Star Studios Website
Star Studios Website Redesign for Swire Properties, Hong Kong
Project Overview
Client
Swire Properties Limited
Team
Leo Wong - Branding Designer & Web Designer, Assembly HK - Web Developer, Swire Properties Residential Marketing Team - Content & Product Direction
Duration
6 months
Year
2021
Skills
Brand Design
Illustration
(UX) Research
Data Analysis
Wireframing
User Interface
Tools
Wireframing
Photoshop
Illiustrator
After Effects
Background
I undertook the role of web designer for the customer-facing residential leasing property platform of Star Studios, a boutique-style serviced property located in a prestigious area on Hong Kong Island. The original website, designed five years ago, had become cluttered, brand-heavy, and challenging to navigate, necessitating a comprehensive redesign.
The Problem
The 2016 website contained an overflow of introductory information, making it clunky and difficult to use. Furthermore, the design had become outdated over time. Swire Properties had acquired additional rental apartments in the same vicinity, leading to a need for unification under the Star Studios brand. My role as the branding designer and illustrator involved refreshing the branding illustrations and improving the overall user experience.
The steps we took
RESEARCH
01.
User Interviews
I conducted user interviews with existing tenants and local property agents. Key insights included confusion regarding the unique navbar, ambiguous button names, difficulty accessing floorplans, and a strong sense of branding, overshadowing usability concerns. Agents desired a tool for presenting apartments, and tenants emphasised the importance of clear floorplans, design variations, and street views.
02.
Feature Proritisation
The redesign aimed to achieve three primary goals: fast information dissemination to prospective tenants, extension of the Star Studios brand to incorporate new properties, and fulfillment of marketing objectives. Balancing these goals required a workshop on Feature Prioritisation with the marketing team.
Through collaboration with the marketing team, we identified and prioritised essential features. Notably, we excluded time-sensitive details about Star Street Precinct activities and outdated promotional videos, choosing to consolidate fragmented apartment information instead.
Latest Design
DESIGN
LINK
Results
The redesigned Star Studios platform yielded positive outcomes:
Improved User Experience: The site became more user-friendly and intuitive, leading to increased inquiries and applications.
Modern Design: The updated aesthetic aligned with contemporary web design trends, enhancing the property's image and appeal.
Successful Integration: Swire Properties' apartments seamlessly integrated into the Star Studios brand, providing a unified online presence.
Positive User Feedback: User testing indicated a significant improvement in satisfaction and ease of finding information.
Conclusion
The Star Studios residential leasing property platform redesign successfully addressed challenges, resulting in a user-friendly, visually appealing, and cohesive online presence. The project underlines the importance of continuous improvement to meet evolving user expectations and business needs.