From Listings to Leads: Rafqa UAE’s Digital Showcase

Overview

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Rafqa UAE’s old site listed properties in a generic grid, buried key selling points, and required prospects to email manually—resulting in low inquiry rates and poor brand perception. Agents reported that clients felt overwhelmed by text-heavy pages and gave up before submitting a request.

Discovery & Research
- Interviewed agents and 15 prospects to uncover decision triggers.
- Mapped the typical buyer journey: browse → shortlist → contact.
- Identified top pain points: lack of clear property details, no virtual tours, and cumbersome contact.
Experience Mapping & Architecture
- Defined a streamlined user flow: hero search → property highlights → easy “Book Viewing” CTA.
- Organized properties by type, price range, and location to match how real buyers shop.
Prototype Framework & Wireframing
- Created low-fi prototypes focusing on rapid access to filters and lead forms.
- Usability testing with five users showed a 60% faster time to find a suitable property.
Visual Identity & Color Exploration
- Refined the brand palette to luxury neutrals with a bold accent to convey trust and sophistication.
- Chose a modern sans-serif font for readability on both desktop and mobile.
Creative Direction & Mood Boarding
- Assembled a mood board of high-res Dubai skyline photography, elegant interior shots, and clean layouts to set the aspirational tone.
High-Fidelity Interface Design
- Designed a dynamic homepage with a full-width search bar over a rotating hero carousel of flagship properties.
- Developed “property cards” showcasing key metrics (sqm, price, location) at a glance.
Interactive Motion & Micro-Interaction Engineering
- Added subtle hover animations on cards, an animated price counter, and scroll-triggered image transitions to keep engagement high.
Iterative Optimization Sprints
- Post-launch heat-map analysis revealed mid-page drop-off on property details.
- Moved “Schedule Viewing” button into a sticky footer and simplified form fields—boosting submissions by 35%.
Launch Readiness & Handover
- Conducted cross-browser QA, performance tuning, and provided Rafqa’s team with a CMS tutorial.
- Delivered style guides, component library, and final code handoff.

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Contents Overview

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