Allam Property – Website

Challenge

We partnered with Allam Homes to design and build a new website experience that makes it easier for Allam customers to find their dream home design and/or community, and easier for their staff to maintain.

With a 30 year history and a business that was looking to expand from just NSW to other states, Allam is one of Australia’s leading home builders. The Allam website built in Craft, was suffering from a range of UX problems that made it hard for users to navigate, and even harder for their team to update. Allam asked us to undertake a full redesign and development of their website that better reflected Allam’s market position, introduced key new features such as interactive map; Estate Feature Card to highlight the key features of the estate – photos, summary text, number of houses, land, open for inspections; and provided a best-in-class browsing experience for prospective customers.

Solution

As Allam were an existing client that we had been working with on all brand and marketing communications for several years, we were able to identify and take learnings from flaws that we had come across with respect to the user experience of the website. We ran several workshops with key stakeholders across Marketing, IT, customer service, and sales, and performed an extensive review of existing customer insights and strategic documentation. We also applied our knowledge from our own digital and social media teams, who required certain website functions to be seamless in order to increase lead generation and registrations. During this phase, we also performed a content audit of the site, identifying areas where content was under-performing or outdated.

Result

Using our findings from both the internal and external audit, we created a new Information Architecture (IA) designed to bring greater structure to Allam’s content by creating clear journeys based on defined user goals.With our IA confirmed, we began wireframing core functionalities across the site. We identified the need for several bespoke templates to facilitate optimal browsing through Allam’s core products. With so many products on offer, we wanted to make it as easy as possible for users to refine their search process and find the product types most suitable for them.

We created custom card styles and filtering systems for these product index pages that gave users more control over the search parameters. Because there would be a number of different index pages with varying information types to present, we focused on developing a card style that was flexible enough to cater for a variety of information types, whilst retaining a common interaction pattern that would be easy for users to grasp. We also created an array of reusable content components that catered for a wide variety of potential content types, giving Allam the flexibility to create new content pages with confidence.