Spec Work: UX, Content Analysis, Wireframes, Visual Design, Adobe Xd Prototyping

Project: 1550 On The Park is a luxury residence located at the intersection of three prime Chicago neighborhoods — Gold Coast, Lincoln Park and Old Town.

Situation: The client wanted to refresh the site for the purpose of elevating the visual presence, eliminating duplicated content, simplify navigation, and provide easier access to floor plans and suite imagery. The result would be to gain more sight interest, increase the click through rate, resulting in higher property interest.

Task: First step was to gain intimate knowledge of the currently navigation functionality, the user flow, offerings, and purpose. Examine what currently works, what is not working and determine a plan to encourage a higher rate of click through and inquiries. Content analysis was performed on the current site and a suggested simplified revision was presented. A visual user journey begins by entering the building through the façade, walking through the lobby, entering the suite's foyer given details along the way, ending the journey with a city view from the terrace or balcony. A video of this experience would be most effective, but we needed to use the current assets provided.

Result: The elimination of duplication and old content, the reduction of page clutter, give the building photos more presence and illuminating the redundant images in the gallery page, add dropdown options to view more detailed content, incorporate the floor plans in the resident page providing the user with the necessary information in one area eliminating the need to click out of the page. The navigation was simplified and all like content was grouped under one umbrella category.