Problem Discovery

Competitor Analysis

Most independent competitors in the realty space were still following vanilla website interfaces with appealing aesthetics. Aggregators like 99Acres and Common floor were making their interfaces more functional for consumers to engage easily. Right from an extensive search, to using location based filters on maps and showcasing relevant properties to revisting users, their approach supported in increasing the engagement time and number of enquiries.

Informal interviews

Initial interviews with stakeholders helped us understand the new vision of the brand.The sales team gave us insights on the consumer choices. interests and most common action items based on past interactions and sales patterns. They also helped ideate newer ideas to target the new band of audience.
We evaluated 1 years data of the website from Google Analytics and studied heat maps from Crazy Egg to understand the user engagement with website information.
- While blogs and project pages were getting most clicks, the engagement time on these pages were very minimum, often leading to a page bounce.
- A lot of users were accessing the information from mobile devices, which did not have an optimzed experience
- Even though all the information was available on the website, it was not organized in an easily accessible format.
- Lack of search functionality was one of the biggest painpoints for users.

Problem Definition

Rebranding

The design thinking had to portray the new vision of the brand, portraying their superior model homes to be spacious and luxurious with international designs. The visual design inclusive of colors, fonts and images had to be of elegant appeal and meet the expectations of the new audience.

Intuitive navigation

The goal is to help the user find whatever information they are interested in. The key was to build an extensive and well layered navigation menu, based on user search behaviour. To provide prominent call to actions and visual cues to help the user interact with the website easily. To leverage interaction design principles to keep the experience user friendly.

Increase Engagement Time

To enhance the usability of the website by providing text information in easily readable chunks, providing interactive features to drill down information and ensure the website to be responsive across different devices for easier access.

Generate more leads& conversions

Decision making is critical and often depends on the trust that th brand builds with its consumers. Ensuring transparency of information, personalizing the experience for homebuyers and retagetting the right consumers will most likely yield higher lead conversions.