Vre
Building a zero-to-one product.
Proxima hq
Product thinking and marketing design for real estate tech startup
Product designer, Webflow developer
Figma, Illustrator, Premiere Pro, Webflow
Proxima HQ is an all-in-one real estate marketing platform targeting developers looking for alternatives to physical sales centers and traditional real estate marketing.
Navigating Product Evolution and Constraints
In the earlier stages of the product's development, I had created a simple landing page for its marketing website. However, as the product had significantly evolved, the Proxima team required a completely new, comprehensive and all-encompassing marketing website to accurately reflect these advancements.
When embarking on the design and development of the new product website, I faced several challenges that intensified after a series of interviews and research sessions. These challenges spanned operational issues but were primarily rooted in the disparity between the product's operational evolution and its outdated marketing approach.
Challenges
- Structuring new product features
- Adjusting to changes in target audiences
- Revising pricing structures
- Navigating time and budget constraints
Solutions
- Collaborated with the product manager to define project priorities through internal interviews.
- Engaged with stakeholders to establish a clear UX sitemap.
- Embraced minimalism in design, focusing on core features for efficiency and to better meet user needs.
- Designed price cards to enhance transparency while keeping price confidential in line with industry norms.
- Developed and tested website in less than 2 weeks meeting deadline.
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Identifying key insights from interviews
Through a series of interviews, I identified an inconsistency in the target audience, prompting us to reconsider a specific product feature and earmark it for a future phase in the product roadmap. Additionally, challenges around pricing transparency were raised, as differing expectations posed significant concerns for stakeholders.
The main design objectives for the stakeholders were to develop a structure addressing all aspects of the product and challenges identified, design a pleasant and intuitive user experience, and deliver product website in no more than 2 months.
Developing a uX sitemap
We went through numerous iterations to finalize the website structure, each carefully guided by insights gathered from ongoing stakeholder interviews. With every round of feedback, we refined the layout and organization to ensure it aligned with both the evolving product features and user needs. This iterative process allowed us to continuously improve the design, ensuring the final structure was both user-centric and aligned with business objectives.
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Structural Design: Wireframing for Functionality and Layout
Wireframing was an essential step in mapping out the platform's structure and functionality. It helped us prioritize the placement of key elements, establish clear navigation paths, and organize content in a way that enhanced usability. By focusing on layout first, we were able to gather early feedback and make informed adjustments before diving into the detailed visual design. This approach ensured the final user experience would be intuitive and well-organized.
Bringing the designs to life
The development of the product website was carried out on Webflow, allowing for a streamlined and flexible design process. I was able to efficiently implement the visual elements and interactions defined in the wireframes while maintaining consistency across devices. This approach ensured a smooth transition from design to development, meeting both user experience goals, performance requirements, and timeline constraints.
