News: Top Draw's Business Continuity Plan for COVID-19

South Edmonton Common

Enhancing User Experience through Digital Wayfinding

South Edmonton Common (SEC) is one of North America's largest open-air retail centres and contains more than 2.3 million square feet of shopping, dining and entertainment, making it one of the most competitive shopping destinations in the city. Yet, part of the struggle with operating across such a large area is the ability for customers to easily navigate the centre's expansive space.

The top minds at South Edmonton Common wanted everything the retail powerhouse has to offer readily available at anyone's fingertips. Through close collaboration with Top Draw, the project focused on redeveloping the entire experience, from site architecture and map integration to special promotions and employee recruitment. Top Draw immediately hit the drawing board to start generating solutions that would satisfy each specific goal.

The Result

A mobile-responsive, search-driven system with four distinct categories tied to an online directory that makes the South Edmonton Common experience deceivingly simple. It's more than a website, it's a wayfinding tool that operates as a medium directly connecting retailers with the shoppers who seek them.

Easily accessible interactive maps throughout the site link visitors directly to individual business pages that offer:

  • Hours of operation
  • Contact information
  • Image of the store
  • Link to each business's own website

South Edmonton Common customers will love finding their favourite places with ease - spending more time in their destination than on the journey getting there. By keeping the SEC customer top of mind, theTop Draw team was able to create a user experience that responds to their needs at the moment they need it most.

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