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Digital showroom: redefining property sales with seamless buyer experiences

Role
UX designer
Visual designer

Timeframe
From november 2021 until now

Industry
Proptech
B2B
Real State

Overview

The Digital Showroom was designed to elevate the way real estate developers showcased their projects online. By providing developers with a complete platform to manage their projects, the showroom enhanced transparency, empowered sales teams with tools, and created an intuitive experience for buyers.

This platform offered developers a tailored presence for each of their real estate projects while giving buyers access to detailed, easy-to-understand information about available properties. The result? A streamlined, buyer-centric journey that increased engagement and boosted sales.

Role

As the UX and visual designer, I focused on creating a seamless and visually compelling experience for buyers. My contributions included:

  • Structuring the showroom: I developed a clear structure and storytelling approach that translated complex real estate data into an accessible, buyer-friendly format.

  • Unit information design: I designed the section showcasing detailed property information, ensuring it provided the essential details buyers needed to make informed decisions.

  • Collaborating for success:

    • Worked with customer success teams to guide client calls, explore project specifics, and present demo versions. I also helped monitor showroom performance and iterated on designs for improved outcomes.

    • Partnered with development teams to optimize the implementation process, resulting in a 60% reduction in implementation time.

Challenges

What was the problem?

The project faced several challenges that required creative solutions:

  • Content adjustments and launch delays: Frequent changes to the structure and content of the showrooms, combined with delays in receiving essential materials (images, renders, brochures), extended launch timelines.

  • Lengthy implementation times: The initial development and onboarding processes were time-intensive, delaying go-to-market schedules.

To address the challenges, we implemented:

  1. Prioritization Systems: Developed a prioritization system for content adjustments in collaboration with the Customer Success Team, reducing delays and ensuring a faster launch process.

  2. Onboarding Enhancements: Improved onboarding flows to ensure developers provided all necessary materials upfront, streamlining the process.

  3. Development Efficiencies: Worked closely with developers to identify inefficiencies and reduce implementation time significantly.

Solutions

Metrics and impact

The launch of the Digital Showroom delivered measurable results:

  • 35% Increase in Active Projects: A direct result of streamlining implementation times and enhancing developer tools.

  • Improved Buyer Conversion Rates: Introducing forms before key actions, along with better storytelling and design, boosted the percentage of buyers taking desired actions.

  • Enhanced Showroom Performance: SEO strategies and iterative improvements ensured better visibility and performance for developers' projects.

Research-driven design

A key part of the project’s success was the ongoing research and feedback loops established with developers and sales teams. Bi-weekly sessions with developers allowed us to track the performance of their showrooms and identify areas for improvement. This iterative process ensured that the platform continued to evolve in line with user needs.

Similarly, working closely with sales teams helped us refine the quoting tool and other features they relied on daily. By understanding their workflows and pain points, we were able to introduce targeted enhancements that boosted their efficiency and satisfaction with the platform.

Reflections and key learnings

The Digital Showroom was a transformative project that reinforced the importance of collaboration and user-centered design. One of the most valuable lessons I learned was the importance of clearly defining product objectives and deeply understanding client needs from the outset. This clarity allowed us to create solutions that truly addressed the challenges faced by both developers and buyers.

Another critical takeaway was the value of iterative improvement. By launching quickly and gathering real-world feedback, we were able to refine the platform in ways that delivered measurable results. Finally, this project highlighted the importance of cross-functional teamwork. By leveraging the strengths of each team—whether in design, development, or customer success—we created a platform that set a new standard for digital real estate experiences.

Looking back, the Digital Showroom was not just a product; it was a tool that empowered developers to thrive in an increasingly digital market and provided buyers with a seamless, trustworthy experience.