The Challenge

A redesign amidst a pandemic

Easton Town Center is the go-to destination for shoppers in Columbus, offering a superior experience. With nearly 300 best-in-class retailers, Easton Town Center has become a leading urban retail center over the past 20 years. In 2019, Easton expressed the need for a website redesign that modernized their online presence and thoroughly reflected their shopping destination. Knowing the Easton brand is constantly innovating, our team wanted to elevate their site’s design and functionality while resembling their in-person experience. Our goal for this project was to create a sleek, user-friendly, and on-brand website that complemented their mobile app, which we had recently re-platformed.

Shortly after project kick-off, our world was hit with COVID-19 and all of its uncertainties.

The Process

Addressing constantly changing situations

Because situations were constantly changing, the Easton team needed flexible options. Our team quickly addressed these needs by enabling them to post differing open hours, mask updates, and safety requirements. We achieved this and more using Elementor. The versatility and personalized themes of Elementor cut down on the development required for this project. At the same time, it still maintained a custom design and experience. Easton’s team also picked up Elementor with ease, allowing them to manage their site with no hassle.

One crucial feature our team identified in streamlining the new website was simultaneously updating both the mobile application and the website. This feature would simplify the process of updating events, tenant information, sales and specials, and art installations. When it came to website structure, our team strategically planned the site content with user experience in mind.

Easton's homepage

The Impact

Amplifying the user experience

We thought through a variety of target audiences in order to ensure every user could effortlessly find what they needed. With the use of a mega menu and hub pages, our team was able to layer in information and resources in a hierarchy that users could easily navigate through.

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