Majid Al Futtaim
CBU Dubai Communities Living
The project
In partnership with the MAF - Majid Al Futtaim Group, I worked on an exciting project that aims to disrupt the real estate market in Dubai. In a highly competitive market, MAF is presenting a new approach where the user experience is at the forefront of its strategy.
Rather than presenting products upon products that overload customers with a crazy amount of choices, MAF is presenting a vision of aspiration and dreamlike sentiment.
The focus was to create an immersive experience that would push customers through a journey that would give them a glimpse of what their life would be while being part of the MAF Communities Project.
Know Your Customer
The main priority at the start of this project was to understand who our customers were and who I was designing experiences for.
After the mapping of different concepts scenarios, critical user journeys and deep market research that allow us to understand where the main points of improvement and opportunities were, I kicked off a series of wireframe explorations to promote a constant discussion with the business and to bulletproof this experience.
The interaction between pages was crucial, and the transitions that would drive customers throughout a full circle of information was the main goal for us.
Designing
and testing
By the time I had a few solid concepts that fitted all customers' personas and after aligning with the business that all commercial KPIs were being targeted, the design stage was kicked off.
Different design ideas on how to interpret the explorations done while wireframing this whole experience, were created, assembled by MAF’s development team.
Taking advantage of a wide pool of customers in other businesses belonging to MAF, I was able to gain insight through user testing, which were the most effective layouts and pages.
From full bleed experience and the extensive use of white space. Continuous scroll transitions that would connect pages seamlessly allowing users to flow naturally throughout the website and scrolljacking moments to grab customers with custom immersive interactions, I was able to see concepts come to life with real customer input and valuable data insights.
The Outcome
A one of a kind real estate vision that communicates luxury, family and professional living for young families and high profile professionals, where the off work experience is the centre focus of these communities.
How was I involved?
Through numerous initial UX explorations, design thinking strategy and with data and an iterative mentality from day one, our focus was to help MAF create a product that would, not only be a disruptor when launched, but also a piece of constant data analysis where the customers needs would inform the next phase for this website.
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Since early stages of this project, I was involved in exploring different types of interactions, engagement strategy and a content driven narrative to grab future customers and investors attention with a unique experience in the real estate space.
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More than just wireframing and proposing an easy to use experience, I was also highly involved in designing the way elements and components promoted a progressive user journey, and a simplistic way to achieve goals.
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Like most digital products nowadays, I wanted CBU to be ready for scalability. With a mobile first approach and a planned design system to allow components to be reused in different pages, I was able to plan a delivery where the bulk of the work was done at the start of the project, and the tracking of KPIs would inform what updates and changes the business would need in future iterations.