ARX Real Estate
ARX Real Estate is a newly established company run by a young, determined team. It specialized in listing as well as selling properties for upper-middle-class customers. Company's business goals were to enter the property market and build a trustworthy professional brand. Also, to present relevant services for a specific target group and grow a customer base by providing a great customer experience. The long-term goal is to convert a percentage of website visitors into leads.
Client
ARX Real Estate
Location
Denmark
Work done
Web design (IA, IxD, UI/UX design, wireframes, prototyping)
Design goal
How can we build a trustworthy, professional online service platform and improve online property search experience for the company’s target group?
Competitor analysis
I started with identifying top sellers on premium luxury brokerages in Denmark, checked their social media accounts, and browsed through their websites. Competitor analysis helped me to understand competitors’ unique selling points, strengths and weaknesses which led me to ideas on how to distinguish the client’s website from the competition.
Target group
Client’s target audience is upper-middle-class customers, move-up buyers and active adults. I created two personas based on statistics the client provided.
Interviews
Participants for interviews were chosen after considering the market dynamics, social/economic status, and demographics (Residents of Denmark, Age 35–60, stable income, interested in buying property).
Personas
After conducting interviews, I created 2 user personas that embodied characteristics, motivations and pain points of our target user.
Empathy map
The research provided insights which helped to identify our target audiences’ attitudes and behaviors. Here is the finalized Empathy Map: (Nielsen Norman Group)
Information architecture
Information Architecture was developed with few iterations in such way that users would perform tasks with the least effort possible. Eventually, that would make the user experience pleasant and accessible.
Sitemap
In order to organize and ensure that ARX website pages flow along with one another, I used a visual sitemap. This method allowed me to quickly plan and lay down ideas, and then test the logical arrangement of pages. Also, it helped to communicate and present website’s structure and navigation to the client which made later revisions easier.
Wireframes
Wireframes were used to evaluate and refine the effectiveness of navigation and content organization. In addition, it was a great tool that helped the client realize weak points of their service, understand suggested design choices, give feedback and discuss content changes.
Visual design
Considering the website’s size and different content amount – clean and modern visual design was chosen. In addition, to present the company as reliable and professional, we picked dark blue as the accent color together with neutral dark and light gray tones. The combination of these colors helps the user to distinguish and navigate to find relevant information. The website was complemented with modern type of fonts to tailor it to multiple target groups, prioritize content and keep consistency. It was important to allow users to easily read and scan the website, that’s why modern, yet approachable and simple looking fonts well played in making layouts visually attractive and contrasting.
Offered features
– Easy to scan pages– Well organized property descriptions with the possibility to download or save energy class and description itself– Relevant search options– Visible contact information on all pages– Easy to follow buyer’s guide, consultation process and open online support– Easy to follow “everything you need to know before buying” information– Visible reviews– 3D street view, interactive maps– Rich imagery– Municipality descriptions– Company video and description, including why to choose client’s company– Professional, modern design
Showcase – main page
Showcase – map & grid search view
Showcase – property description
Showcase – mobile screens
Way forward
– Only the online buyers’ part of the website was covered. – The next step is data-driven UX design improvements, new feature implementations and continuous growth. The DDD is beneficial both for customers and contractors. This process provides a high return on investment. With the help of user data, the website can evolve based on user preferences. This translates into more conversions and a better return on investment (ROI). The company expects their investment to pay for itself in full. – Usability testing was not covered in this study case. It will be carried out by conducting A/B testing after the buyers’ part of the website will get developed.
Vilnius Kabbalah Convention
Web design & illustration (IA, IxD, UI/UX design, wireframes, prototyping)
Internet Step
Web design (IA, IxD, UI/UX design, wireframes, prototyping)
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ARX Real Estate
Client
ARX Real Estate
Location
Denmark
Work done
Web design (IA, IxD, UI/UX design, wireframes, prototyping)
ARX Real Estate is a newly established company run by a young, determined team. It specialized in listing as well as selling properties for upper-middle-class customers. Company's business goals were to enter the property market and build a trustworthy professional brand. Also, to present relevant services for a specific target group and grow a customer base by providing a great customer experience. The long-term goal is to convert a percentage of website visitors into leads.
Design goal
How can we build a trustworthy, professional online service platform and improve online property search experience for the company’s target group?
Competitor analysis
I started with identifying top sellers on premium luxury brokerages in Denmark, checked their social media accounts, and browsed through their websites. Competitor analysis helped me to understand competitors’ unique selling points, strengths and weaknesses which led me to ideas on how to distinguish the client’s website from the competition.
Target group
Client’s target audience is upper-middle-class customers, move-up buyers and active adults. I created two personas based on statistics the client provided.
Interviews
Participants for interviews were chosen after considering the market dynamics, social/economic status, and demographics (Residents of Denmark, Age 35–60, stable income, interested in buying property).
Personas
After conducting interviews, I created 2 user personas that embodied characteristics, motivations and pain points of our target user.
Empathy map
The research provided insights which helped to identify our target audiences’ attitudes and behaviors. Here is the finalized Empathy Map: (Nielsen Norman Group)
Information architecture
Information Architecture was developed with few iterations in such way that users would perform tasks with the least effort possible. Eventually, that would make the user experience pleasant and accessible.
Sitemap
In order to organize and ensure that ARX website pages flow along with one another, I used a visual sitemap. This method allowed me to quickly plan and lay down ideas, and then test the logical arrangement of pages. Also, it helped to communicate and present website’s structure and navigation to the client which made later revisions easier.
Wireframes
Wireframes were used to evaluate and refine the effectiveness of navigation and content organization. In addition, it was a great tool that helped the client realize weak points of their service, understand suggested design choices, give feedback and discuss content changes.
Visual design
Considering the website’s size and different content amount – clean and modern visual design was chosen. In addition, to present the company as reliable and professional, we picked dark blue as the accent color together with neutral dark and light gray tones. The combination of these colors helps the user to distinguish and navigate to find relevant information. The website was complemented with modern type of fonts to tailor it to multiple target groups, prioritize content and keep consistency. It was important to allow users to easily read and scan the website, that’s why modern, yet approachable and simple looking fonts well played in making layouts visually attractive and contrasting.
Offered features
– Easy to scan pages– Well organized property descriptions with the possibility to download or save energy class and description itself– Relevant search options– Visible contact information on all pages– Easy to follow buyer’s guide, consultation process and open online support– Easy to follow “everything you need to know before buying” information– Visible reviews– 3D street view, interactive maps– Rich imagery– Municipality descriptions– Company video and description, including why to choose client’s company– Professional, modern design
Showcase – main page
Showcase – map & grid search view
Showcase – property description
Showcase – mobile screens
Way forward
– Only the online buyers’ part of the website was covered. – The next step is data-driven UX design improvements, new feature implementations and continuous growth. The DDD is beneficial both for customers and contractors. This process provides a high return on investment. With the help of user data, the website can evolve based on user preferences. This translates into more conversions and a better return on investment (ROI). The company expects their investment to pay for itself in full. – Usability testing was not covered in this study case. It will be carried out by conducting A/B testing after the buyers’ part of the website will get developed.