Blue Towers Family Realty Group is a full-service real estate management and investment company specializing in single and multi-family properties.
In the summer of 2015 I created a brand identity for a real estate company. I worked closely with project stakeholders and customers to co-create solutions that solved real user needs. Design methods we used included facilitating workshops, interviewing potential customers and prototyping solutions. During my time working on this project I created 3 deliverables including a website, mobile application, and corporate identity package. Also, I helped manage the timelines of getting additional deliverables out to the client.
Blue Towers Family Realty Group
Lead UI/UX Design, Graphic Design, Video, Front-end Development, Art Direction
1 designer/developer, 1 SME
New York, New York
Situation: The traditional house buying process is often a one-way “conversation” between the sale representative and buyer. This is achieved by some cold calls, sales demos and qualifying leads. While all still important, the biggest change has happened in the way that people buy.
Conceptualization and Ideation
We used an agile iterative approach with collaboration when creating a solution for Blue Towers Family Realty Group.
Task: This process involved conducting user interviews and competitive research into the real estate market. After having a go-ahead from the client on the mockups, I began to conduct usability tests with the low-fidelity mockups. Once I had confidence in the deliverables, I began finalizing designs. Below are a few of the use cases I came up with:
Agile and Design Thinking Framework
Iterations were based off weekly sprints. I tracked daily metrics and details on backlog items and their respective acceptance criteria during, the cupcake, cake to wedding cake, until I got to the minimum viable product. For the duration of the project I monitored the progress and version control through a pull method using GIT, Jira, Zoho Sprints, KanBan Flow and Bit Bucket. Below is the process I used that helped me get to the MVP:
Together with Blue Towers Family Realty Group we defined early on what our success metrics were.
Action: After all, without knowing what success looks like – how can we be sure we have achieved it? We ended up creating prototypes and provided Blue Towers Family Realty Group with a strategy for better engagement with their users. Branding design including video, stationary, logos and pamphlets were created using illustrator, InDesign, Photoshop, Premier and After Effects. UI/UX designs for the project were completed in Sketch and Invison. The entire project was developed in WordPress with HTML5 (Bootstrap) CSS3 and JS (jQuery) followed by back-end development in PHP. The MYSQL database including JSON data were stored in PHPMyAdmin. Ultimately, 3 deliverables were generated from the group design sessions which included a website, mobile application, and corporate identity package:
With the target audience of this project being people searching for places to buy or rent, accessibility to Real Estate was top priority.
Results: We made design and development decisions with the aim of meeting the Blue Towers Family Realty Group criteria. As icing on the cake, the synergy between their internal team and myself could not have been better; our collaboration created solid design choices that have also been implemented in the clients’ final presentation materials. Below are a few of the overall metrics we achieved from this engagement: