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AlaMoanaCenter

AlaMoanaCenter.com. Redesign 2008. Stakeholder Interviews 3/26/2008. Agenda . Review redesign objectives Discuss analysis of current site traffic Discuss current site audit Discuss market research/consumer survey Discuss competitive site review Discuss budget and timeline Next Steps.

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AlaMoanaCenter

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  1. AlaMoanaCenter.com Redesign 2008 Stakeholder Interviews 3/26/2008

  2. Agenda • Review redesign objectives • Discuss analysis of current site traffic • Discuss current site audit • Discuss market research/consumer survey • Discuss competitive site review • Discuss budget and timeline • Next Steps

  3. Today’s Objective Review the current industry landscape andestablish needs, mandatories and direction to develop a formal strategy and recommendation for aredesigned AlaMoanaCenter.com

  4. Redesign Objectives • Drive customers to the mall from the website for shopping, dining and entertainment by: • Addressing current site content organization issues • Making relevant and motivational information more visible and accessible to the end user • Update the look and feel of site to be current and consistent with brand update • Address site maintenance and update issues

  5. Analysis of Current Site Traffic

  6. Current Site Traffic 18% of site visitors are from outside the USA. (7.2% are from Japan, followed by Canada, Australia and the United Kingdom. Korea and China visitors, currently, represent less than 1% of overall site traffic) How do the other language sites play into the redesign? What information do we want them to take away? What information are they be looking for? How can we treat management of alternate language sites?

  7. Current Site Traffic Only 47% of US site visitors are from Hawaii. How are we addressing the visitor market? What information are they looking for and what can we provide them with?

  8. Current Site Traffic 96% of visitors have screen resolutions of 1024x768 screen or greater. What opportunities are there to better utilize space for the site? Do we need to box ourselves in to “above the scroll?”

  9. Current Site Traffic The most viewed pages and sections of the site are:1. Homepage2. Store & Restaurant Directories3. Mall Information4. Events & Promotions

  10. Current Site Traffic And the most common user paths are: • Homepage -> Store Directory -> Exit • Homepage -> Mall Hours/direction -> Exit • Homepage -> Mall Map -> Exit • Homepage -> Center Events -> ExitWhat information are people looking for?How can we make that information easier to find?What opportunities are there to provide more motivation to visit the mall before people exit?

  11. Current Site Traffic Promotions: The Thanksgetting Day page was the 7th most visited page all year. It was live for a month. What role does the site play as a promotion vehicle? What level of presence should promotions be given, can more presence be given to them? How can the homepage work harder to drive people to relevant content?

  12. Current Site Audit

  13. Current Site Audit Site Structure and Navigation Hours/Directions Shop a Lea Shopping Directory Sponsorships Gift Cards Habitat For Humanity Food & Bev Directory Press Releases Expansion Trend Watch Mall Map Jobs at Ala Moana Services Center Events New Stores & Restaurants Leasing Mall Map Store Events & Promotions Specialty Kiosks Contact Us Visiting Hawaii Dining & Entertainment Style and Gift Guide Center Stage Information Centertainment Ho’okipa Terrace Additional Languages EVIP Sign-up Privacy Policy

  14. Current Site Audit OPPORTUNITIES/MANDATORIES • Reduce inconsistencies and redundancies • Clarify site sections and navigation • Organize content by user needs (pillars & values?) What sections or pages should we keep? Is there any content we can omit?

  15. Current Site Audit HOME PAGE

  16. Current Site Audit OPPORTUNITIES/MANDATORIES • Integrate branding elements into overall look and feel. • Provide a clearer and more consistent navigation. • Bubble more content up to the surface to make it more visible and accessible. • Increase promotional areas. • Give more presence to content for a large visitor market? • Make calendar of events more visible. • Provide related or contextual links to content or promotions.

  17. Current Site Audit STORE & RESTAURANT DIRECTORY

  18. Current Site Audit OPPORTUNITIES/MANDATORIES • Organization of stores (category, alphabetical) • Provide users related stores/events/products to communicate the breadth of Ala Moana Center’s offerings. • New Store announcements, • Maybe provide related content here i.e. highlight stores that are having special events or sales or provide a link to “In Store Event” section

  19. Current Site Audit DEEPER CONTENT PAGES

  20. Current Site Audit OPPORTUNITIES/MANDATORIES • Consolidate content and information to make it more digestible and user friendly • Create connection between stores, offers (products and events) and the user. • What content is mandatory? Where can we grow amounts of content? Trend Watch, Center Style? Shopping Guides? • Provide related content to promote cross browsing • Make content more actionable where possible • Activate unused space • Integrate brand and fashion imagery

  21. Current Site Audit CORPORATE INFORMATION

  22. Current Site Audit OPPORTUNITIES/MANDATORIES • Press Room • Employment opportunities at Ala Moana or the mall? • Commercial leasing • Centerstage information • Sponsorships What else needs to be conveyed in this section?

