Bright Real Estate
Overview
My Role
Contributed to user research (surveys & interviews) and insight synthesis
Co-led ideation and validation of design directions
Led UI design and executed the landing page redesign
Collaborated with team on final testing
My Team
Research
Problem Identification
Validated through user feedback and analytics
"The page didn’t clearly explain the project."
"Too much text made it hard to visualize the property."
"I wasn’t confident enough to submit an inquiry."
"The page didn't clearly deliver the information."
Research Overview
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Users Interviewed
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Competitor Analysis
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Analytics Review
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Timeline
Insight
Behavioural Analysis
Early drop-off behavior: ~80% of users left within seconds, with minimal scroll engagement below the fold
Low interaction with CTAs: Despite visibility, users were not engaging with inquiry actions
Interview Insight
Comprehension-first behavior: Users often skipped large text sections and relied on images to quickly judge property value.
Trust-dependent decision-making: Lack of immediate credibility signals reduced willingness to submit inquiries
Competitive Benchmarking
Visual-first hero sections: That could immediately communicate the property
Minimal above-the-fold text: To improve clarity and reduce cognitive load
Trade off & Constraints
Based on Research insight
Visual clarity vs detailed information While users preferred a visual-first experience, completely removing detailed content wasn’t feasible. Information was restructured into scannable sections, balancing clarity with completeness.
Speed vs experimentation Due to time constraints, decisions relied on research insights and competitor patterns rather than testing multiple variations.
Simplicity vs expansion The focus remained on improving the existing experience instead of adding new features, avoiding unnecessary complexity within the scope.
Constraint
Limited access to users during redesign User feedback was gathered early in the process, but there was no opportunity to validate design decisions with users during or after implementation.
Campaign dependency Traffic was driven by ongoing campaigns, so audience intent and quality could not be controlled during the redesign phase.
Project goal
Design Insight
User Insight
Users struggled to quickly understand the property due to text-heavy content and weak visual hierarchy. In a high-investment, trust-driven decision context like real estate, users require immediate visual understanding and early credibility signals to feel confident enough to take action.
The strategy we followed
See before you read → enable instant visual understanding
Trust before action → establish credibility early
Reduce cognitive load → simplify and structure content
Guide decisions → create a logical information flow
Solution
The landing page was redesigned with a visual-first approach, prioritizing property imagery in the hero section to enable immediate understanding.
Text-heavy sections were reduced and reorganized into scannable blocks with clear headings and key highlights.
Important details such as connectivity, location, and property features were surfaced earlier in the layout.
The inquiry flow was simplified by reducing form friction and making call-to-action elements more prominent and accessible for users.
Impact
Based on the final analysis.
Redesign became a template for future campaigns
Improved consistency across landing pages
Reduced dependency on content-heavy pages
Impact Context
To ensure accurate interpretation:
Analysis was conducted over comparable time periods (pre vs post launch)
Traffic came from the same campaign type, targeting similar audience segments
No major changes were made to pricing, offers, or property positioning
Conversion tracking (form submissions) remained consistent across both phase
Impact analysis
“We compared 4-week pre- and post-redesign performance using Wix Analytics, keeping campaign type and traffic sources consistent. Conversion (defined as form submissions) increased from 5% to 15%, alongside reduced bounce rate and improved engagement. While external factors cannot be fully ruled out, the improvements aligned with UX changes focused on visual clarity and trust signals.”
Outcome
↓
Bounce Rate
↑
Conversion Rate
↑
Sales Growth
%
Lead to Sales
Take Away
If I had more time, I would:
run A/B tests on hero variations
validate trust components through usability testing
analyze long-term lead quality beyond initial conversion