With their property Manhattan West emerging as a dynamic destination in the heart of NYC, Brookfield Properties needed a website as agile and engaging as their marketing efforts. The result: a digital experience built to evolve—serving fresh content with ease while remaining intuitive for both visitors and tenants.
THE APPROACH
A full audit of the original site revealed key friction points—navigation that stalled, content that didn’t convert, and a lack of clarity around purpose. From there, a roadmap took shape to create a site that could guide, inform, and ultimately drive foot traffic. Strategic imperatives were woven throughout: clear performance benchmarks, backend requirements, and a defined role as the destination’s digital front door.
BRINGING THE DESTINATION ONLINE /
Our goal was to create a digital experience that mirrored the energy and accessibility of the physical destination. That meant making key information easier to find, ensuring content stayed fresh and aligned with what visitors encounter onsite, and designing a clear, intuitive path that ultimately leads users from screen to street.
MEASURING SUCCESS /
The new website saw significant growth across all key performance metrics upon launch, with the first month’s performance signaling a successful path forward:
• 5,039 users — a 74% increase month-over-month
• 9,437 sessions — up 101% month-over-month
• Two minute average session duration — a 42% increase, outperforming the industry average of 1 minute and 34 seconds