  23. Current Site Audit • BACKEND/FIMS/CMS

  24. Current Site Audit OPPORTUNITIES/MANDATORIES • What works? • What doesn’t? • How can it be easier for AMC to maintain content?

  25. Current Site Audit • Survey/Market Research • Survey eVIP members and visitors to the site with online questionnaire • Compile resulting data for key insights/confirmation of direction • Provide incentive for survey completion Pricing: Survey, email and banner asset development for group recruitment, plus data analysis ~ $4,000

  26. Competitive and Industry Site Review

  27. Competitive Review THE BEVERLY CENTER: HOMEPAGE - http://www.beverlycenter.com/

  28. Competitive Review BEVERLY CENTER: HOME PAGE • Paid advertising (see featured partner and ticket master promos) • News center for timely and routinely updated content • Gift reminders, handy for gift giving • Heavily promotes gift cards • FAQ • Saving incentives to out of towners • Possible partner with hotel for travel shopping packages • Very little visuals to enhance the content • Little connection to the fashion industry

  29. Competitive Review THE BEVERLY CENTER: MY MALL

  30. Competitive Review BEVERLY CENTER: MY MALL • My mall allows you to manage your profile and pre-select favorite stores so that they can customize your emails • My Favorite Stores allows you to bookmark stores you frequently shop at • My shopping trips allows you to create lists for shopping • Gift reminders, handy for gift giving

  31. Competitive Review THE BEVERLY CENTER: MALL DIRECTORY

  32. Competitive Review BEVERLY CENTER: MALL DIRECTORY • Interactive mall map launches in an new window • Clicking on stores on the map activates the parent window which is hidden by the pop-up making it difficult to use.

  33. Competitive Review GALLERIA DALLAS: HOME PAGE - http://www.galleriadallas.com/

  34. Competitive Review GALLERIA DALLAS: HOME PAGE • Rich animated opening • New stores right upfront on homepage • Nice transitions between pages • Fashion images on all pages • Thin content • Not very deep

  35. Competitive Review GALLERIA DALLAS: MALL DIRECTORY

  36. Competitive Review GALLERIA DALLAS: MALL DIRECTORY • Works similarly to Ala Moana’s mall map • Interactive mall map allows you to select levels and click on stores which are displayed below in the anchor information • Store directory on the right side is listed alphabetically and links to the stores location on the mall map. • All content is displayed within the same frame which makes it easier to read.

  37. Competitive Review THE FORUM SHOPS: HOME PAGE - http://www.simon.com/mall/default.aspx?ID=224

  38. Competitive Review THE FORUM SHOPS: HOME PAGE • Thin site without much content • No visible connection to fashion or entertainment industry • Un-inspired visuals does not encourage repeat visits.

  39. CompetitiveReview THE FORUM SHOPS: MALL DIRECTORY

  40. Competitive Review THE FORUM SHOPS: MALL DIRECTORY • Mall Directory links to a list of stores in alphabetical order • Stores link to a static mall map with store listings below and corresponding letters • No interactivity • Store listing does have icon denoting if there is a sale or not

  41. Competitive Review THE FORUM SHOPS: STORE LISTING

  42. Competitive Review THE FORUM SHOP: STORE LISTING • Store detail standard information • Only graphic is a logo which isn’t as effective as a store photo • Provide link to store site (which takes you away from the mall site)

  43. Competitive Review MALL OF AMERICA: HOME PAGE - http://www.mallofamerica.com/

  44. Competitive Review MALL OF AMERICA: HOME PAGE • Content organized based on age demographic • Sign up for MOA allows you to choose which group you’re interested in. • Mobile alert and newsletter sign up are persistent throughout site • Rich media area tabs between rotating promotions and mall map. Area provides click through to content • Text link area can be updated to bubble content up to the surface and make it more visible. (text promo of internal content) • Advertising space promotes opening of new store (and other paid promotions)

  45. Competitive Review MALL OF AMERICA: YOUNG ADULTS

  46. Competitive Review MALL OF AMERICA: YOUNG ADULTS • Right promo column is replaced by tabbed search. Store or restaurant with drop downs for quick filtering and key word search • Search results take you to mall map page with listings but doesn’t take you away from you current page • Gift card is promoted throughout the site • Center area is similar to homepage. Rotates though 4 promotions with deep linking • Tab between promotions, attractions and mall map, all contextual to Young Adults • Content below is organized by categories bubbling up content listings with contextual links next to it. • Right column is paid advertising.

  47. Competitive Review MALL OF AMERICA: MALL DIRECTORY

  48. Competitive Review MALL OF AMERICA: MALL DIRECTORY • Highly functioning mall map similar to AMC • Mall map can be pulled up from any page and replaces the center media area without taking you away from the page you’re on. • Results display in the photo tab in the main area with details below. • Has save, print, clear, functionality. • Can also use search field to the right. • Details of store also has product category and featured brands below

  49. Competitive Review KING OF PRUSSIA: HOME PAGE - http://www.kingofprussiamall.com/

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