Sometimes we have group works and discussions with my study friends. I can eat and use free wi-fi."
Uldis
Uldis
Young professional, 30 y. old,. single, getting ready for date in a city. After work expects to get new shirt and some cologne, plans to drop into barber shop. Needs some food products to take home for breakfast. On web page checks opening hours of stores, barber shop, checks store location.
"It's been a while since I have done shopping for myself. I want new shirt, there are several stores to choose from. Yeh, I almost forgot - I need something for breakfast, I will drop into Rimi before closing."
Sean
43 y. old tourist from Scotland, browsing internet from hotel, checking nearest places to shop for souvenirs. Planning to visit Old City, interested in history and discovering new places of interest. Checking how to get to Galerija Centrs and where to have a glass of local beer.
"Riga is a beautiful city. I like the old town."
Since brand essence is visible between lines and users should experience it in every brand aspect whole new experience was created for shopping center's target audience: visual design, texts, convenient browsing, easy access to opening hours, improved floor maps, explanatory information about range of free services, events presented as stories, aesthetic photos, design elements expressing history of the shopping center.
Shopping center lays on old river Rīdzene. It marked trade route from river Daugava. Presence of river is visible as a design element behind main web page content. Blue color also represents main brand color.
Check final product: www.galerijacentrs.lv
My special contribution
My special contribution
Created new search categories based on emerging lifestyles (based on research and lifestyle trend report) :
Responsible meals
Sustainable living
Active lifestyle
New search categories accessible from home screen to improve product and store search.
Quirky 404 page idea
Who said 404 page should be boring? It should be expressing the brand as the rest of pages.
The impact:
Well structured web page emphasizing new brand attributes
Convenient, intuitive admin panel for content administration
In one month improved main KPI's - time on page, pages per user, search results, other.
*No details due to NDA.
It's great to remain friends with partners and celebrate the outcome of great team work. Thanks to Turn Digital for professional collaboration!
Did it resonate with you? Ready for discussion to explore options for your business - contact me and let's co-create!
email: kagelv@outlook.com
Page updated
Google Sites
Report abuse