ALDAR Digital Experience
Aldar wants to develop an omni-channel experience across all online / digital touchpoints for a seamless and consistent customer real estate journey. This would streamline its current varying customer journeys into a desired world class experience across the full customer life cycle (consideration, acquisition, onboarding, servicing and retention) in line with Aldar’s CX Vision. The primary objective of the new Aldar.com V2.0 website is to relook at the user experience and user interface. Thereby making the Aldar.com the primary source of lead generation to drive real estate development sales and providing the updated Aldar’s financial status to its investors.
Client
Ogilvy
Industry
Digital Product
Service
Lead Experience Designer
Year/Duration
July 2019
The Problems
In order to really become the primary lead generating source, we need to relook at what the website offers, and also how ALDAR is presented on the website.
Inspired by the the Marketing director’s quote, we tried to apply this approach with the new website, the first level of interaction between interested buyers in Abu Dhabi, and ALDAR.
Adopting a purely human-centered approach, we challenged ourselves and questioned where is home? What is home? How is the feel of home?
PROTO-PERSONA: We focused on studying and analyzing 1 simple persona type. The buyer.
PROTO-JOURNEY: We then moved to defining the major steps this persona goes through before moving to his apartment.
UJM: Our contextual research helped understand the why, how, and where this persona can perform his tasks.
ADAPTED STRATEGY:
We finally adapted the Connected Strategy which perfectly fits ALDAR’s vision to build long lasting customer relationships.
The Research
It’s not boxes and pixels, it’s home
I came to discover truly that home is not a place. It can be someone, some thing, some story, or even some experience.Isaac, one of our personas helpedWhat if the experience of home, start right from within the ALDAR website?
We started developing a simple Information Architecture unifying main sections into two: Residential & Commercial
ALDAR in Arabic means home.
And this is exactly what this website needs to be. A single place where everyone can do anything related to ALDAR; browse apartments, invest, book visits, pay, call for services, connect with the community, request maintenance, chat with support, etc.
Low-Fidelity Design
We then moved to the wireframes design.
ALDAR is a multi-use and diverse platform, and consistency is key. This is why I build the ALDAR’s design adapting an atomic design approach which was a great choice in order to proceed with a Universal Design System for all involved parties.
The Design Solutions
So, we built home, on sitecore
A fully customizable and scalable interface to cater the ALDAR user’ needs from the moment they discover ALDAR until they become part of their communities.
The homepage consists of 3 main sections: 6 key ALDAR experiences, property browser, and news. The modular interface is fully customizable based on the users' preferences and previous visits.
We also built a simple guiding tool in the search page to help users find home.
Once ALDAR users become customers, they can easily switch to the community section to view notifications, send messages, request services, and interact with their community.
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