When Mitch and the Metroloft team wanted to redesign their site they wanted something that was simple and elegant while easy to update and maintain. We began to work with the Metroloft team to understand the goals of their requirements in greater detail and the goals of the redesign. Upon completing our interviews, we immediately got to work laying out personas and use cases for all of the different kinds of user that would ultimately be served by Metroloft’s site, a group which included everything from bankers and brokers to potential residential tenants and employees.
We laid out a simple and clean responsive experience that focused on large, rich imagery and de-emphasized anything wordy or too text heavy, letting the buildings and properties ultimately speak for themselves. We then charged forward on coding and polishing the experience over the course of the next 6 weeks.