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Schuylkill Yards
Pitch tool for Brandywine Realty Trust’s newest development.
The amuse–bouche
Schuylkill Yards is a 14-acre mixed-use neighborhood that was master-planned and developed by Brandywine Realty Trust. My team was prompted to create a website that resembled a presentation for their sales department but can also be navigated by independent users. A very, very tall order but an amazing use case for information design and utilizing UX/UI. From having to appeal to different user groups, navigating multiple user paths, and still keeping the site upscale, I’ve never felt so challenged but inspired in my career.
A multipurpose tool with different user groups
Schuylkill Yards provided our team with endless print materials and branding but clear instructions that every piece of information provided must be included and the main users were the sales department; who tested the experience throughout the process. I spent a lot of time researching real estate inspiration, massive information design, and gathering information about what drives sales from real estate developers. This allowed me to come up with unique solutions; such as the ‘not so hidden’ navigation, the external navigation, and the utilization of toggles through the experience to hide excessive information.
Toggles, navigation, and directional information design
We were provided with a large amount of print and presentation materials that were frequently utilized by dozens of sales representatives. This meant creating a tool that feels not only familiar but easily accessible. This site features 2-3 navigation solutions on every page; from the left pop-in navigation to the bottom slideshow navigation. While this isn’t ideal – generally – this specific use case required differing user flows. Every toggle (seen or unseen) was reminiscent of the current print material. Pop-ups and internal navigation remained paginated and easily navigable.
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