AlJurf by IMKAN
2018 / Web, UI, UX, Research
IMKAN, is an Abu Dhabi-based real estate developer, who designs and builds luxury projects in the Middle East and around the world.
The project goal was to design a page that promotes luxury villas and residences on the sea developed under the name of one of IMKAN's brands - AlJurf.
Project Concept
Project goals
Design relatable site experiences that represent the uniqueness of each soulful place, while retaining a common thread so that visitors gain trust in IMKAN (AlJurf).
Reduce manual processing of leads (reduce reliance on passing over to sales) so that registered parties are responded to swiftly.
Ensure relevant content is available to visitors on mobile and desktop devices.
What does success look like?
These are the key themes captured at kick-off that guided the team in the decision-making.
For individual builds, we used these as a starting point to determine signals and metrics to measure the impact of solutions.
Research
What we did:
Content Inventory · Competitor Research · Inspirations · Sketching · Defining Key Customer Groups
Customers
The Social Set
Young affluent singles and couples, the “it” crowd. They need a trendy quality destination to socialize and relax with friends.
The Buyer Set
High-net-worth individuals, local and international investors. They are looking for unique opportunities to invest in the region.
Sketching & Wireframing
Sketching ideas
Sketching session with core team members, stakeholders, designers, and developers where different ideas were discussed and expressed.
Initial UX library
Creation of a component library that can be reused and recycled accordingly.
Goals successfully achieved
Numbers
Visitors: 10,000 for the first month after launch
Contact form conversion: 23% / 2,300 visitors expressed interest in buying property and left their direct contacts in the first month after launch.
Bounce rate: 18%
Average time on the homepage: 2 min and 33 sec
Call center load reduction: 56% fewer potential customers and agents expressed their interest using direct phone number