Kaidee Property Collections

Premium real estate landing pages

What I Did

Branding
UI / UX Design

Other Team Members

Aof - Junior UI/UX Designer
Areeb - Product Analyst
Promprasit - Product Analyst
Ronakorn - SEO Specialist
Danil - Full Stack Developer

Tools I Used

UX Pin
Figma
Photoshop
Illustrator

Project Timeline

4.5 months including design and development

TLDR

🎯 Business Objective

Cut cost in the premium real estate vertical by reducing reliance on paid FB ads

✨ What I delivered through beautiful design

I designed lead generation pages dedicated for the premium real estate segment on the Kaidee platform.

🚀 The result

300 leads per month from organic sources, resulting in cost saving of USD 6,000 per month in FB ads.

What is Kaidee?

Kaidee.com is an online marketplace that connects buyers and sellers across multiple verticals. Aside from general products ranging from electronics to furniture, Kaidee has special focus on the Real Estate and Automotive verticals, and the website is split three-ways accordingly.

Within the Real Estate vertical, Kaidee has two business models:

Classified: the standard affair, users list their properties and get leads directly, Kaidee does not charge for transactions.
Transactional: Kaidee actively serves as a realtor for the property developers and charges a commission for each sale.

For the transactional model, Kaidee relied mainly on FB ads using lead forms, which were then funneled to the sales consultants.

The Problem.

Paid ads can be expensive and wasteful (Kaidee's cost per lead on FB was averaging at USD 20 per lead). Kaidee wanted to leverage the existing users and traffic on their platform to generate leads for the transactional model. This would reduce the reliance on paid ads and generate leads from retargeting campaigns and organic traffic on the platform.

Research.

TARGET AUDIENCE

I spoke to the marketing team to understand the target audience.

Age range: +28 – 50 years
Income: THB 50,000 – 100,000 per month
Occupation: Business owners and Mid management employees
Budget: THB 5m – 10m

INTERVIEWS

I conducted interviews at Kaidee and in my social circle to understand how people approach online research for real estate.

Q: What does a buyer/investor look for when researching real estate online?

Key Findings

Synthesis.

Based on the responses, I identified and grouped major themes.

This helped me put together the information architecture

1. Detailed video / photo gallery.

Detailed photos and videos that capture the essence of the project.

3. Neighborhood / nearby locations.

A clear picture of the nearby offices, schools, shops etc.

5. Expert realtor's opinion.

Expert consultants' take on what sets this project apart.

2. The project's concept / philosophy.

Key elements of the project's concept, design, amenities etc.

4. What makes this a good purchase?

The key selling points for buyers and investors both.

6. What living there feels like.

Capture the feel of living in that project and neighborhood.

Branding.

Key elements that we wanted to capture in the branding:

1 Premium

We feature only the newest and highest quality real estate.

2 Carefully Curated

We carefully review properties before onboarding them.

3 Team of Experts

We're exceptional at what we do; a team you can depend on.

The Logo

I could not deviate too much from the existing brand identity so I kept it simple enough to get the job done, while also capturing an air of exclusivity, like a 'signature collection'.

Imagery

We had complete control over the photography since Kaidee's creative team was handling that front. This way we could ensure a consistent look and feel across the Kaidee Property Collections section.

UX Design.

Wireframe addressing user needs

Translating into Hi-fi designs

The Lead Form

From my interviews I knew that users also wanted a quick way to connect with expert realtors.

For this I incorporated a Chat button and a Call button.

Other Pages

Apart from the property details page, I also designed the Home Page and the All-Projects Page as part of the user flow.

Home Page

Main entry point for visitors coming from the Kaidee website organically. This page gives a sneak peek to the available projects, followed by an intro to Kaidee Property Collections and how buyers and investors can benefit.

All-Projects Page

This is the 2nd page after the home page and lists all the available projects.

Some Interactions

Bring users' attention to the project video button

I had noticed a lot of users hovering over the Hero image, expecting for some interaction to take. However, in my design the Hero image itself did not have any interactions because the gallery was visible right below it.

In order to satisfy the users' expectation for an interaction to happen on the Hero image however, I designed this to bring their attention to the Video button (which was mostly going unnoticed).

This helped in making the user experience smoother, while also improving discoverability of the video.

Smooth, elastic, hover interactions

I am a strong believer in fluid and responsive interactions with components as it enhances the overall user experience and creates a positive impression.

Go-live & Results

It took 4.5 months from design to finished product, and Kaidee Property Collections was launched in mid-March 2022.

Kaidee's marketing team was able to run retargeting campaigns using these pages as landing pages and to generate leads.

Kaidee Collections pages went on to generate approx. 300 leads per month, which translated into a saving of USD 6,000 per month, or USD 72,000 annually.