Propiamente
Role: UX/UI Designer
Time Line: 30 weeks
Setting: Two designers UX/UI
Overview
In the past, affordable housing often involved sharing a building with different people. But what if you could share ownership of just one apartment? "Propiamente" is a new venture addressing the real estate challenges faced by younger generations who find it nearly impossible to afford property due to skyrocketing prices and rent. The company is currently seeking investment to begin operations in Mexico.
Problem Statement
In Mexico, the concept of co-ownership of a single apartment is quite new. The challenge was to determine if this business idea would be appealing and easily understood by potential buyers. This data was crucial for the stakeholders to attract investors and get the company off the ground.
User & Audience
The target audience was individuals aged 25 to 35—people beginning to seek independence and either renting or looking to buy a place if financially possible. We ruled out couples since they typically prefer not to live with others. The audience was also narrowed to those earning over $20,000 MXN monthly, as this was the minimum income requirement set by the stakeholders.
Process & Methodology
Phase 1: Alignment
The project started with an initial alignment phase, where all the research provided by the stakeholders was reviewed. During this phase, the team established the final objectives and the overall scope of the project. The goal was to ensure that all involved parties were aligned in terms of the business model, design direction, and expected outcomes.
Phase 2: Landing Page Development
Following the alignment, we began the development of the landing page. This phase involved creating mid-fidelity wireframes that were later tested with users. The purpose was to determine if users understood the company’s objectives and its new business model, and to gauge their interest in being involved with the company. This feedback was critical for the stakeholders, as they sought validation of the business model from potential customers.
Phase 3: User Persona Definition
After gathering user insights from the testing phase, we moved on to defining the customer persona. This was crucial for establishing a clear understanding of the target audience and ensuring that the next stages of the project would focus on meeting the needs of the ideal users.
Phase 4: Corporate Identity and Graphic Design
Simultaneously, work on the corporate identity and the graphic identity of the website was underway. Three logo proposals were created, and after stakeholder review, one was selected and refined. During this phase, we also selected the color palette and established the graphic guidelines for the website.
Sitemap
Usability testing results
Objective:Validate the Business Idea and Mid-Fidelity Website Prototype
User persona
Phase 5: Design System and High-Fidelity Wireframes
Once the visual identity was defined, we began creating the design system that would guide the entire website development. Alongside this, we worked on high-fidelity wireframes and responsive versions for different screen sizes. This allowed us to ensure a consistent experience across all devices.
Phase 6: User Testing and Iterations
With the high-fidelity wireframes ready, we conducted another round of user testing. Based on the feedback, we made necessary iterations to improve the design and functionality.
Phase 7: Website Tagging and Analytics Setup
In the final phase, we implemented tagging for the website, allowing us to set up analytics and monitor user behavior. This step was essential to ensure that the stakeholders could gather valuable insights for future decisions and optimizations.
Outcomes & Lessons Learned
Being part of the ideation process for a startup from the ground up, seeing how a business idea evolves, and conducting research to validate its viability was a valuable experience.
Outcomes:
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Successful Delivery: The website is live, and we are awaiting results from marketing campaigns to determine the next steps for the business.
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Stakeholder Satisfaction: The research and graphic proposals were well received, allowing the stakeholder to validate their business idea and see it grow into a promising enterprise.
Lessons Learned:
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Listening to Users: Engaging with potential users was essential to understanding their needs, concerns, and fears about making one of the most important investments of their lives: purchasing a home.
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Teamwork: Collaborating with Diana Mayra Laguna and mutual support throughout the project was key to overcoming challenges and achieving success.
Website High-Fidelity
Second round of usability Testing results
Objective:Validate Usability and Website comprehension in High-Fidelity
Scope & Constraints
The project spanned four months. During this time, we conducted user interviews to assess the viability of the business model, defined the user persona, designed the brand identity, and developed and tested the website in mid and high-fidelity, iterating based on insights gathered.
