Building a Shopper-Focused Gateway for the SM Supermalls network

The Challenge

When SM Supermalls came to us, their main concern was that their website did have significant features but lacked the cohesiveness to really provide efficient answers to site visitors’ inquiries — Where was this store? Are is there an ongoing shoe sale? Does the SM mall in my city have an IMAX cinema? Though their previous website was technically capable of answering these questions, vague user pathways and outdated visual design often left users feeling lost in a cloud of information.

Our Approach

We redesigned the SM Supermalls website from a cluttered website with unclear pathways to a — inconsistent navigation keeping users from quickly discovering brands, promotions or the most basic mall information. Ultimately, SM Supermalls needed an enhanced website experience that matched their reputation as a a premier shopping destination.

Robust Search and Navigation

We overhauled the site’s navigation with a comprehensive megamenu that surfaces SM’s diverse offerings at a glance. Paired with filtering options, this allowed users to explore content by interest or need, rather than navigating through siloed or redundant pages.

A Hard Working Visual System

We crafted a flexible visual system that balances energy with clarity. Anchored in SM’s signature deep blues for brand consistency, the palette expands into thematic pastels to support seasonal campaigns. To reduce visual fatigue, we introduced generous white space, bright blue “deal frames” to spotlight offers, and playful 3D shopping-themed illustrations that personality to the different screens.