ECON | Real Estate Portal

Project shortlisted for Brazil Design Award 2021

Challenge

ECON, one of the main construction companies of São Paulo (Brazil) reached out in order to elevate its digital presence through a whole new portal. At that time, their website was poorly responsive and had many technical and usability issues. Moreover, it was aesthetically unaligned with its branding and audience.



Composition with some of the mobile mockups

Redesign goals

• Generate more leads from the website;
• Provide easier ways to contact a realtor;
• Retain visitors for longer;
• Modernize and align the portal with the most up-to-date patterns and best UX/UI practices in accordance with their audience;
• Make the website mobile-first;
• Take advantage of the company's visual identity and explore it in a better way throughout the website;
• Improve the website performance in speed tests.



Research material obtained from Hotjar and Google Analytics

Process

Sometimes you don't need extensive discovery to find out obvious problems in outdated websites like ECON had before. Therefore, I started by analyzing the most outstanding and obvious issues in the current portal and pulling any available data from the website. Fortunately, they had statistics from Google Analytics and Hotjar, which helped me to understand some user behaviors through video recordings and heatmaps.

With clear issues such as the 96,9% of the visitors leaving the website right away from the home page, and the 82,4% of abandonment ratio from the contact form, the approach consisted of a process of evangelization of the UX, by bringing some of the basic laws of UX to the stakeholder's table and making them understand how we could apply each of them in ECON's case.



Before & After comparison

Main mobile pages

Search page comparison and new features of redesign

New property page (desktop)

Mobile-first approach

Project takeaways

Following an assertive iterative process based on UX laws/patterns, vast benchmarking, and data collected from the audience, we were able to bring ECON to the 21st century. When a website is outdated for more than 10 years, enhancing the obvious is already a good start.

With the project that I delivered to them, ECON got a solid foundation to keep iterating and evolving its digital user experience in the next years and stay relevant in its niche.