Overview
Prodigi Africa is a Real Estate and Property Management company with a stellar record of masterminding projects exceeding 1 billion USD across Africa. They help investors craft personalized pathways to real estate investment success.
However, their website lacked an intuitive user experience, making it challenging for users to engage effectively. My goal was to collaborate with their team to create an improved website contributing to Prodigi Africa's continued success in the real estate market.
Old home page
I led the website redesign project as an independent designer and developer. My main responsibility was migrating the website from Wordpress to Webflow and crafting an intuitive digital platform aimed at improving usability, engagement, and overall user satisfaction.
The website redesign involved a complete overhaul with strategic changes such as improved navigation, engaging visuals, and interactive elements. I also integrated clear calls-to-action and forms to boost lead generation and added personalized elements like customer testimonials and team introductions to humanize the platform.
I collaborated with Michael on revamping our website (prodigiafrica.co) and corporate profile. His hands-on, efficient approach and attention to detail were impressive. The ongoing support and training he provided for me and my colleagues have been exceptional.
Omolola Ogunde
Digital Marketing Lead, Prodigi Africa
Key Findings
STARTING WITH THE BASICS
Our research, driven by usability testing, aimed to understand and validate Prodigi Africa's website user needs and business requirements. To identify the website's strengths and weaknesses, I surveyed a focused group of 10 users, comprising 5 customers and 5 staff members of Prodigi Africa. This approach helped us gather valuable insights for the redesign.
Subsequently, I conducted a competitive analysis, where I examined leading competitors websites. My research found that 70% of leading competitors excelled in lead generation, providing crucial insights into a key area of focus for the redesign.
Research data
- Outdated UI: Users struggled with a cluttered interface (UI).
- Low Engagement: Unappealing content led to low user engagement.
- Lack of lead Generation Mechanism: The platform failed to convert visitors into leads effectively..
- Unclear Value Proposition: The value was not clearly communicated, reducing user interest.
- Lack of Personalization: The platform lacked a personal touch, making user connection difficult.
These insights validated the need for better information architecture, clearer value communication, journey mapping, and effective CTAs and forms for lead capture.
Old service page
Design Solution
WHAT AND WHY
Improved user interface and Navigation
I redesigned the user interface (UI) to achieve a cleaner and more intuitive look. This involved simplifying the layout, enhancing visual appeal, and optimizing load times for a seamless first impression. The homepage was revamped to prominently showcase services and essential information, ensuring users can quickly access what they need.
Home page redesign
Home page mobile screens
Gated Content and Lead Tracking
To help Prodigi Africa track interested prospects, I implemented gated content for downloading the company brochure. Users are required to provide their name, email, and state the purpose of download before accessing the brochure. This approach enables the company to identify and follow up with potential leads who are genuinely interested in their profile and services.
Download brochure pop-up form
Service Page Expansion
I expanded the service page by creating individual pages for each service offered by Prodigi Africa. This allows users to access detailed information about specific services, making it easier for them to understand their value and benefits. Each service page includes relevant content, visuals, and calls-to-action (CTAs) to guide users through their journey effectively.
Service page mobile screens
Humanizing the Website
To make the website more relatable, I introduced a "Team" section on the About page showcasing the individuals behind Prodigi Africa. This section includes their profiles and photos, aiming to build trust and a personal connection with users. Additionally, I incorporated customer testimonials to provide social proof and reinforce the company’s credibility and success.
About us page featuring team and testimonials
Caption
New Sell Page and Multistep Forms
I introduced a new "Sell" page within the "Find a Property" menu, offering users the ability to list their properties for sale conveniently. Central to this page is a specialized multistep form titled "Request Valuation," designed to enhance user experience by breaking down the submission process into manageable steps. This approach ensures a streamlined and intuitive journey for users, simplifying the process of listing properties and maximizing ease of use.
Caption
Mad Mimi & zapier Integration
During development, I streamlined the process by integrating MadMimi through Zapier. This setup automates the submission of completed forms from the website directly to designated mailing lists. This integration facilitates efficient email marketing by ensuring that user information is captured and organized automatically, enabling targeted and timely communications.
Reflections
LESSONS LEARNED AND KEY TAKEAWAY
Looking back, I realize how important early user involvement was in the design process, leading to more effective and user-friendly solutions. This collaborative approach ensured that usability and business problems were identified from the outset.
