Reimagining Urban Futures with Think City - Portfolio

think city

Reimagining Urban Futures with Think City

Co-creating digital engagement touchpoint to create more livable cities, together

Background

overview

Think City, a social purpose organisation focused on urban regeneration and sustainable city development, partnered with us to revamp their digital presence. The goal was to create a website that better reflects their mission, engages a broader audience, and showcases their impactful work more effectively. By focusing on improving user experience, enhancing navigation, and presenting content in a more intuitive and engaging way, XIMNET developed a platform that not only aligns with Think City’s aspirations but also facilitates stronger connections and collaborations with their diverse stakeholders.

the client

Think City is a Malaysian social purpose organisation specialising in urban regeneration and sustainable city development. Since its establishment in 2009 as a subsidiary of Khazanah Nasional Berhad, Think City has been at the forefront of transforming urban spaces to enhance liveability, resilience, and inclusivity.

Focused on revitalising heritage areas, creating vibrant public spaces, and promoting environmental sustainability. Their portfolio includes notable projects across cities such as George Town, Kuala Lumpur, Johor Bahru, and Butterworth. Renowned for their innovative and community-driven approach, Think City has garnered both local and international recognition as a pioneer in creating cities that balance cultural preservation with modern urban needs.

challenges

As Think City has grown over the years, the organisation’s digital presence no longer reflected its brand aspirations, creating a noticeable gap between its identity and how it is represented online. The previous website failed to highlight Think City’s impact, limiting its ability to showcase achievements to a wider audience.

In addition, the website offered limited opportunities for user engagement, making it difficult for potential collaborators to connect with Think City. The site’s structure also added to the challenges, with overlapping and confusing terms. This lack of clarity hindered its ability to provide a cohesive engagement point for diverse audiences.

Overall, the need to restructure content, reinstate the brand’s aspirations, and enhance user interaction posed significant challenges that had to be addressed to create a website that truly aligned with Think City’s mission and goals.

Figure 1: Key global issues the world is facing

our approach

XIMNET established a clear website project implementation framework, ensuring a structured and efficient development process. A key focus was on creating a multi-entry navigation journey, allowing users to easily explore Think City’s diverse offerings and discover relevant content seamlessly.

We developed a multi-tag content linking system to improve the accessibility and discoverability of information, enabling users to connect related topics across the website effortlessly. To streamline navigation, we reorganised the site structure, making content more intuitive and user-friendly to drive higher engagement rates.

We added clear and prominent calls-to-action (CTAs) to encourage engagement, helping users connect with Think City and explore their services.

Figure 2: Defining the brand's digital messaging outlook

The Game Plan is to communicate the 3 areas of influence of Think City.

The Work

Research & ANALYSIS

Our research phase focused on laying a strong foundation for the website’s framework and content structure. We prioritised developing a clear and intuitive information architecture that would be predictable and familiar to users, ensuring seamless navigation and accessibility.

In order to effectively serve user needs, a workshop was conducted to define the user group and its journey in order for us to address all the needs and opportunities to engage effectively. A total of two main groups were identified in the exercise.

Figure 1: User Persona Development in Research Phase

Figure 2: User Journey Mapping

Additionally, we analysed competitor websites to identify industry benchmarks and best practices, using these insights to refine Think City's digital presence. The process also enables us to identify and re-position Think City's brand story through its unique offerings that's unlike the other organisations seen.

Multi-tagging is implemented to provide multiple access point to the website's content

Design Concept

The design concept for Think City’s revamped website revolved around creating a clean, modern, and engaging user experience. The content was structured to ensure clarity and accessibility, aligning it with the intuitive navigation framework and multi-tag content linking system.

The use of white space was prioritised to maintain a clean and professional look, allowing content to stand out and improving readability. Multimedia elements, such as images and videos, were strategically incorporated to make the website more dynamic and visually appealing while showcasing Think City’s impactful work.

To add a subtle layer of sophistication, we utilised soft gradient accents, giving the site a contemporary feel without overwhelming its users. This enhanced the aesthetic appeal and also supported the seamless flow of information, creating an inviting and engaging digital platform.

User-Centric Messaging

Think City's website serves a wide range of users with different concerns and needs. With that in mind, the new website has clearly identify the key groups of audience the website is serving, and providing them essential information to kickstart their engagement with the organisation through the website.

Figure 3: Curated touchpoints for different audiences

Enhancing Navigation and Content Connectivity

To improve user engagement and content accessibility, the multi-entry navigation provides more than one point of entry to important content across the site. This strategy encouraged higher engagement rates by allowing users to easily find relevant information through various pathways.

Additionally, we implemented a comprehensive content tagging system to categorise and link related information effectively. This approach increased the visibility and discoverability of content, making it easier for users to navigate and explore Think City’s wide range of offerings, ultimately enhancing the overall user experience.

Optimized Navigation

A menu structure designed for minimal clickthrough and exploration, making content easily accessible.

Curated Messaging

Tailored engagement point to address different audience's needs

Gradient Colors

Elegant gradients in page titles add a modern touch, reflecting innovation and creativity.

The Results

Designed with a clear focus on external communication, offering a more welcoming and engaging experience for visitors. The updated information architecture has made navigation effortless, allowing users to find what they need quickly and seamlessly, ultimately improving their overall experience on the site.

project achivements

52k

views since its launch

20%

user retention rate

220k

total organic search impressions

28%

traffic leads to careers content

The new Think City is a more intuitive, visually appealing, and user-friendly website that effectively reflects Think City’s mission and allows visitors to connect with the organisation in meaningful ways.

see the work

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