The objective was to design an interactive platform for PS Group, one of India's largest real estate developers with a strong pan-India presence and over three decades of experience. The platform needed to be a conversational and user-driven website that effectively showcases the diverse range of projects offered by PS Group.

The primary challenge was to create a design that would reduce the website's bounce rate while maintaining consistent communication that aligns with the brand's vision. The website needed to be intuitive, engaging, and capable of catering to a wide audience by offering personalized project filtering options.

They faced issues with high bounce rates on their website and needed a solution that would improve user engagement and retention.

Through multiple in person discovery sessions and alignment workshops with the founders and core team, the vision and positioning of the brand were clarified. It became evident that the website's communication needed to consistently reflect the "It is family time" concept.

User research also highlighted the necessity of providing comprehensive filtering options to help users easily find projects that match their preferences. The design had to be user-driven and conversational to enhance the overall user experience.

We developed several 'How Might We' statements to create clear and actionable paths for the project. Our focus was on addressing the needs of various personas by thoroughly understanding their requirements.

Research highlighted the importance of user-friendly filtering options and a design that fosters trust through effective communication and visual appeal. We identified that users required robust filters to easily navigate projects based on criteria such as location and budget. These insights shaped a user flow that is both intuitive and thorough.

The design was crafted to be highly interactive, featuring micro-interactions that enhance user engagement and retention. The website was made image-heavy to offer a real-life experience of the projects, with a carousel for project snippets that allows users to explore options that pique their interest.

The colour scheme utilised blue from the logo as the primary colour, complemented by orange to balance the tone with excitement and warmth. The card-style layout, combined with ample white space, was chosen to maintain a clean, structured appearance that keeps the focus on the content.

The final design successfully met the project’s objectives by providing a user-friendly, engaging platform that reduces bounce rates and enhances the overall user experience. The design’s consistency in messaging and visual appeal effectively communicates PS Group’s brand values, ensuring that users feel connected to the idea of family and community while exploring real estate options.