Website, App, and UI/UX Design and Development

Burlington Tower Luxury Apartments (Launching April 2020): Project Details

Screenshot of Burlington Tower website by 45th Parallel Design Screenshots of Burlington Tower website by 45th Parallel Design

UI/UX Design

Our goal was to redesign the existing Burlington Tower website, bringing it into the modern era. We set out to create a mobile-friendly website that would appeal to all ages, and especially target individuals inclined toward the lifestyle offered by the Pearl and the luxury amenities of Burlington in particular. To this end, the Home page leads visitors through the primary aspects of interest to a potential renter: The floor plans and building, the amenities, and the neighborhood, with new call-to-action buttons to help funnel the visitors toward these items of interest.

We chose a modern visual design that alludes to the unique art deco-inspired architecture of the Burlington Tower building. References to the art deco style can be found in the subtle art deco line pattern in use in quote boxes and in the footer, the geometric layout, and in the heading typeface. The typography overall was selected for its elegance and modernity. The design utilizes photography as the primary story-teller.

Web Development

Development features included custom responsive styles for various screen sizes; form security; page load speed optimization; detailed floor plan filters that allow visitors to search for homes by number of bedrooms, square footage, balcony type, starting price, availability and more.

Content Marketing / Research / SEO

We updated and augmented the existing marketing copy from the old Burlington Tower website. Notably, we hand-selected quotes from positive reviews on Google and Yelp and placed them in the appropriate context according to page subject to highlight resident satisfaction; our research revealed that online reviews were a strength for Burlington relative to their local competition.

Behind the scenes, we ensured each web page had appropriate heading hierarchy, logical reading order, schema.org microdata for better presentation in search results, and keyword-rich titles and descriptions for search engines. Each image was tagged with descriptions as well.

Photography

We shot nearly half of the photos featured on the Burlington Tower website. We subcontracted for additional wide-angle shoots and virtual tours, and we also utilized a few images already in use by Burlington Tower management. We edited both our own and our subcontrator’s photos for color, skew, vibrance, contrast, and more.

Project Management

We hired a specialist in 360-degree walkthroughs to handle the virtual tours. We coordintated scheduling and project needs between Burlington Tower management and our subcontractor.

We regularly communicated with Burlington Tower management to keep them apprised of the process, ask them for information, and solicit their feedback.

Maintenance Package

The client opted for a maintenance package that includes daily website backups; weekly security scans for malware, vulnerability, and Web Trust Detection; server uptime monitor checks; search engine optimization (SEO) keyword analysis search ranking for 5 keyword phrases; and a monthly report.

Improvements Compared to the Previous Website

Screenshot of 'old' (previous) Burlington Tower website

“Before”

Screenshot of new Burlington Tower website by 45th Parallel Design

“After”

Improvements included modernizing the visual design of the site; re-organizing the content for better semantics; making the site mobile-friendly; enormously expanding on the SEO; judiciously placing hand-selected quotes from positive online reviews; procuring virtual tours of various floor plans; adding detailed floor plan filtering functionality; adding a detailed new maintenance request form and a privacy policy; reducing darkness of the old interface and instead emphasizing the lightness and brightness of the building; and telling the story of the building, its features, and its neighborhood surroundings through photography.