I was challenged to reimagine the presentation of an enterprise and create an innovative experience for THE LEGEND, a luxurious enterprise, full of concepts that should jump beyond paper leaflets and printed books, pulling everyone towards a digital immersion, where the smallest details were as clear as the sun, making them shine in everyone's eyes. Enchanting from the first blink of an eye, bringing feelings to each interaction and eliciting smiles at the end of the presentation.

Stakeholders are people interested in the project/product who have a contribution to make with a big influence, helping us to guide strategic decisions. They are also important sources of feedback in stages prior to development, helping to validate the real value of each delivery.
In the image bellow we have an example of how to map and align it, helping us organize our approval process for deliverables, helping important decisions, and who to communicate updates to.

Analyzing the interviews and the large amount of data generated, I bring some information with a great level of influence on the solution, demonstrating the great importance of conducting interviews and obtaining validations. We had a high level of interest on the part of those contacted for the interviews, making the bonuses a secondary motivation.

What we see is that, although printed books are the most used options for presenting an enterprise, sometimes it has outdated or incorrect content, frustrating some visitors. For the brokers, with the need of a digital transformation, WhatsApp has become the most used channel for receiving and sending content to indicated clients or stand visitors. However, for always using cell phones with “small” screens during day-to-day presentations, some important details of our luxury development are lost on cell phones. The contents are hardly passed on efficiently to the brokers, and the project's website is not always updated with all the information and details. The main objetive of the website is capturing leads for marketing campaigns.

We researched about how works the sale of other high-value goods and habits related to the buying process, focused on purchasing decisions. The goal was to understand how competitors behave in their presentation process and sales flow to potential interested parties, and I also found that the process of choosing to purchase a high-value development take more time, and it is less receptive to purchase by impulse. Summing up, we have a more rational purchase, where: location, blueprints, and technical details can be decisive factors.
We put it as the objective of Competitor Analysis, so we can have information to win any market competition, and not to copy them.

Direct competitors are companies that offer the same or very similar value proposition to our current or future customers. This means that Construction Company and Real Estate Developers are spending their time and money on marketing strategy, using a direct competitor's product, instead of our product, to solve their business presentation problems - whether they have the best interface or not!

Indirect competitors offer a similar value proposition to a different customer segment, but as they have a diverse target audience, can be included our exact customer base without offering exactly the same value proposition. For example, an indirect competitor's primary service may not be its value proposition, but the secondary service they offers is definitely a possible solution or our customer base is using a website design service to solve the problem that our amazing product will solve soon!

Conceptual models are made to be very abstract, creative concepts are nothing more than metaphors that designers use to help people understand how a system should work visually.
The idea at this stage is to be free of some things that “block” the process. Let's forget about rules at this point, bringing more memorable interface experiences, and show a design that reminds you of a system reference in the real world.

As we developed the concepts in Figma, get team feedback on each concept screen is something fluid and fast. We obtained numerous strategic feedbacks focused on Usability, Contrast to Accessibility, Cognitive Load of the elements and possible scalability as the project progresses.
Summing up: the team left comments on numerous parts of the concepts and we collaboratively responded to solutions, so that we always have a record of the decisions to be made.

As 50% of users said they spend a period reading details and other information, we understand that a display and readable font needed to be applied, but without losing the concept of contemporary luxury. Therefore, we use the combination of the typography of the BW Modelica Family for the Titles and Buttons, combining with the Font Family Aleo, mainly applying the Light version with greater spacing for texts throughout the interface.

BW Modelica

A Geometric, Minimal, Robust, Reliable Sans, its clean shapes make it a true Display font. It is perfect for Body text. Available in up to 64 styles, including oblique italics.

Aleo

With a serif contemporary design, semi-rounded details and an elegant structure, this font brings a strong personality, maintaining high legibility.

