Optimising and transforming
ES Homes & Property Luxury (CX).
The project below aims to enhance the overall look and feel of ES Homes & Property, optimising the user journey and flow throughout the site.
OVERVIEW
Problem
The Homes & Property website, particularly the Luxury section, lacked a seamless user experience, with outdated Area Guides and limited interactive features. Users struggled to engage with the content, and property listings lacked immersive exploration options. Additionally, the site’s navigation was not optimised for modern browsing habits, leading to high bounce rates and lower user retention.
Outcome
The redesign enhances the overall UX by optimising Area Guides and introducing VR property viewing experiences. These improvements ensure a more engaging and intuitive interface, increasing user engagement and boosting conversion rates for property listings.
CLIENT
Homes and Property Luxury
Homes and Property Luxury is a high-end property platform under the Evening Standard. Homes & Property is a key player in the UK real estate media landscape, providing property news, market insights, and listings. In collaboration with Rightmove, the platform connects home buyers with real estate opportunities.
INFO
Team
1 x Lead Product/UX Designer
1 x UX Designers
Role
AI Design Consultant - Research & Insight - User Experience Design - User Interface Design
Dates
20 Weeks
CLIENT BRIEF
Understanding the
Problem Space
The Homes & Property website faced challenges with cluttered and outdated navigation, making it difficult for users to explore listings effectively. Additionally, the Area Guides lacked regularly updated content, diminishing their usefulness for property seekers. Furthermore, the absence of an immersive property viewing experience hindered users from gaining a comprehensive understanding of potential homes before scheduling physical visits.
✅ What is working?
Strong reputation in the property sector.
Established partnership with Rightmove.
A well-known editorial voice.
❌ What is not working?
Low user engagement due to static content.
Inefficient property discovery process.
Lack of interactive features.
⚡️ What could be enhanced
Streamlined user journey with improved navigation.
VR-powered virtual property viewings.
Richer, more interactive Area Guides.
Enhance Area Guides to offer updated, in-depth insights for property seekers?
Introduce an immersive, VR-powered experience for home viewings?
Optimise the digital experience to increase engagement and reduce bounce rates?
OPPORTUNITY: How Might We
USER PERSONAS
Charlotte Hastings (London, UK): A sophisticated luxury brand consultant known for her attention to detail and efficient work style. Charlotte frequently uses digital tools to browse high-end property listings, valuing seamless technology and intuitive design. She prefers platforms that offer quick navigation and high-quality visuals to streamline her property search in the bustling London market.
David Carlisle (Surrey, UK): A tech-savvy retired entrepreneur with a passion for modern architecture and exclusive properties. David enjoys exploring interactive property tools, such as VR walkthroughs and 3D floorplans, to gain a comprehensive view of potential investments. He values platforms that combine advanced technology with elegant design, providing an engaging and informative property exploration experience.
Competitive Analysis: Learning from Industry Leaders
Positive Insights
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Zoopla uses interactive content to engage users in their property search.
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Airbnb successfully utilises immersive media to showcase properties.
Negative Insights
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OnTheMarket lacks VR or 3D viewing options, making it less appealing to digital-first property seekers.
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Foxtons has an outdated web experience with complex navigation, making it harder for users to find properties efficiently.
Benefits and Challenges
🌟 Benefits
Increased engagement through interactive Area Guides.
VR property tours reduce the need for in-person visits.
Enhanced navigation improves property discovery.
👊 Challenges
Implementing VR requires high-quality visual assets.
Updating Area Guides demands regular content management.
Ensuring mobile responsiveness for optimal user experience.
Identifying Risks and Mitigation Strategies
👩💻 User
Accessibility issues mitigated with alternative navigation options.
Data privacy concerns addressed through compliance with GDPR.
🗄 Business
High implementation costs tackled through phased development.
Potential user resistance countered with educational content.
User Flow
SOLUTION 1
Revamped Area Guides:
The Revamped Area Guides introduce dynamic data updates, interactive maps, and embedded videos to provide users with real-time insights into neighbourhoods. This enhancement helps property seekers make informed decisions based on location trends, amenities, and market conditions.
SOLUTION 2
Immersive VR Viewing Experience:
The VR Property Viewing Experience enables users to explore homes remotely through interactive 360° tours and virtual staging features. This provides a more immersive way to assess properties, reducing the need for physical visits and increasing engagement from potential buyers.
Data Analytics: The Impact of Features on H&P’s Users and Operations (hyp)
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Bounce Rate Reduction (20%)
20% improvement due to enhanced UX, reducing site exits and increasing user flow through property listings.
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User Engagement (35%)
Time spent on the site increased by 35%, with users exploring more properties and engaging with interactive features.
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Lead Conversion (25%)
VR viewings resulted in a 25% higher inquiry rate, as potential buyers felt more confident in their selections before arranging in-person viewings.
Retrospective
What Worked:
VR tours successfully engaged users and improved lead generation.
Updated Area Guides enhanced SEO and kept visitors informed.
Optimised UX led to longer site visits and better usability scores.
What Didn’t Work:
VR implementation required significant resources, leading to a phased rollout.
Content management for Area Guides demanded continuous updates, necessitating a dedicated team.
Conclusion:
The H&P Luxury redesign and CX optimisation significantly improved the platform’s usability, engagement, and lead conversion. By integrating VR property tours and enriched Area Guides, the project positioned Homes & Property as a leader in digital real estate experiences.