Enter The Domain
By: Joseph

            It is that time of year when students start to scramble for a place to live for the following school year. As the dry Arizona heat starts to kick in, physically searching for apartments may seem impractical. This is when a website is a perfect way to advertise exactly what a certain apartment complex may offer. The DomainAtTempe.com is a phenomenal example of a website showcasing what it offers in a simplistic style that appeals to the user. The luxurious and all-inclusive apartment complex is geared towards college students at Arizona State University. The Domain guarantees an engaging social atmosphere and unforgettable living experience.

            Upon entering the website, the viewer’s attention is quickly directed to a video showcasing the Domain and its residents having a great time. In the video, the residents are shown partying poolside while enjoying some of the Domain’s countless amenities. The video does an exceptional job enticing a viewer looking for not only a place to live but also somewhere to have a great time. On the other hand, it may stray someone off who is not particularly fond of the party scene. To counteract that, below the video is a little caption stating, “Peace and quiet is ensured.” Directly next to it in a bright red background is an advertisement claiming “New Lower Rates!” This exclusive offer works well coupled to the video by immediately attaining the viewer’s attention while leaving hope for an affordable apartment.

            After the user experiences the memorable opening video, they are able to easily navigate the site thanks to its user-friendly interface and carefully separated individual tabs. On the left side of the screen, bigger tabs are highlighted in a contemporary blue, finished by a polished white text. The tabs consist of “Apply,” “Get Info,” “Residents,” and “PJ’s Grill.” These labels are written in a larger font, which suggests that they are the most important. The tabs are nevertheless strategically placed next to the video, which allows the viewer to quickly acquire more information concerning the apartment complex. Below the appealing video is a concise description of the place written in a very tasteful white color in contrast to the blackened background. The description elaborates on the social atmosphere, and some of the special amenities such as the private bed and bathrooms. There are other tabs in a more professional and smaller white font at the top that give guidance for parents and shows contact information.

            As if the informative tabs were not enough, the Domain also offers a tab solely dedicated for parents. This tactic goes unnoticed on other competitor websites, therefore providing the Domain with a tremendous advantage. Upon clicking on the “Parents” label, the user is led to a list of exclusive services that the apartment offers. The major points are highlighted in a cream color, which stands out in comparison to the dark background. The points conveyed are geared towards apprehensive parents that may have doubts about letting their child live on their own. The section outlines the individual leases, on-site professional staff, residential events to keep students involved, and much more. On the right of the screen is a list of questions that have previously been answered concerning living at the complex. This helps to clear up any anticipated concerns they may have had. The parent tab not only provides some clarity but also serves as a great way for an excited resident to justify living at the complex.

            The functionality of the website is on par with its colorful theme. The navigation of the website is very intuitive, furthermore offering a very direct ease of use. When the cursor is placed over a label, it lights up in a bright red background. Upon clicking on the tabs, the viewer is quickly taken to another page with plenty of information regarding the subject. The transition from one page to another is very fluid and no noticeable dropped frames occur. Every time a tab is clicked, a new picture of a feature is shown and contact information is clearly labeled at the bottom of every page. No matter which tab is clicked, pictures and other content are at the hands of the user. There is some interaction available; however, nothing that is actually customizable for the user. The graphics are high quality and clear while not slowing down the webpage loading. The quality of the pictures further illustrates the beauty of the property. It is very easy to return to the home screen upon clicking on one of the various informative tabs. Despite the easy navigation, an internal search engine to allow for quicker access is absent from the website. There are no broken links present and every link leads to another for an assortment of information. The overall functionality is a great indication of the Domain’s attention to detail.

            Throughout the website, there is an assortment of amenities showcased that would appeal to any type of person. Upon clicking the “amenities” label, a collage of vibrant pictures is listed, portraying the several amenities available. Below the pictures, the various amenities are described with words like “FREE” and “REDUCED” which are capitalized in order to appeal to the user. Two crystal clear pools and hot tub are at the top of the list. In a state where summer temperatures are scorching, a relaxing visit to the pool is very enticing. Other amenities include a luxurious game room, study rooms, and 24-hour emergency maintenance. The facility that stood out was the fitness center. It is compiled of two rooms and includes a variety of cardio and lifting machines for a great workout. In addition, reduced parking fees and free guest parking is available. Competitors charge upwards of $80.00 a month for parking so for someone who cannot live without a separate mode of transportation, the offer is unbeatable. 

            Despite the seemingly endless content and useful guidance, there are a few downsides of the website. The DomainAtTempe.com does not include testimonials or reviews on the actual website. This is pretty consistent with other competitors who consequently avoid including such details on their sites. Translation in different languages is not incorporated which is really unfortunate considering Arizona State University caters to such a diverse population. In spite of that, the overall content is very digestible while avoiding clumping of excessive wording, which could potentially confuse the user. The content is presented in a very simplistic way while still outlining the benefits of living at the Domain without unnecessary jargon. Another downside to the website is its insufficient presence of financial details. In order to get pricing, the customer must call or visit the actual apartment complex. Another lacking feature is website accessibility for disabled people. There are no accommodations tailored to people with hearing or visual disabilities. Nonetheless many other competitors likewise do not integrate this key feature. The website therefore does not identify possible disability arrangements offered at the apartment complex. Although the Domain may fall short in certain aspects, the owners claim their dedication to make your stay as comfortable as possible.

            The Domain website has some viable inviting aspects; however, exclusive offers and location details are never mentioned. Although the website claims new lower rates, there are no special offers for early lease signers. Under the “blog” tab there is a list of news together with events for residents to stay current with what is going on. This is a special feature because it allows potential customers to see what events unfold for the current residents. There are offers for lower rates, but actual dollar amount savings or incentives to sign are not specified anywhere on the website. Some other lacking aspects of the website are its shortage of information concerning stores or popular businesses located nearby. Even though the website is geared toward ASU college students, the site negates to specify how far the complex is from the Tempe campus. Since most college students do not own cars, it would have been a good idea for the Domain to point out local restaurants or stores within walking distance of the complex as well. The website does indicate the convenience of the light rail right outside and incorporates a map with the complex pin pointed on Google Maps.  

            With the Domain at Tempe’s elegant and simplistic design, there is no doubt that the website attracts an array of viewers. The reliable functionality along with ease of usability allows for an outstanding experience. The fluid transition from tab to tab leaves ample information at the user’s fingertips. With the competition for the residence of Arizona State University’s vast student body, the website successfully caters to college students and elaborates on the priceless amenities that it offers. The modern design of the website gives off a very inviting sense. Nevertheless it still lacks disability features along with pricing information. Aside from a few drawbacks that are consequently absent from competitor’s websites, the site leaves the user feeling fully informed. The simple and home like feel of the website along with included media make the user already feel like a resident.