City Centres

MENA

Client: Digital labs, Majid Al Futtaim

Note: for confidentiality, some visual details have been redacted. Reach out to hear more about this project.

I led the content engineering strategy for City Centres with the aim of mapping 16 City Centre malls to the live Mall of the Emirates site for future migration.

Creating a content design system meant that the content landscape for all the City Centre malls was transparent. It also paved the way for migration of the first City Centre mall, Mirdif using reusable components.

Content component labelling sorting exercise from the City Centre design system.

Challenge

  • Get greater visibility on the content landscape for the 16 City Centre websites.
  • Understand what the overall City Centre content requirements are, so that production, upload and migration can be planned accordingly.
  • Create content that’s scalable and easily replicated across the 16 City Centres through content component and fragment- based production.
  • Identify City Centre Mirdif's requirements and USPs, reposition its story, and reshape its website using reusable content components from the live Mall of the Emirates website.

Low fidelity sketches for City Centre Mirdif pages,
complete with a clear content hierarchy and copy guidance.

My process

  • Undertook research by holding stakeholder workshops to understand the business needs for City Centres more broadly, as well as City Centre Mirdif. Drew up user research hypotheses, too.
  • Created a content design system by laying out the content components for Mall of the Emirates site, and mapped the 16 City Centres against it.
  • Identified which content fragments are reusable, and which are unique to Mall of the Emirates.
  • Built web macro and micro content strategies for City Centre Mirdif, set content foundations and objectives, and sketched out key storytelling pages.
  • Assessed the already existing City Centre Mirdif information architecture and worked alongside the UX designer to reshape page hierarchies and labels.

The City Centre homepage content fragment and
component audit for 16 City Centres.

Outcome

  • Created a content design system that held 16 City Centre websites, as well as the Mall of the Emirates website. This included a content gap analysis, content matrix, reusable content component library and the component re-labelling source.
  • Turned 175 already-existing content component labels into 27 labels through a sorting exercise.
  • Sketched out 7 storytelling web pages for City Centre Mirdif that were handed over and turned into high fidelity prototypes by the UX designer.
  • Created a new narrative through storytelling and message positioning for City Centre Mirdif which hit the sweet spot between business and user needs.

Telling product stories

I face product design challenges with skill.
And I’ve got the curiosity and flexibility to match.

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