La Fabrique
Freelance Designer
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Westfield Rebranding

Reset and Rebrand all Westfield digital products.

Any trip to Westfield is not about a single store, but a layering of multiple encounters that shape a uniquely Westfield experience. Customers engage with the brand in many ways (apps, mobile, kiosk, digital directory, social media, website..) The new Westfield.com.au is built around inspiring the user through these ‘layers’ - curated and crafted by Westfield exciting brands, products, local colour, deals and bespoke editorial content. In 2017, we were asked to build “a digital reset product” for Westfield that will form the foundation for future digital offerings.

The new look has been launched across the group’s 40 websites, plus more than 1500 SmartScreens and SuperScreens, email, digital directories and the group’s mobile app. On the surface, the look retains the Westfield logo and is supported by a new graphic ‘W’ device, designed to better unite the digital and physical and featuring a broader colour palette, bespoke patterns, cleaner typography and fonts and supported by a more conversational tone of voice.


From Product to memorable Experiences

From Product to memorable Experiences

We also wanted to reflect the new values of the Westfield brand (vibrant, human, curated, easy) and create a new visual language and a new Design System.

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Reset

Reset

Phase 1 was to build a ‘digital reset’ website for Westfield that will form the foundation for future digital offerings.

Phase2 was to create a connected customer experience across all our touch points and augment the physical Westfield experience and empower retailers.

The goal was to enhance the customer and Retailer experience and uncover opportunities across the customer journey by doing ongoing user research and iterating the design accordingly. Aim for MLP was to focus on creating the site architecture, comm

The goal was to enhance the customer and Retailer experience and uncover opportunities across the customer journey by doing ongoing user research and iterating the design accordingly.

Aim for MLP was to focus on creating the site architecture, common user flows, apply the new visual digital language and build minimum site features. The site was designed to recognise the time and location of the customers and provide contextual information.

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USER RESEARCH

USER RESEARCH

We tested our hypothesis and key user flows at the centres we thought our customers were having difficulties with.

Our assumptions were based on the customer feedback, surveys and analytics.

WHAT WE LEARNED

We learned a lot about each area we focused on and we sorted our findings by using a method called affinity mapping. Affinity mapping allows us to sort them into main categories and understand how many times the finding occurred. From this, we were able to prioritize each items and determine the next steps in design.

WHAT WE DID WITH OUR FINDINGS

We turned all of our findings into opportunities to allow our team squads to pick them up, ideate, build, test, and learn.