Cyrela, 2022
Research-led redesign connecting online discovery to the showroom visit.
- Role
- Design Team Lead
- Sector
- Real estate
- Timeline
- 9 months
- Platform
- Web
The decision that mattered most
Cyrela sells high-end homes that close in the showroom, but its website was not turning visitors into business opportunities. We researched with buyers and brokers and ran a design sprint that turned what they knew into a new website blueprint, built around what buyers check first: location, floor plans and virtual tours.
Buying a high-end home starts online and closes in the showroom, and the websites were not carrying people across that gap.
- Most visits came from mobile, and many started straight on a development page instead of the home page.
- Missing information pushed buyers to call a broker just to get the basics.
- The site worked, but lacked the impact buyers felt in the showroom.
- Brokers rarely used the websites and did not see them as a source of leads.
01
Turn visits into leads
Make the websites an active source of business opportunities, not a brochure.
02
Connect screen and showroom
Design the path from online research to the in-person visit as one journey.
03
Answer the first questions
Put location, floor plans and virtual tours where buyers look for them first.
Buyers prefer to search on their own and only talk to a broker when they are ready to buy, often after visiting the showroom. Missing information was forcing that contact too early.
We made each development page answer what a buyer needs without help, and moved contact to the channels that already worked: chat, which brokers saw bring the most qualified leads, and WhatsApp.
We heard from buyers through 7 interviews, 200+ questionnaire responses and 20 Hotjar surveys, and from brokers through 7 interviews, 2 meetings and 3 visits to sales stands. Leads were born online but converted in the showroom.
As Design Team Lead, I ran a 2-day in-person design sprint with the Cyrela team to turn those findings into the journey, features and goals for each brand.
The sprint produced the blueprint for the new website, grounded in research instead of opinions.
Buyers ranked location and floor plans first, and virtual tours and floor plans were what caught their attention most. Brokers heard the same questions daily: neighbourhood, sunlight, views and layout.
We rebuilt the development page around those answers, with location, detailed floor plans and virtual tours high on the page, and rich imagery to bring some of the showroom online.
Cyrela launched a new, high-performance website built on this blueprint, with location, detailed floor plans and virtual tours at the centre of every development page.
