Case study: How Viru Keskus Reinvented Its Online Presence
The redesigned Viru Keskus website has been live for some time now. As part of the broader brand update, the site was improved to better reflect the centre’s look, values, and everyday services. Now we’re sharing how the work was done and what kind of changes were made – from structure and content to new features like gift card e-commerce.
Located in the heart of Tallinn, Viru Keskus has always stayed in step with its surroundings. When the centre’s physical environment was refreshed, it made sense to carry the same clarity and consistency over to the digital side. The aim was to make the website more useful, easier to navigate, and aligned with what people already expect from the brand.
Bringing the Brand Online
The redesigned Viru Keskus website reflects the brand’s updated direction – a cleaner visual style, more direct communication, and a focus on service. With the centre’s refreshed identity and a clearer message, the website needed to better showcase the full range of what the centre offers. This included everything from fashion and food to events and everyday services – all in a layout that’s easy to explore.
The structure and menus were planned to help users find what they need quickly, whether they’re looking for a specific shop or browsing what’s on. The digital experience was shaped to reflect the same clarity and comfort visitors associate with the physical centre.
To ensure the site truly reflected both the brand and user expectations, ADM took a strategic approach from the start. We started with detailed business analysis and user research, mapping out real customer needs and shopping patterns before making any design choices. This helped set a clear direction for the project, grounded in how people use the space.
We kept the focus on what visitors need. From early workshops to ongoing prototypes, the work was guided by a simple question: “How can the website be as practical and enjoyable as a visit to the centre? That focus helped us make decisions that stayed true to the brand and worked for the people who use it every day.
Easy to Use for Everyone
One of the most visible changes to the Viru Keskus website is its simplified structure, which makes it easier for everyone to browse. Menus and page layouts were updated for clarity and ease of use. For example, the “Kauplused” (Stores) page now lists all retailers alphabetically in a format that’s easy to scan and filter, making it quick to find specific brands.
The site suits different types of visitors – whether they’re shopping, exploring the city, or visiting for business – and helps them get to the information they need without distractions. The design details also stay in line with the centre’s updated look and feel.
We also paid attention to readability and accessibility. Fonts are larger and easier to read, and colours have more contrast to help key details stand out. These small adjustments make a real difference – visitors can check store hours or browse events quickly, even on the move or without perfect eyesight. Text and layout are designed to work just as well on mobile as on a larger screen.
The site also follows recognised accessibility standards, including structured headings and clear link descriptions, so that people using screen readers or other assistive tools can navigate just as comfortably. These choices reflect a broader commitment: making sure the digital space is as welcoming and functional as the centre itself.
Launching a Custom Gift Card E‑Commerce Platform
Among the most useful additions to the Viru Keskus website is the custom-built gift card system. For the first time, customers could buy physical Viru Keskus gift cards directly online, making the website a practical retail channel as well. This solution allows users to choose a card, set the amount, and complete the purchase online, without needing to go to the centre in person.
The impact was clear soon after launch. In the second half of 2024, gift card sales increased by 42% compared to the previous period, largely thanks to the simplicity of online purchasing. Beyond boosting sales, the new system opened the door to better customer engagement. For example, with strong online demand, it’s now easier to connect future loyalty offers or campaigns directly to the gift card platform.
The solution also supports business customers. Companies can order gift cards in bulk – for staff rewards or client gifts – without extra effort. This makes things easier not just for regular shoppers, but also for companies looking to use gift cards for employees or clients.
A Collaborative Web Project Rooted in Real Needs
The Viru Keskus website project shows the value of working with a partner who understands both business goals and how people actually use digital services. ADM worked closely with the Viru Keskus team to make sure the result wasn’t just a visual update, but something grounded in real needs and long-term priorities.
The outcome combines the brand’s refreshed identity with features that make a difference – clear navigation, helpful content, and a gift card system that’s easy to use. Every element was designed to support how people interact with the site in everyday situations.
This was more than a homepage design – it was a full rebuild aimed at reinforcing Viru Keskus’s role in both retail and digital experience. The 42% growth in gift card sales is one sign of what’s working. More broadly, it’s an example of how thoughtful digital work can support wider business goals.
We’re glad to have been part of the process, delivering a website that supports visitors as well as the brand behind it. As Viru Keskus continues to grow and change, the site is ready to grow with it – supporting future plans, services, and customer needs.
If you’re looking for a digital partner who can turn your brand goals and customer needs into a working, user-focused website, we’d be happy to explore it with you. At ADM, we focus on practical, well-considered solutions that deliver real value. Feel free to get in touch – let’s see what we can build together.