Image Credit : Screenshots by Mr. Thananan Jungjenchaiyanan
Project Overview
Lifestyle Asia approached MAQE in early 2016 to design and build the next iteration of their online presence, lifestyleasia.com - an online lifestyle magazine for an affluent readership localised in Asia. They wanted to not only update and improve the look and feel of their website but also to provide a more luxurious, refined and responsive experience for its passionate and dedicated userbase.
We were tasked with increasing readability of their multiple years' worth of content, tailoring each page to multiple screens and devices, while also maximising user engagement and click-through rates. Since the launch in late 2016 we've continued to work closely with Lifestyle Asia to provide new reading experiences as well as continuously improved designs and content.
Project Commissioner
Project Creator
Team
Team Members
1. Mr. Andreas Holmer
2. Mr. Jeff Dawson
3. Mr. Dirk Smith
4. Miss Natcha Chaiwongrote
5. Mrs. Nancy Sosa
6. Mr. Noppadol Sukprapa
7. Mr. Tanawat Pratyaroongroj
8. Mr. Aman Biswas
9. Mr. Panupong Vongsariyavanich
10. Mr. Aphichit Hanbanchong
11. Miss Siriluk Jaikong
12. Miss Nattawan Wongtang
Project Brief
There were a few key goals fuelling the redesign and rebuild of the Lifestyle Asia website. Some were iterations upon the previous versions of the website, and some were brand new features expanding the scope and impact of the brand and content.
The most obvious goal was the new design. Lifestyle Asia wanted to up their game in terms of look and feel. The world of luxury high-society is obviously an on-going, progressive creature and they wanted to stay on par and even exceed their closest competitor, while still maintaining the rich history of their brand. A clean, clear and refined design that let the content shine through was of the highest priority. The site also needed to be fully responsive and immersive, matching the user's screen and device no matter what size.
Advancing the advertising platform implementation was also extremly important. Less obtrusive display advertising with seamless integration between content and ads was paramount. New ad formats were also implemented to enable truly responsive advertising.
Lifestyle Asia also sought a more robust content framework which would be more malleable and extensible, allowing them to build upon their solid base of content and add new features and improvements. These additions could then be easily and quickly built out, continually advancing their presence and expanding their reach and mandate.
Project Need
Numerous improvements were implemented on the site to provide the most performant website experience possible. All media and content formats are tailored to fit the various screen sizes and resolutions of the varied user base. Combined with the highly optimised content layout and design customised to fit all manner of screens and devices, this dramatically reduces page weight and improves site loading time. Unique use of imagery with focal point technology helps to keep editorial focus in view no matter what screen size or orientation a user is using. Media optimisation and content distribution also ensure the user is getting the best possible version for his or her device. Optimised caching mechanisms also keep all content timely and up to date.
The second major innovation area centres around the responsive advertising implementation. Lifestyle Asia contains not only standard display ads but also truly responsive web advertising. Ad sizes are set for all major screen sizes in addition to truly responsive ads that scale with the user's browser, delivered through standard ad channels. This enables a unique opportunity for high end brands to reach their target market with new and exciting ad formats.
User Experience
Users that come to Lifestyle Asia are presented with a highly readible, clean, clear and focused website, optimised for his or her specific device and screen as well as their specific location. Users in or near one of the main four regions that Lifestyle Asia serves are automatically directed to their home region. But it is important that users can quickly see their clearly defined region and then easily switch between them if they so desire. As such the user interface is designed to be as clear and easily accessible as possible, providing specific context and information without losing functionality or usability.
Users are also presented with large, luxurious imagery customised to their screen so that they do not have to wait around for the site to load, whether they are on mobile or desktop. The content, including interactive lookbooks and full-screen galleries, is also designed to deliver first-class content through an immersive experience.
Project Marketing
Due to a limited marketing spend we were asked to help design a system to enable growth hacking with the end users. A major portion of the site and content centers around various happenings and events and photo galleries from these events. Since Lifestyle Asia has been sending photographers to these events for many years and people at events enjoy seeing themselves online, we designed a process in which event-goers could have their photo taken, notified when their photo appeared online, and then easily share those photos with their friends after they invariably visit the Lifestyle Asia website themselves. This way we encourage Lifestyle Asia's existing user base to further spread our reach.
Entertainment
Tech has taken control of our entertainment - it influences what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. This category recognizes tech that makes entertainment even more entertaining.
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