Client: Polish Real Estate Investor
Year: 2023
Role: UI, UX
The product’s main goal is to enable users to buy and manage real estate located overseas, with a focus on holiday locations. I was the sole designer responsible for handling the visual aspects of the project along with a developer. Being the only designer in a seed phase project meant that my responsibilities were much broader than UI or UX design. I was also building a new product and a new brand.
UX competitive analysis
No detail was left without justification. All crucial UI decisions were based on our UX research. Everything, from the choice of fonts to the desired breakpoints, was precisely crafted based on our target group and best industry practices.
The research I mentioned included, among other things, UX competitive analysis and user personas, which I did for the client as part of this project.
Building a platform from scratch
The client came with nothing but a vision and an empty sheet of paper. The fundamentals had to be built first. I used fonts and colors, with the goal of creating a unique and warm look, along with a professional business feel.
Typography as a language
After testing both sans-serif and serif font variations, I decided to go with a confident Libre Baskerville serif font family. This family was used in the headers to achieve the desired business look. For the body text, I chose Work Sans as a complementary font pair.
The color scheme
Considerable focus was placed on creating a color palette that would speak for our product. Oxford Blue was picked as the primary color because it is seriously professional and intelligent. Since the product focuses on premium holiday locations, I paired it with Alabaster to add warmth and a bit of sophistication.
Breakpoints
I didn’t take the easy path to finding the most optimal breaking points for this project. I combined the data on the most common web devices with the insight of our target group. The result is a compromise that includes standard but high-end device dimensions used by our business target.