Project Background

Prodigi Africa emerges as a beacon of a client-centered and innovative realty company.

The current website lacked an intuitive user experience, making it challenging for users to engage effectively.

The primary problems identified were:

Poor information architecture and navigation.

Lack of lead generation mechanisms.

Limited Humanization and Credibility.

Unclear value communication.

Improving the overall experience of the site.

My design direction addressed the research discoveries that led us to our key findings;

Clarity in value & service communication.

Improve the information architecture.

Lead generation mechanism

Effective use of CTA (Call To Action)

The redesigned information architecture was crafted with users in mind.

I implemented clear and concise labeling for the menu items, and incorporated a dropdown menu for 'Find A Property' - the service that encompasses sales, rental, and property valuation. This was done to establish a smooth user journey and flow.

Content that lacked clarity or conciseness was rewritten and restructured to be more engaging and value-focused.

I also integrated visual elements into the content to make the information not only easier to grasp but also inherently engaging.

Designed a more personable and trustworthy online presence.

Introducing key staff members with brief biographies and featuring positive feedback from satisfied customers serves as powerful social proof that others can rely on Prodigi Africa's services and this adds authenticity and builds trust.

I integrated a robust lead generation strategy that encompassed multiple touch-points across the website.

This innovative approach is designed to enhance user experience by gently guiding users through the process of providing their property details. It replaces the approach of presenting users with a lengthy list of questions, ensuring a more engaging and efficient experience.

Furthermore, the 'Sell with Us' form now empowers users to effortlessly list their properties for sale by inputting essential details such as property location, title, type, and mandate. This feature was noticeably absent from the previous website

In order to distribute Prodigi Africa's research blog content into the right hand, we introduced a unique form that not only grants access to Prodigi' Africa's research intellectual property but also allow the team to monitor and engage with users who explore these valuable insights.

Did our solution work?

During the design process, A/B testing encouraged an iterative design approach. We didn't rely on assumptions but rather relied on concrete data to make design decisions, resulting in a more user-centered and effective website.

It's important to note that the live website is still in development. This ongoing phase will provide additional exploration into engaging interactions and allow us to make further refinements to optimize the user experience.

This website redesign exemplifies the power of UX design to transform Prodigi Africa's digital experience. It demonstrates embracing data-driven strategies, and maintaining a dedication to improvement.

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Posted Sep 14, 2023

Tasked with elevating Prodigi Africa's website user experience while aligning it with business needs.

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