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Oakridge Centre

Fashion meets function when Vancouver’s favourite shopping centre goes digital.

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Case Study

  • Creative/Visual Design
  • Drupal Development
  • Mobile Development

Oakridge is not only Vancouver’s top destinations for designer goods, it also has a long history of engagement with the local community and a really strong brand. That brand needed to shine through Oakridge’s web properties—solidifying its position as the high fashion hub of Vancouver.

They were looking for a web agency that could deliver everything from content and marketing strategy to web development and ongoing support—and Domain7 delivered.

First, the shopping centre needed a website that was fashionable and functional. We led Oakridge through a strategy process to identify their core business objectives—attracting new shoppers, getting to closer to existing ones, and improving relationships with retailers.

We used those objectives as the foundation for this show-stopping website. Analytics reviews, stakeholder interviews, market research and analysis helped us pinpoint tactics: an of-the-moment street fashion blog, total social media integration, and some seriously user-friendly elements like real-time store hours on the homepage and a brand search that not only tells shoppers what brands are available, but exactly which stores carry them. To deepen retailer engagement, we built an intranet where retailers can submit events, promotions and job listings. And because Oakridge shoppers are often on the go, the interactive store directory is not Flash-based, so it works angelically on iPads and iPhones.

Keeping up the glam-factor, we gave the site a dramatic magazine-style layout. It’s a look that’s incredibly chic but can be switched up easily to accommodate a new campaign.

Finally, we made the site adaptive for mobile, so it’s truly “prêt-à-porter”!

Since the site launched we’ve done a swath of other projects with Oakridge, like a blog for local fashion expert, Susie Wall, a fully responsive street style blog, Pure Street, and a microsite for their Object of Your Desire campaign.

We explored Oakridge's main audiences, and tried to distill the heart of what would drive a user to the site, and more importantly, to the mall itself.

Domain7 conducted in-person interviews with many retailers at Oakridge Centre before commencing the project, aiming to get an understanding of what the culture and needs truly are at the Centre.

We take any chance we can to help brighten a client's day, even if that means being a little cheeky with our slide presentations.

We created a moodboard for Oakridge, to demonstrate different visual approaches the site could take. Two options are shown here; a lighter approach and a darker-themed approach. Elements are borrowed from style influences to help hint at the flavour of the site. The final choice was the dark version, modified to a moody blue.

Wireframes showing the flow and interaction of the store directory and subpages.

Planning the back-end schematics can sometimes be as complex as designing the front-end user experience. In the case of Oakridge, their user-facing site is powered by a retailer intranet, that allows mall tenants to submit events and promotions to the main site using a moderation/workflow system.

"Our web developers, Domain7, have created an innovative and inspiring site experience that reinforces the Oakridge brand, influences shoppers to come to the centre, and engages our customer base while offering them all the information needed to support their visit. We are very proud of this new website and feel Domain7 met all criteria when faced with the challenge of delivering a user-friendly yet sophisticated online experience for our Oakridge shopper and tenant, while meeting the branding demands of the Oakridge Marketing Department. We appreciate Domain7’s commitment to organization, deadline management, and timely responsiveness when it came to rolling out this project. They continue to maintain a professional level of customer service and to keep us informed as the strategic process continues to unfold."

Karina Perkins, Marketing Director, Oakridge Centre and Office Towers