INTRODUCTION
We redesigned SRI's (Singapore Realtor Incorporation) Corporate website and developed a responsive agent recruitment website. These platforms now serve a diverse audience, including international clients, corporate developers, and individual homeowners.
We aim to strengthen SRI's digital presence, expand its market reach, attract top talent to join the team and enhance the overall user experience for all stakeholders.
ROLE
UIUX Designer (worked alongside a Senior UX Designer)
Responsible for end-to-end user experience design & ensuring design is implemented as intended.
TIMELINE
November 2023 - March 2024
View live website here: sri.sg
THE TEAM
2 UX Designers, 1 Product Owner, 1 Project Manager,
2 Engineers
PROBLEM STATEMENT
SRI’s existing Website and recruitment platform are not effectively reaching target audiences, including international clients, corporate developers, and individual homeowners. Additionally, they are not attracting the top talent needed to fuel the agency's expansion.
How might we create a scalable platform that amplifies SRI's brand and empowers them to cater to a diverse user base, enabling significant business growth?
CURRENT EXPERIENCE
OBSERVED ISSUE
Visuals
Heavy use of graphical and video banners creates an initial visual spark but fails to deliver the necessary details or clear CTAs for users to discover more.
Navigation
Seems cluttered, having many menu items lack focus. Ambiguous and repeating menu names can be confusing for users to navigate.
Branding
Fails to convey SRI's unique personality through its design. The design elements seem outdated and lack brand-specific design features that stand out to users.
BREAKDOWN OF THE PROBLEM
🤷🏼 Limited Digital Presence
The current website, built on WordPress, lacks mobile responsiveness and effective SEO. This outdated platform hinders SRI's ability to attract new clients and expand its brand reach.
🚧 Poor User Experience
Users struggle to navigate the website due to confusing information architecture and a lack of intuitive design elements, making it difficult for various user groups to find the content they need.
⚖️ Scalability Limitations
The current website doesn't effectively cater to the needs of distinct audience segments. A lack of clear value propositions for different visitor groups hinders the website's ability to convert visitors into leads and clients.
COMPETITORS ANALYSIS
We analyzed the current market trends and competitor strategies to identify opportunities, gaps and areas for improvement.
IDEATION
After looking through references and understanding more about the market trends, we brainstormed and used low-fidelity wireframes in Figma to experiment with the layout, draft content placeholders, and establish the information hierarchy.
We made these improvements ✨
PROCESS AND SOLUTION
PROCESS AND SOLUTION
🗃️ Reorganising Information Architecture to cater for different user groups
OLD
REVISED
Grouping services based on User groups: To help Increase relevance by providing content and services directly relevant to user’s needs, with clear CTAs and targeted messaging for each user group, which can keep users engaged and increase the likelihood of converting. (Submit forms, request a demo etc.)
📍 Guiding Users by improving the Navigation Menu
OLD
REVISED
Streamlining the Navigation Menu: Removing unnecessary items and simplifying labels creates a clutter-free experience. This allows users to quickly scan different categories at a glance, and reach their desired destinations with fewer clicks.
Renaming based on User Groups: Labelling menu items can accurately tell users what content lies beneath each section, helping users to find things more easily and intuitively.
🏡 Enhancing SRI’s Brand Identity
FOR CORPORATE WEBSITE
Ultilising visual elements: We used vibrant palettes, and high-quality visuals to complement our product features and benefits to create a cohesive visual experience for users.
Establishing an Information Hierarchy: By effectively organizing information with clearer focus, context, and relevant CTAs on each page, we enhance content readability and navigability to help users find information quicker.
A casual and enthusiastic tone and language: Applying this language across the website creates a welcoming atmosphere that can establish a connection and reinforce SRI's youthful, trendy image.
FOR AGENT WEBSITE
Designing through Storytelling: Utilising the power of visuals to narrate SRI’s success story, and company values to highlight the growth opportunities available to inspire new agents to envision their thriving careers with SRI.
Impactful, bold hero banners: We incorporated high-contrast, fun, celebrative colours in banners and other design elements to ensure our CTAs stood out to encourage potential talents to join SRI.
Communicating SRI’s Value Proposition: Outlining the benefits of joining SRI (Career advancement, earning potential, and exclusive perks etc.) can demonstrate how SRI aligns with potential agent’s both personal and professional goals.
📱 Designing for better Mobile Experience
BEFORE
AFTER
Optimising for touchscreens: By increasing clickable areas, such as buttons and links (which are replaced by cards), makes it easier to tap with fingers.
Increasing readability: By using appropriate font sizes, enhancing background and foreground contrast, and ensuring proper spacing between lines, paragraphs and sections for a more comfortable reading experience.
SRI’s Website Experience for different user groups ✨
OUR REDESIGN
SRI’S NEW EXPERIENCE
For
Homeowners
01
Multiple entry points for homeowners to search for property via address input, book an appointment with an agent or get in touch with SRI.
Step-by-step guides, FAQs, new launches as well as insights articles to offer helpful resources for new homeowners.
Testimonials to showcase positive feedback from satisfied homeowners to build trust and credibility.
For
Corporate Clients
02
Highlight SRI’s specialisation for respective services offered for Property Management, Local project marketing and Capital markets.
Competitive Auction sale events aim to achieve optimum prices within a specific timeframe.
Platform to showcase overseas project listings under SRI and filter by countries.
About SRI
03
Showcase SRI's values, mission, unique value proposition to connect with potential clients on a personal level.
Introducing SRI’s edge-cutting technologies that empowers agents with tools and platform to effortlessly find their clients' perfect properties.
Browse authentic reviews from clients with real transactions
For
Potential Agents
04
Showcasing SRI's success story and company values to highlight growth opportunities for potential agents.
Calling out perks and benefits such as company retreats, inclusive working environments, and commission structures etc.
Feature SRI's leadership and mentorship programs to advance agents' careers within the company.
END