To better illustrate the whole concept of the enterprise, we decided to humanize the interface. We chose images that demonstrate a sense of seriousness and refinement. 2 main photos were chosen for the home screen, which present the parallax effect, generating the sensation of constant movement of the models. The photo of the main menu in black and white increases the contrast level with the buttons, but delivers all the refinement of the branding,

The Component Library is part of the idea of investing time in the beginning, generating benefits in the medium and long term. Organizing and classifying requires an investment of time, but in the medium term, any unforeseen and necessary change is only made to the main component and it is automatically applied to the derived components throughout the system, saving hours of adjustment work.

Here we follow Atomic Design organization concept in our components, working as a language shared between design and programming, which only has benefits, reducing development time and how the code components are reused by the programmer during development process. We have an efficiency gain, reducing the changes in a few lines of code, which reflect throughout the system, without having to code each object from scratch.

It’s not every time that we can deliver everything quickly, so we use the prioritization process, balancing: Business, Users and Technology. We used the knowledge from the previous processes to make a list of functions that would be delivered in the initial MVP. Based on our interviews conducted at the beginning of the project, we prioritized what will add more value for our end user and also included the look of the development team, because each functionality has a different level of techincal difficulty. Thus playing towards to the bottom of the priority list tasks with a high level of complexity for the developers and less value for the users.

The roadmap organizes the goals and stages of delivery of the system, it can also be found the start dates of development of new features, improvements and upcoming versions, and it also works as a launch record.
The LEGEND system should not become just a one-time delivery. It should be developed continuously considering: usability tests, A/B tests and continuous research with users to improve the initial MVP version.

When carrying out an internal Quality Test, we fixed bugs, started the Test with real users of the product, asked the users to perform specific tasks: Show the location of the enterprise, Explain the plans and Send the content by Email and request to narrate their experience during use .
During the tests, everyone was surprised by the 360º Airline Tour, where people can move around in 360º and see the important points in the vicinity of the project, but this feature is only available when connected to the internet, but in most of the sales stands , the internet is not available in the first weeks of the
During a conversation with the CTO / Programmer, we made an improvement, when we access the Location sector, the system checks the internet connection, if the connection is not active or at low speed, the 360º Airline Tour with its content and replaced by a Tour video rotating 180º, lasting 1 minute.

After all the stages of the process, this was the interface delivered and implemented. As we can see, all the details stand out and transmit their goal, which is to show in detail how the LEGEND is a luxury development.

The functional prototype is used for usability tests, presenting a preview of how the system or product would be after being developed. Even using Figma, we still have some limitations, such as Field Filling, 3D and external functions with APIs. However, other parts shine through the eyes during navigation, such as animations, transitions, microinteractions, and the possibility of reproducing .gif during the presentation.

* Works on PC only!

As during all our design process was focused on the user and how easy it should be from the first to the last interaction with the system, that onboarding was something natural and instinctive, without the need for a step-by-step tutorial. We use as many affordances as possible during creation in order to reduce the cognitive load in use.
We usually have a small meeting with some brokers and give some instructions on how to navigate the system, but the process only takes 5 minutes. The rest is intuitive, placing the broker as an essential part of the scripted presentation, the system being just a tool that helps your work.

We implement anonymous tracking on users' actions, following the LGPD regulation, which does not allow reversing the user's anonymity. With all the time usage metrics in hand, we analyzed and noticed that a significant amount of presentations were initiated and followed the entire proposed presentation script. The demonstration of the enterprise during the sale became more dynamic, maintaining the average time of presentation of the brokers, but increasing the happiness of the visitors. An important point that made the product a success.
Below we can see some examples of usage metrics, such as the fastest presentation duration, the average presentation time and the maximum time that a presentation was completed. We decided not to include in this average paused presentations that were inactive for more than 5 minutes, but at the end we can see the percentage of presentations that were not completed.

To better evaluate the results of the product, we conducted a survey with 43 people of the real estate market, including Marketing Directors, Brokers, and Users served at the stands, with the objective of obtaining quantitative information about the LEGEND system. We had very rewarding results, along with a lot of praise for the team. Below it's possible to see the simplified search results.