Domain Residential: an optimised website for luxury real estate marketing
Client: Domain Residential
Website: www.domainresidential.com.au
Website design deliverables: UX Research, UX Design, Information Architecture, UI Design, Staff Headshots & environmental portraits, High-Fidelity Wireframes in Figma & web developer hand-over, micro-copy, copywriting. Photo sourcing and selection.
I was commissioned to design the new website for Domain Residential and give their brand an optimised website for luxury real estate marketing.
Domain’s previous website was based on a template within the Agent Box ecosystem, which was difficult to modify, a challenge to integrate and generally outdated software. So it was time to upgrade to REX and build out a new website.
Since I had been contracting as a designer for Domain for several years, I had intimate knowledge of their business, the local market, the competitors, how they want to position themselves, and a database of their best visual assets, drone shots, CGI’s and luxury homes. I had also previously written copywriting for marketing brochures and had selected icon libraries on hand.
As a result, I had all the ingredients required to build a solid project.
UX/UI and Visual Design Process
For this project, we followed lean user-centred design principles, and we went from concept through to the delivered website, fully functional within a month.
Competitor Research
Understanding the market and the niche was possible through detailed competitor research.
Strategy and Assets
Decide key features for the product, create user flows, and collect digital assets to use in the design.
Design Wireframes
Content strategy, Information architecture, writing micro-copy and a branding strategy. Deliver finished art.
Web Development Handover
Hand over Figma file to developer, walk through structure and page flow and ensure proper design delivery.
insights & Discoveries
Many users were viewing on two devices
User behaviour can often involve a multi-touchpoint approach within the real estate niche. Many users will view a property on a mobile device first and then on a laptop or a desktop later when they are home, in the office, etc.
Branding with a human connection through photography
To draw a larger human connection from the site users to the awesome staff who are the backbone of the business, we used environmental and studio portraits throughout to humanise the brand, making the digital experience more memorable and the real estate agents more familiar to the users.
professional Headshots
Studio Portraits by Simon Guthrie
Marketing Headshots
I took a series of portraits of the team at Domain.
Studio headshots build trust and connection and are a foundational requirement for your brand if you are involved with luxury real estate marketing.
These images were used for:
- Domain website ‘About’ page.
- Email footer design.
- Back of marketing brochures.
- On project websites.
- On all general marketing documentation.
- Individual marketing campaigns for agents.
brand story
Environmental portraits tell the Brand Story
I shot these images at a display suite and within the Domain Residential office in Mona Vale.
Lifestyle Portraits by Simon Guthrie
Looking for more information on the project?
This is just an introduction to this project. For a demonstration of the product design itself and to see how we have specifically designed this optimised website for health professionals, reach out and let’s have a conversation.
