I lead the re-design of the Kings Cross website, which had a number of business objectives.
1. Re-focus the site to lead with B2C
2. Increase retention rate
3. The site got a lot of traffic but the user struggled to understand the wider offering
4. The new design had to support existing content with little to no editing
First we optimised the site architecture, surfacing what users sought first and leading them to other areas of interest by fine-tuning and strategising architecture. 55% of users (60-65% in summer) visited on mobile, so mobile first was the clear strategy. The “What's on” page was a key page to focus on to achieve business objectives.
The event wall was also a key component, letting users engage with all that is happening at Kings Cross. We decided that the site should have a modular design and build to ensure flexibility in the future.
The hamburger menu, simplifies the structure to focus more on B2C and serving up offerings of potential interest.