Ireland’s oldest shopping centre, Firstcom (in its previous incarnation as BBC Advertising) had worked with The Square Tallaght since its construction in the early 1990s. When The Square went into administration in 2011, Firstcom were only one of two vendors kept on by the new regime, who had been tasked with turning around the flailing enterprise. Our continued relationship was conditional, however, on producing a “world class” website for the renewed centre.
Having had innovative new ideas quashed in previous years, this was just the opportunity we had been waiting for. Allocated a generous budget, we first set out to conduct research into what users currently thought of the site. This led us to a number of revelations that would guide the emphasis and structure of the new interface. Instead of just becoming a dry directory of stores, the site was to become a hub for the Tallaght community; something mirrored in the physical reconstructions in the centre itself. The site was to become a way-finding tool that matched identically those in the centre, and means to communicating all of the latest offers and sales; something woven throughout the site in the maps and store pages. Furthermore, our data also showed us that a growing proportion of the traffic was coming from mobile devices; leading us to devise the new site to be responsive in its inception, and have downloadable maps that could be used offline.
A year after launch, with a combination of on-the-ground encouragement to get stores to use the new site, and ongoing work in the real of Facebook promotions, we saw the very tangible result of a 15% increase in footfall.
Watch my interview regarding the User Research conducted at The Square