JLL

Overview

JLL is a renowned global real estate services firm. In this project, I led a team in the re-design of JLL’s UK residential digital platform, aiming to enhance user experience and streamline operations. As the product designer, I played a pivotal role in conceptualising and implementing design solutions.

‍Challenge

JLL, a leading global real estate services firm, faced several challenges with their UK residential website. The website suffered from confusing information hierarchy, making it difficult for users to navigate and find relevant information. Users reported issues with the clarity and organisation of information, leading to frustration and decreased usability.

Additionally, the excessive use of the brand’s signature red colour posed a significant challenge. While red is a core element of JLL’s brand identity, its overuse on the website led to visual overload and made it hard for users to focus on essential elements. This abundance of red not only detracted from the overall user experience but also hindered readability and comprehension.

Furthermore, users encountered difficulties in using features such as property maps and saving properties to favourites. These usability issues hindered the seamless interaction with the website and contributed to a decline in user satisfaction and engagement levels.

Process

To address the challenges of JLL’s UK residential website, we conducted three key workshops:

Audiences Workshop: Identified different personas and buyers, such as first-time buyers, renters, mid-market clients, and investors, to tailor the user experience.

Visual Direction Workshop: Established the website’s structure and visual identity, aligning with JLL’s branding.

Content Workshop: Created a clear content hierarchy to ensure easy access to relevant information.

Following these workshops, I created wireframes and prototypes, which were used in testing sessions with the client to gather feedback and refine the designs. After finalizing the wireframes, I developed three distinct design routes for the homepage. The client selected one of these routes, and we used this chosen design direction to create the rest of the website’s pages, ensuring a consistent and cohesive look and feel throughout the site.

Outcome

Although the project is still in the building stage with the development team, the preliminary results have been promising. The testing sessions with stakeholders and external users provided valuable feedback that has been instrumental in refining the design.

Key outcomes from the testing phase include: – Improved Information Hierarchy: Users found the new content structure significantly more intuitive and easier to navigate. – Enhanced Visual Appeal: The selected design route received positive feedback for its balanced use of color and improved readability. – Increased Usability: Features such as the property maps and the ability to save properties to favourites were rated much higher in usability tests compared to the previous design.