Process
The goal was to fundamentally modernize the digital presence of Kaufpark Alterlaa and adapt it to the needs of different target audiences. I began by analyzing the existing website in terms of usability, information structure and design. In several phases, I developed personas, user journeys, and a new information and navigation concept. The design was refined through moodboards and stylescapes and pre-structured with wireframes and a sitemap, with a particular focus on accessibility, mobile usage, and a contemporary, retro-inspired look.
Result
The final redesign presents a clearly structured, user-friendly website with a modern retro-brutalist look. It combines functionality with a visual identity that reflects the urban and community-oriented character of Kaufpark Alterlaa. The new website offers intuitive navigation, optimized mobile usability, and interactive content, enhancing the digital visibility and customer engagement of the shopping center. This project was developed as part of a master’s program.
