AEM Corporate Website
After a successful demerger from the development business of CapitaLand Limited, CapitaLand Investment (CLI) was formed and the new organisation will be listed on 20 September 2021. This project will have 3 teams in each organisation which consists of our agency, a digital agency, and the CapitaLand team.
For the visual approach and UI/UX, we will have a 2-week timeline for ideation and initial usability testing before handing off for development to integrate into CapitaLand’s AEM platform.
My role in this project was the overall contact point from the client, design lead, and overall liaison with partner developer The Union (aka Deloitte Digital).
The team is tasked to develop a new website for CapitaLand that will standout among CapitaLand group and clearly communicates CapitaLand Investment’s vision, corporate values, and business objectives.
Insights and Discovery
The team gathered our insights through current conversion rate, UX audit, general feedback and competitive analysis. We shortlisted investment firms overseas to study namely, BlackRock, Brookfields, and Carlyle Group. We analysed by feature inventory, structure, and plus delta.
We will be emphatising on 2 types of users and prioritizing their motivations and goals for this website.
The Investor Relations
- Wants to clearly communicate what value does CLI give to interested parties
- To provide the latest information and news
- To communicate their latest sustainability goals
- Interested to know more about the new organisation
- To get first-hand information on the latest news and stock performance while on the move
The Investor Relations needs a way to decimate information and news about CLI so that there will be a clear avenue to communicate with users.
The shareholders needs a way to access high-quality information about CLI so that he will get first-hand information on the move.
We have defined the best solution through synthesisation of our research data and insights for CapitaLand Investment’s new corporate website that will onboard their existing investors and new investors to learn, read, and hop in.
The website experience consists of the following components to help with conversion:
The landing page will have a full screen slider with clear information that features simple animations and a video main screen. Important updates and contents will be represented in each slide.
A write-up that is clear and concise so that the viewer will have a better understanding of CapitaLand’s new entity
With noticeable CTAs the user will be guided to the information they wanted to dive deeper to.
For ease of navigation and finding information cutting complicated browsing of information
The Website will be design mobile first and will be adapted for desktop viewing for better mobile experience on the go
Content assets will be recycled and managed by two platforms utilised by CapitaLand which are Adobe Experience Manager and ShareInvestor as most of the dynamic content like news and stock information will be reused.
The sitemap will stick to the hierarchical structure to condense the cognitive load on each page and to address CLI’s contents they want their users to get the value of. Gradually this will change after this phase of the project
Developing The Visual Design
In developing the initial design the team did a rapid wireframing session and produced a high-fidelity functional prototype.
Setting the tone
The website mood board to create a professional backdrop and look and feel:
The main slider will be in auto full-screen cover page to provide visual impact. The first slide will have the latest and most critical updates and important messaging. As for the rest of the slides they will be linked to their respective sections.
The Design System
High Fidelity Visuals for V1
Showcasing the high fidelity prototype before hand-off and deployment to AEM.
Testing, handoff, and UAT
First level of usability test is done on the high fidelity prototype to test responsiveness, visibility, readability, and ease of navigation. As timeline has to consider handoff and development/deplyment phase.
Usability Test (Prototype)
The usability result of the prototypes are 87% positive. There were some revisions on the contents due to heavy content on some pages resulting in cognitive overload.
Handoff and Development
After the 2 week sprint and prototype usability testing, We have received a greenlight for handoff via Zeplin (for design specs) to the developer partner to build the site and deploy to CapitaLand AEM platform. The developer have a 1.5 months timeline including UAT before launch.
Under the user acceptance test, the developed site is fully functional with a few changes to improve the user experience.
AB Testing was done using via Adobe Target to determine best solution for faster navigation and familiarity.
Based on the AB test. The hamburger menu was turned-off for the bigger screen versions for visibility especially for older users. Stock ticker was also added for investor background for an overview of stock performance.
Currently the content and writeup of the overall corporate website have to simplify for the first base of content.
As we conclude the project and applied the UX design process for this website revamp exercise, we were able to iterate our research within a given amount of time and with a small team and our experience as an agency we were able to adapt quickly, especially in the handoff phase and deployment to CapitaLand’s AEM platform.
Although, based on auditing the first phase of the project, CLI has to revise the contents and write-ups to further reduce cognitive loads on main section pages and to be able to communicate clearly and easily with users.