Magnicity
Design a system for 7 entities of the group
Leverage the rebranding of M56 Group to Magnicity, to redesign the websites of the 7 rooftops around the world. Use the needs of the 360 Chicago website as the basis for all the needs of the group.
Context
Brand
360Chicago is one of the 7 rooftops of Magnicity Group. I worked as UX Designer on a proposal aiming to rethink and redesign the 360Chicago website experience. The deal was closed after a convincing pitch and we have designed a beautiful design system for the international group.
Customers
Most customers are women. 50% of them are under 34 years old. They travel either alone or as a couple or a family and buy their tickets when they are in Chicago.
So we worked mobile first.
In-market tourists
Any leisure tourist currently in Chicago.
Communication goals
- Increase in-market awareness
- Generate impute action
- Differentiate ourselves from competitors
Business goals
Increase sales and online conversion rate
Regionals
People living within a two-hour drive from Chicago.
Communication goals
- Increase awareness about 360 Chicago Observation Deck
- Increase awareness about TILT within top regional feeder markets
Business goals
Increase sales and online conversion rate
Inbound
Any person outside the city with the intention to visit Chicago for leisure purposes.
Communication goals
- Increase our presence (share of voice) and develop awareness while inbound visitors are planning their trip and in the research phase
- Gain supremacy as a MUST when visiting Chicago
Business goals
Generate advance booking
Design preparation
Challenge
Over a period of 4 months, we have built a modular system that fits all the activities of Magnicity’s brands : restaurants, bars, events, sports...
The objective was to homogenise and modernize the e-commerce sites of their rooftops.
Principles
Taste the experience
Provide the IRL experience on the website, give a small glimpse of the skyline and an impression of altitude.
Create desire
Show the best view of the city, change as a function of time and weather.
Make it easy
Provide practical information to prepare the visit, about the tower and about surroundings.
Information hierarchy
After an audit of Magnicity websites, I came out with a structure divided in 3 parts, designed to work for each rooftops.
- Header links: For private users and people who have already been there.
- Main navigation: To show the offer and help new users in their choices.
- Footer: Practical information (Opening hours, address, FAQ, accessibility, contacts...)
Immersive website
Digitalise the brand
I worked with an Art Director. She designed a typography that enhances the brand, the highness of the offer. She also worked on new colors that fit all the 360 Chicago image.
We designed an immersive website that highlights the altitude of the rooftop, the panoramic view and all the activities customers can experience at the top of the building.
Depending to the moment of the day, the season or the age of the customer, 360Chicago is offering a wide range of activities : happy hours at the bar, TILT attraction, yoga lessons, Halloween, etc.
My role during this project
We worked with a team based in Chicago. All the work was in English and the website has been designed remotely from Paris.
I was responsible of the user experience, the customer understanding and the structure of the information. We created a website with a smooth and clear user experience. The biggest issue we faced was the COVID-19 period and its uncertainty for tourisitic activities.
Thanks for reading.
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