allmyhomes is a proptech company based in Berlin that combines branding, content creation, lead generation, and sales, connecting project developers and buyers in a fast and efficient way. It is focused on new construction real estate.
The services provided by allmyhomes work in two directions. For developers, it brings efficiency and transparency to the complete marketing process of new-build properties. For buyers, it offers support during the whole process, from the search phase and financing to reserving and ultimately making the purchase.
The allmyhomes website functions as a marketplace. On the homepage, users interested in purchasing a property receive guidance, direction, and can easily navigate through various projects.
After selecting a project, users can access the dedicated project page. Here, they will find comprehensive information about the specific project, including images, virtual tours, location details, available apartments types, and more.
From here, users have the option to explore individual unit pages with specific apartment details or request a personal consultation by clicking on the CTA.
Role: UX designer
Duration: 2 weeks
Tools: miro, Sketch
During my time at allmyhomes, I joined the UX team to help them enhance certain aspects of their existing products. One of them centered around the project page. Collaborating as a team, we should analyze the current page, identify existing problems, and suggest potential solutions.
We would apply the Design Thinking Process, focusing on the Understand, Ideate, and Prototype stages.
Understand: research, competitor analysis, and problem statement.
Ideate: How might we solve those problems? Affinity mapping and prioritization of the findings.
Prototype: Wireframe the high-priority ideas and iterate on our hypothetical solutions.
A redesigned and enhanced project page, maintaining alignment with the current style guide.
We based our knowledge in the insights of previous research already conducted by the team, including user personas. Some of the interviews, for example, shed light on existing needs and goals:
"I pay a special attention to the location and the feeling I have with an apartment."
"Unfortunately, the market makes it difficult to search for an apartment in a relaxed manner."
"I prefer the process to be as independent from the broker as possible."
The resulting user journey of property buyers revealed an extremely complex process with the following phases:
In short, the biggest issues these users face are:
Trust: can I trust the company, the developer, the whole process...?
Uncertainty: Am I taking the correct steps during such a complex process?
To achieve a fresher look, we did a competitor analysis. Some colleagues of the team analyzed myne-homes.com. In my case, I conducted the analysis of Pacaso (www.pacaso.com). Some strengths from Pacaso that we could learn from include:
Strong trust-building elements and educational resources.
Strong and positive emotional presentation of the projects.
Tone of voice, extremely down-to-earth and didactical.
With these insights, we revisited our own page to discover possible problems. Our findings included:
Tone of voice: somehow cold, lack of direct interpellation to the user, insufficient didactical elements.
Trust-building elements: absence of testimonials, press references, and information about the developer of the project.
Emotional connection to the project: room for improvement.
Layout: page not easy to scan. The sticky card on the right creates imbalance and clutters the layout.
"Users interested in purchasing a new property need a transparent, trustworthy, and understandable platform that guides them through the entire buying process, from the initial exploration to the final steps of the acquisition, because it is very complex - especially for first-time-buyers - and involves substantial amounts of money.
We will know this to be true when the project page that meets these requirements and we achieve a high conversion rate of potential buyers seeking a consultation."
We addressed those problems with "How might we..." (HMW) questions as a way to find the first potential solutions. We focused on two main topics:
HMW increase trust in the company and in the developer, users buy from?
HMW present key information (project, developer, pics, videos) to potential buyers all at once?
After intense rounds of brainstorming, we clustered our ideas and summarized our insights, prioritizing them in diagrams. We reached hypothetical solutions, including:
Trust in the company, because it is the user's direct contact throughout the process:
Include trust elements, such as testimonials, more focus on explanations of the buying process, and more presence of FAQs.
Improve the tone of voice: make the whole process seem easier with a friendlier, accessible, and a more direct way to communicate with the user.
Provide a clear information architecture and layout: alternate images and text to provide balance and clarity. Cluster information to improve scannability of the page. Collapse longer paragraphs into expandable sections.
Trust in the developer, because it is who the user is buying from:
Add a short introduction and presentation to the developer, and a link to their website.
Add updates about the progress of the construction site.
Trust in the project, because it is the user's potential future home:
Boost the emotional connection with the area, maybe through the use of more images.
Add points of interest into the map.
Provide more and bigger images, maybe via additional sliders.
Note: Under ideal circumstances, we would have shared these insights with a cross-functional team consisting of product managers and front-end developers, to analyze the feasibility and genuine interest on these new elements. However, due to time constraints, and in the context of this project, we proceeded to the next steps being aware of it.
As a team, we collaborated on creating initial low-fidelity wireframes using miro. Our main goal was to organize the different sections and determine their general content.
We soon reached some initial decisions:
Remove the sticky card to better showcase the main content. We would place the CTA in the sub navigation of the project page, which would remain sticky at the top, thus always accessible.
Add more visual elements, like icons to support the information.
Visually differentiate each section, with better spacing to achieve a clearer layout.
Add more images of the area, probably as a collage or a mood board.
Add an AI-based chatbot in a fixed section of the page. We would avoid the standard floating bot so as not to create the negative associations many users have with them.
Add a section with a CTA engaging users and showing we are ready to assist them at any time.
Once we had a clear final idea of our wireframe, we moved forward with Sketch and implemented the brand's UI. We went through multiple iterations of high-fidelity wireframes, and came to our final ideas:
Navigation bar: more modern look, with a transparent background.
Intro section: visually engaging experience with increased white space. Icons section with the keyfacts of the project, and a wider section that uses tabs to integrate an image slider, a project video, and the 3D navigator.
Apartment type section: much more visual, with more relevance of the images, including the floorplan.
Balance: alternating images and text both on either left or right half of the screen, repeating the structure throughout the page.
More scannable page: Easier to differentiate sections.
Moodboard using images that evoke the experience of living in the area.
Points of interest added to the map.
Developer section: Brief information with link to their website.
Construction site section: showing the ongoing progress of the works.
More informative and transparent elements, adding FAQs and the new section that addresses the user and includes a CTA.
Tone of voice: first steps towards making it more accessible and friendly.
When adapting the redesign to mobile, we kept the same main ideas:
Reorganize the general layout for easy scanning, with a repeated structure for each section and an enhanced spacing.
Floor plan: accessible via a button.
Moodboard: Placed at the beginning of the location section, in line with the mobile layout.
Expandable text in longer paragraphs to minimize scrolling on smaller screens.
Integration of the AMH buying process as first FAQ, to reduce the need of excessive scrolling.
Test and validate our hypothesis through methods like A/B tests).
Iterate and explore different UI solutions.
Communicate our concepts with a cross-functional team, encompassing product managers for overall product evaluation and front-end developers to ensure technical feasibility.
Collaborate with this team in agile sprints to transform those designs into deliverables.
Work with copywriters to refine the page's overall tone.
Evaluate the success of our redesign by measuring different KPIs such as conversion rate, time spent on the site, and user engagement. Compare these metrics against those of the current design.
Working with a team of UX designers in a fast-paced environment with time constraints was both challenging and enlightening. From brainstorming and sharing diverse ideas on the fly to collectively evaluating and selecting the most promising ones, this experience highlighted the importance of teamwork, active listening, and instant feedback.
This project differed from what I had done before. It was not about creating a new product but analyzing and enhancing an existing one. It taught me to embrace bold and innovative choices when possible, while staying true to the brand and its ecosystem. In short, I have learned to remain grounded while balancing creativity with practical design decisions.