Clicks Real Estate Web App UI UX Design

GOAL

Structural redesign and brand re-positioning to improve clarity, trust and conversion.

PROBLEM

Clicks aimed to be a global real estate ecosystem, but the user experience and UI needed an overhaul and feel more intended.

USERS STRUGGLED TO:

Understand what the platform offered.

Identify relevant actions.

Navigate flows built around user intent.

Trust the platform for high-value property decisions.

At the same time, multiple personas - Home Owners/Landlords, Buyers/Tenants, Real Estate Agents, Real Estate Enthusiasts/Investors and Real Estate Goods and Services Providers lacked users experiences that would address their specific needs.

DESIGN CHALLENGE

How might I make a complex real estate platform feel persona-fied, clear, trustworthy and action-oriented?

SUCCESS CRITERIA

BUSINESS

Increase conversions.

Improve retention.

Strengthen brand position.

Support multiple personas.

USERS

Clear and ease of use.

Feel confident to decide.

Trust listings and profiles.

Support multiple personas.

CONSTRAINTS

No historical behavior data.

Multiple personas within one ecosystem.

Dual environment: Pre-login (ReactJS) and post-login (Flutter).

Limited engineering bandwidth requiring prioritization.

These constraints made hierarchy, clarity and prioritization as primary and critical.

STRATEGY

Clarity and Appeal

Reduced cognitive load through structured hierarchy, used appealing visuals and tone to connect better with the target users.

Persona-fication

Created targeted pathways and value propositions instead of a generic one.

Trust & Credibility

Embedded credibility signals through user details and badges into the experience rather than treating trust as marketing.

Accelerating Decisions

Redesigned browsing, filters, listings and Ads to reduce comparison fatigue and strategically positioned them to reduce intrusive experiences.

KEY DECISIONS

Brand Repositioning

Why: The existing experience relied on brand-heavy, generic messaging that failed to resonate and clearly communicate value to users.

What I did: Shifted to an outcome-driven approach by introducing warm friendly tones, clear instructions and relatable persona-specific value propositions (for 6 different personas).

Outcome: Users experienced stronger emotional connection and clarity, leading to improved understanding of platform benefits, increased trust and more confident decision-making.

Image: Persona (Owner/Landlord) page design

Image: Navigation bar design

Simplified Navigation

Why: The existing navigation was structured around multiple entry points from web search and seos rather than user intent, making it difficult for users to identify where they were and find what they needed.
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What I did: Restructured the main navigation by mapping key user intents and journeys. then aligning menus, labels and information architecture to reflect how users think and search.

Outcome: Improved discoverability and reduced exploration friction, enabling users to navigate more intuitively and faster.

Property Listing Redesign

Why: Users struggled to compare properties and make decisions quickly due to poor visibility and clutter of critical information like pricing, key attributes and trust indicators.

What I did: Enhanced visual hierarchy to prominently highlight pricing, key attributes and trust badges, ensuring these elements are immediately scannable and comparable across listings and easy to access CTAs.

Outcome: Users were able to evaluate options more efficiently, leading to faster, more confident decision making and improved overall engagement with the platform.

Image: Listing page design

Image: Filter design

Filter System Architecture

Why: The filter system was cluttered and overwhelming making it difficult for users to quickly find relevant options and limiting the platform’s ability to scale with additional filters.

What I did: Reorganized filters into clear categories and introduced a modular structure allowing related options to be grouped logically and expanded or collapsed as needed.

Outcome: Reduced visual clutter and improved usability enabling users to apply filters more efficiently while creating a scalable system that can accommodate future enhancements.

Clear Roles Segregation

Why: Users experienced confusion due to the lack of distinction between Creator and Public perspectives, particularly within PVPs and had little motivation or guidance to complete their PVP profiles.

What I did: Introduced a clear bifurcation between Creator and Public POVs along with a PVP completion progress bar to guide users and encourage profile completion which also acted as a checkpoint before moving the PVP to listing. This also avoided few other issues like accidental listing of PVPs and inconsistent listing details.

Introduced "Memories" and "Members" feature tabs to make PVP more personal. The other feature tabs paved way for easier and simpler navigation for users.

Outcome: Reduced user confusion, improved clarity of interaction, showcased PVP features were made easy to access and increased PVP completion rates by motivating users through visible progress and structured guidance.

Image: PVP Public POV design

Image: PVP Creator POV design

Image: App download links design

Easy Downloads

Why: The previous app download flow was optimized only for mobile and tablet users (with download buttons) creating friction for desktop users who had no quick or seamless way to access the app.

What I did: Introduced a cross-device friendly download solution through QR codes that allows users to easily access and install the app on Android and iOS from desktop as well.

Outcome: Reduced friction in the download journey, improved accessibility across devices and increased app installs by enabling a faster and more seamless transition from desktop to mobile.

SYSTEM IMPROVEMENTS

Unified tone across personas.

Focused and intentional value propositions.

Reimagined PVP (Property Virtual Profile) in contrast to listings.

Designed modular structures for future scalability.

Strategic Ads made less intrusive and more interactive.

TRADE-OFFS

Design clarity required deliberate prioritization.

Feature Visibility vs Simplicity

I reduced homepage and related pages feature exposure to improve clarity for both first-time and veteran users.

Persona Depth vs Unified Experience

Instead of fully separate experiences for each persona, I used guided entry points within a shared system to reduce development overhead while maintaining relevance.

Information Density vs Decision Speed

I prioritized critical info and hierarchy in all pages, especially property details in list views and Clicks partner projects to prevent overload allowing quick scan and faster decision to enquire. This also paved way for deeper exploration only when intent increased.

Trust Signals vs Visual Minimalism

Adding credibility indicators introduced more UI elements, but these were prioritized over aesthetic purity to support high-stakes decision confidence.

IMPACT

The redesign improved users from just explorers to conversions

Impact

56%

Conversion lift

The results validated that simplifying decision, clear instructions and more focused value propositions directly influenced user behavior. Emphasis on easy navigation further solidified user retention.

BEFORE