The Wow Side

Responsive website

The Wow Side

Year

2024

Client

Generali Real Estate

From Outdated to Outstanding: The WOW Side Website Transformation

A complete UX/UI redesign that redefined The WOW Side’s digital presence transforming an outdated platform into a modern, user-centered experience aligned with client’s brand identity and communication goals.

Background: from discovery to strategy

The WOW Side is the official website of a major shopping center managed by Nhood Services Italy for Generali Real Estate.

The client approached us with a clear need for a complete redesign, both visually and structurally. The previous version of the website no longer reflected the energy and contemporary character of the brand, nor did it effectively serve the needs of its users.

The goal was to create a modern, intuitive, and visually cohesive platform aligned with the updated brand identity, capable of offering visitors a seamless and engaging experience.

During the initial analysis phase, it became evident that the existing website faced several usability and design issues. The visual design appeared outdated and disconnected from the current brand guidelines giving a poor first impression of the shopping center’s dynamic atmosphere.

The site architecture was also problematic: key information such as store details, events, and visitor services were difficult to find or scattered across multiple sections. This led to user frustration and reduced engagement.

Key issues & Design challenges

Outdated visual design

The previous website felt visually outdated and disconnected from the current brand identity. The interface lacked the sense of modernity and energy that defines The WOW Side’s physical spaces.
Solution

Redesign the entire visual system to reflect the brand’s contemporary look and feel introducing a clean layout, balanced typography, and a refined color palette.

Confusing information architecture

Users had difficulty finding essential information such as store details, opening hours, or ongoing events. The content hierarchy was fragmented, with redundant pages and unclear navigation paths.
Solution

Rebuild the site architecture from the ground up, structuring content around user goals. Simplify navigation and introduce clear pathways to the most visited sections like stores, events, and news.

Inefficient store search and map experience

The previous search functionality and interactive map were slow, unintuitive, and visually inconsistent, leading to user frustration and drop-offs.
Solution

Design an improved search experience with faster filtering and a redesigned interactive map that allows users to easily explore store locations and categories.

Lack of micro-interactions and feedback

The old interface offered no visual or interactive feedback, resulting in a static, outdated experience with low user engagement.
Solution

Introduce subtle animations and micro-interactions across buttons, menus, and transitions to enhance usability and make the experience more engaging and dynamic.

Designing the experience

The redesign process began with redefining the information architecture to ensure a clear and logical flow for all types of users, from visitors searching for a specific store to those looking for upcoming events. A particular focus was placed on simplifying the store search and improving the interactive map of the shopping center, making them faster and more intuitive to use. These features were reimagined to encourage exploration while providing essential information with minimal effort.

At the same time, the News & Events section was completely restructured transforming it into a central hub for communication between the shopping center and its visitors. The new layout allows users to stay easily informed about activities, promotions, and happenings, reinforcing a sense of community and engagement around the brand.

From UX to UI

Once the user flows and content hierarchy were clearly defined, we moved on to the visual design phase.

The new interface adopts a clean and contemporary aesthetic consistent with the brand’s visual identity, strong typography, balanced use of white space, and an accent color palette that adds vitality without overwhelming the content.

Micro-interactions were introduced throughout the navigation to bring the experience to life: subtle hover effects, transitions, and animations enhance user engagement and give the interface a refined, professional feel.