The new website’s role was two-fold; to attract new, forward-thinking office tenants, and to present Paddington as a retail, dining and entertainment destination to members of the general public.
To fully cater for and understand the website’s different audiences, we began with an exercise to define a series of personas from which we could then establish their needs and requirements.
The personas allowed us to develop detailed user stories covering all key tasks that the various audiences would want to achieve whilst visiting the site.
IA & Wireframes
Once the requirements for the site were clear, we created a sitemap and a series of high-fidelity wireframes, defining the layout and content structure for each page of the site.
Like Broadgate, the role of Paddington Central is to increase footfall and dwell time of visitors to shops, bars and restaurants. It aims to create a sense of positive energy – a place that connects, empowers and surprises.
We designed a responsive, vibrant, user friendly mobile menu. Whilst the old site was not mobile friendly, the new site templates were designed with mobile in-mind, and is fully responsive throughout.
Additionally we built in hover effects, and loading and scroll animations so that as users scroll down the pages, content is sequentially loaded on scroll both for impact and to make content easier for users to digest.