Overview
A client approached us with a request to create a promotional website for a new residential complex in Lutsk. The campaign was aimed at selling apartments and commercial space in the complex, which was the largest in the city.
Goals
The primary objective was to create a design that would result in a high conversion rate for the advertising campaign. Additionally, it was important to ensure that the product would stand out among competitors, create a "wow" effect when visitors land on the website, attract the relevant target audience, and filter out the irrelevant ones based on the brand positioning.
Research
I started my research by analyzing both direct and indirect competitors, including local and regional companies. Upon analyzing the data, I discovered that the majority of competitor websites were outdated, unfriendly, and lacked intuitive design, with very few high-quality photo and video materials showcasing their product. As a result, the websites failed to entice potential customers to purchase an apartment or space. Additionally, the websites were poorly optimized for mobile devices. Fortunately, the client provided us with comprehensive information on their target audience and brand positioning, which was crucial in making important decisions.
Prototyping
After gathering data in the previous stage, I began generating ideas and solutions. The main advantages identified were a bold design with a wow factor, clear navigation, and easily accessible product information. These factors are important because a bold and visually appealing design can evoke emotions in users and help the website stand out among competitors. Clear navigation can reduce mental load and make it easier for users to take the target actions. Quick access to relevant information can instill confidence in both the product and the company behind it. All of these ideas were implemented in the wireframe prototype after several iterations of feedback from the client and potential users.
Final design
The final layout successfully fulfills the main tasks of the project. It has an unusual visual appearance, horizontal scrolling, animation, and high-quality images that make it stand out among its competitors. I also added sound design to the interface, which has an emotional impact on site visitors and adds the necessary "wow" factor to the layout. The navigation is always in sight, and there is a huge button with the main CTA that encourages users to click it. The layouts have large, bright photos and compact text that do not overload the layout and provide certain emotions according to the brand's target audience. I adapted the layout for mobile devices and tablets, with special attention paid to the mobile version. I optimized the apartment selection section, menus, forms, and content blocks for mobile devices.
Desktop
Mobile
