Frasers Property Digital Revamp

Frasers Property is an international property group with its origins in Singapore. As part of the branding evolution from the old Frasers Centrepoint Limited (FCL), a new digital experience is needed to elevate the brand's presence.

2017 | Senior Designer | UX + UI | Completed at Aleph-labs.

Problem:

Fragmented digital ecosystem & archaic user experience.

The nature of FCL’s various business operations (properties, property management, investment trusts) meant that the previous digital ecosystem is fragmented.

In addition, the various websites were not built with mobile devices in mind, resulting in an archaic user experience, which hindered FCL’s brand equity.

The project kickstarted with an intensive 3-week design charrette, and culminated in a design showcase at the end.

Various user personas were used to guide our design journey.

Discovery Phase:

Design Principles.

During the intensive 3-week design charrette with key business stakeholders, we created five design principles to guide our new Fraser Property experience:

a. Sense of nowness – Showing Frasers Property as a responsive brand through dynamic content (stock prices, world clocks etc.)

b. Snapshot then deep – Giving users a quick overview before allowing them to drill deeper to discover more.

c. Hub & hygiene – Catering to different browsing habits by allowing multiple entry points to the same content.

d. Same but different – Keeping and retaining a consistent experience throughout the different sections of the website.

e. Detour dead ends – Encouraging users to browse different types of relevant content when they hit the end of the journey.

Using the design principles, we created multiple prototypes and tested them with potential users to fine-tune the new Frasers Property experience.

Development Phase:

Design Implementation.

Once we have the go-ahead from the stakeholders, our design team of 3 proceeded to map out and rework the existing websites, striving to bring together the 10 following business units into one cohesive digital experience.

● Frasers Property (Corporate)

● Frasers Property Singapore

● Frasers Property Thailand

● Frasers Property Vietnam

● Frasers Property China

● Frasers Property United Kingdom

● Frasers Centrepoint Trust (FCT)

● Frasers Commercial Trust (FCOT)

● Frasers Hospitality Trust (FHT)

● Frasers Logistics and Industrial Trust (FLT)

Taking the short timeline into account, an executive decision was made to follow and enhance the original information architecture. At the same time, visual design of the new website was finalised with our branding partner, Brand Union (now Superunion), and a corresponding design system created to produce key screens for front-end development.

Evolution of the homepage from the initial wireframe to the high-fidelity screen, incorporating the five design principles.

A design system was developed from the new Frasers Property style guide.

Development Phase:

Collaboration of Design & Tech.

While the discovery phase was on-going, Sitecore was selected as the CMS platform due to its versatility and mobile responsiveness.

We worked closely with our front-end and Sitecore developers, providing design support to ensure that Frasers Property experience envisioned is successfully translated to the end product.

Considerable efforts were spent in migrating and organising data from the old websites to the new Sitecore platform.

The new Frasers Property experience is available on both desktop and mobile.

The Launch.

The new Frasers Property website was successfully launched in the first week of February 2018 to positive response, in conjunction with the much-publicised brand unveiling.

While it has been a whirlwind 6 months since the project inception in August 2017, we helped to bring to life the new Frasers Property experience, in a more engaging and cohesive ecosystem.

Visit the site.