“Bolser have created a new site that ensures the Brent Cross Town is future- proofed for the many phases of the project. Bolser’s UX expertise has ensured the site is easy to use, with multiple content areas for ultimate flexibility. The design is clean and fresh with micro-animations to ensure high levels of engagement. The team have been great to work with, very accommodating given the many stakeholders involved and challenges we’ve had to overcome. Hopefully we get to work together again.”
Rachel Jones, Senior Marketing Manager, Related Argent
The challenge
Bringing the town to life
Our challenge was to bring Brent Cross Town to life and create an immersive, informative experience tailored to the needs of a wide range of users including local residents, first time buyers, global investors, businesses and local councils.
Driving user engagement, lead generation and repeat visitors were key objectives of the project, while reflecting the core values of social connectivity, environmental sustainability and health & wellness.
Future-proofing to ensure the website could scale with the development was essential.
What we did
Designed an engaging, customer-centric experience
- We started with an in-depth discovery phase to understand the objectives and priorities of all the stakeholders.
- Competitor website UX benchmarking, both UK and global.
- A full website analytics audit and UX design review of the existing digital assets helped to highlight opportunities.
- Working closely with the Brent Cross team, we mapped out user journeys for each audience.
- Our new design system ensured an optimal user experience and a framework for the future.
- Creating bespoke residential pages and interactive maps of the town, helped to engage users.
- By streamlining and personalising the enquiry process we increased quality lead generation.
- Creative use of imagery, interactive animation and video content ensured the site reflected the dynamic vision for the development.
The results
A site set for success
The Brent Cross team were delighted with the new website and the increases in traffic, downloads and engagement.
- 100% increase in referral traffic
- 120% increase in sales brochure downloads
- 30% increase in engagement time
- 17% increase in page views
We are looking forward to seeing the website evolve with the future phases of this exciting development that’s offering a new way of living in London.