The old ISHO website faced challenges that limited user engagement and the project's value presentation.
• Lack of accessibility
• Unclear user journey
• Features missing
• Outdated design
• I've added a feature that offers possibility to switch the language version of the website. Additionally, I used text hierarchy and a color palette that match WCAG.
• The information architecture was improved, presence of CTAs in multiple sections within a page.
• I added multiple features such as 'find a new home', 'apartments filter', 'explore pages'.
• I crafted a new modern design with a variety of engaging animations that aligns with the brand values.
Concept and Development
Client
ISHO
Role
UX/UI Designer
Team
Freelance ( myself )
Year
2024
Project Scope
Scope Description
Enhancing the user experience for new clients searching for a home, with a focus on increasing the conversion rate.
Deliverables
• User Research
• Build a User journey map
• Identify competitors and conduct a competitive analysis
• Deliver Website Design Concept
Constraints
• Low Budget
• The team is at the beginning of its career.
This project journey runs a series of UX phases from uncovering the problem to finding a solution focussing on a group ordering user-centered approach
I've conducted quantitative research based on a survey. A total of 20 individuals were surveyed to gather extensive insights into the needs, pains and common impressions of the target audience.
I've met the Marketing Manager to find out the business goals and needs.
I performed a competitive analysis that shows the strengths and weak points of the potential competitors. The competitive analysis of this project can be found here. ←
For a better understanding of the current product and market analysis, it becomes easier to validate user needs and identify potential improvements. This research provides a clear perspective on how to differentiate from competitors.
The site map I created outlines the user journey, showcasing the main navigation paths and features to ensure a seamless and intuitive experience. It addresses key challenges such as accessibility, clear user flow, and integration of new features, while reflecting a modern, user-friendly design. Every page is designed to lead to conversion.
Using these findings, I created wireframes to structure the design. These tools helped align user needs with business goals, ensuring that the final product addresses market opportunities and challenges identified in the research phase.
The colors, font style and size and also basic components have been decided. I used the brand guidelines regarding font and colors.
Let's dive into the features
Going further, I’ve outlined the key solutions and finalized the design approach for this project. These strategies address the core challenges and provide a clear path to improving the website’s functionality, user experience, and overall impact.
More screens..
ISHO Living
ISHO Offices
ISHO Retail
ISHO Parking
What were the final outcomes? ( User Testing )
As the project comes to an end, after the design phase, I conducted user testing session with 15 participants from the target demographic (ISHO’s potential customers). The testing focused on key user flows, such as navigating the homepage, booking a visit to property, accessing a property information, and visual aspects.
