Grand Entertainment Website - For Baneasa

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Grand Entertainment Website

Responsive website redesign - for Baneasa Shopping City

Baneasa Shopping City - the most exclusive mall in Bucharest - wanted to redesign its entertainment website after an expansion and rebranding. The challenge was to create an integrated website for the new brand Grand Entertainment, the umbrella brand for:
- Grand Cinema&More - the multiplex cinema
- Grand Combo - the newly opened interactive entertainment and gaming section
- Grand Play - the children's entertainment area

UX Wokflow

After a stakeholder meeting and introduction to the brands, I started the research by analysing the actual site and checking the analytics account to learn about existing consumer behaviour.

After that I mapped all digital assets and identifyed the main sources and flows a user can follow to get to the core information on the site. This helped me create shortcuts and direct access to the most wanted information in the new site.

Core content and trafic mapping by source

Information Architecture

Sketching

It was clear from the research and IA phase that the Grand Entertainment page had to be a hub page for the three underlying brands.

Sketching helped to materialize the concept and create a site which provides gateways to access the different sections, but also an in depth view on the weekly schedule and most interesting programmes of the venue.

Digital personas

Different perspectives of the film and show content for the ones who work their way through the content hierarchy

Advanced search for those who know exactly what or when they want

Inspirational content, based on user profiling for the ones who are looking for entertainment, but don't know what yet

Responsive Approach

Every state of the site was carefully manufactured for the best user experience for the given context. So, for example, the navigation meniu on mobile shows the most used 3 sections of the site. The mobile version puts more accent on listings and advanced search to deliver fast results.

Given the number of pages and different templates, it would have been inefficient to prototype every single page in 3 breakpoints, so we decided to use a simple, colaborative approach.:

- the main and most important pages were prototyped

- a page with functional elements (tables, tabs) in 3 breakpoints was created

- The UX, the designer and the frontend developers worked closely during the project to create the site