Nandan Raj
UI/UX/Product Designer
Star Gazer
Hobby Gamer
Mythophile
Animes
Dosas & Biriyanis
Millenial
Star Gazer
Hobby Gamer
Mythophile
Animes
Dosas & Biriyanis
Millenial
Star Gazer
Hobby Gamer
Mythophile
Animes
Dosas & Biriyanis
Millenial
Contact MeContact Me
CLICKS®
Designing targeted experience, clarity, trust and decision speed for a multi-persona property ecosystem.
Impact
56%
Conversion lift within first week
Impact
40% - 100%
Conversion lift within first week
Role:
UI/UX Design Intern
Scope:
Web Design, Information architecture, Interaction design, Design system
Timeline:
2024 - Till date
Image: Latest design preview (check Phase - 2 for details)
Image: Sample Mockups (check Phase - 2 for details)
Problem & Design Challenge
PHASE - 1
Structural redesign that improved clarity, trust and conversion
PHASE - 1 - 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.
PHASE - 1 - DESIGN CHALLENGE
How might we make a complex real estate platform feel persona-fied, clear, trustworthy and action-oriented?
Success Criteria & Constraints
PHASE - 1 - 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
PHASE - 1 - 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
PHASE - 1 - KEY DECISIONS
Brand Repositioning
Shifted from brand-heavy and generic messaging to outcome-driven approach with warm tones, friendly personas, clear instructions and persona specific propositions.

The tone and persona invoke intended emotions and the value propositions help users understand what they can achieve on the platform.

Refer "Phase-1 Impact" section for before and after design comparisons
Image: Home page design (Phase - 1)
Image: Navigation bar design (Phase - 1)
Simplified Navigation
Reorganized navigation around user intent and not just internal feature structure.


Improved discoverability and reduced exploration friction.

Refer "Phase-1 Impact" section for before and after design comparisons
Property Listing Redesign
Elevated pricing, key attributes (through emphasis on hierarchy) to support easier comparison and faster, confident decision making.

Refer "Phase-1 Impact" section for before and after design comparisons
Image: Listing design (Phase - 1)
Image: Filter design (Phase - 1)
Filter System Architecture
Categorized and modularized filters to reduce visual clutter and improve scalability.

Refer "Phase-1 Impact" section for before and after design comparisons
Clear Roles Segregation
Introduced Creator vs Public POV to avoid confusion. This was especially effective in PVPs (Property Virtual Profiles) as there was no bifurcation before nor a PVP completion progress bar.

Introduction of a progress bar encouraged users to fill out PVP details.
Image: PVP Public POV (Phase - 1)
Image: PVP Creator POV (Phase - 1)
Image: App download links design (Phase - 1)
Easy Downloads
Added a faster and easier means to download the app on android and iOS. The earlier approach was only convenient when accessed on mobile or tab but not laptop or desktop.
‍
Refer "Phase-1 Impact" section for before and after design comparisons
System Improvements
PHASE - 1 - SYSTEM IMPROVEMENTS
Unified tone across personas.
Focused and intentional value propositions.
Strategic Ads made less intrusive and more interactive.
Reimagined PVP (Property Virtual Profile) in contrast to listings.
Designed modular structures for future scalability.
Trade - Offs
PHASE - 1 - 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
PHASE - 1 - IMPACT
The redesign improved users from just explorers to conversions
Impact
56%
Conversion lift within first week
Impact
40% - 100%
Conversion lift within first week
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.
Refer Phase - 2 for a detailed comparison
BEFORE
Image: Desktop - Home page design (Old)
AFTER
Image: Desktop - Home page design (Phase - 1)
BEFORE
Image: Desktop - App download design (Old)
AFTER
Image: Desktop - App download design (Phase - 1)
BEFORE
Image: Desktop - Listing design (Old)
AFTER
Image: Desktop - Listing design (Phase - 1)
BEFORE
Image: Desktop - Post login listing page (Old)
AFTER
Image: Desktop - Post login listing page with VPA (AI) interface (Phase - 1)
BEFORE
Image: Desktop - Post login listing page (Old)
AFTER
Image: Desktop - Post login listing page with VPA recommendation (Phase - 1)
BEFORE
Image: Desktop - Post login PVP page (Old)
AFTER
Image: Desktop - Post login PVP page (Phase - 1)
BEFORE
Image: Desktop - Clickstimate design (Old)
AFTER
Image: Desktop - Clickstimate design (Phase - 1)
Phase - 2
PHASE - 2
Visual evolution to modernize perception while protecting proven UX
Following the successful structural redesign that improved conversion rates, the next challenge was to evolve the visual language of the platform to elevate trust, clarity and brand perception without altering the proven user flows.
Design Intent
DESIGN INTENT
This phase focused on improving perceived trust and platform maturity through visual design rather than structural change.
Key Considerations:
Create a premium, modern interface aligned with latest trend.
Introduce trust score system and a dedicated intro page for it.
Improve visual hierarchy with minimal change to none in structure.
Introduce a scalable, cohesive UI system.
Shorten the overall scroll experience.
Goal & Key Constraints
GOAL
Modernize the interface to reflect a premium, trust-first brand while preserving the high-performing experience.
KEY CONSTRAINTS
Navigation, content hierarchy and user flows remained unchanged or minimal. Improvements were limited to visual design and UI system enhancements.
BEFORE
Image: Desktop - Home page design (Phase - 1)
AFTER
Image: Desktop - Home page design (Phase - 2)
BEFORE
Image: Desktop - User category page design (Phase - 1)
AFTER
Image: Desktop - User category page design (Phase - 2)
BEFORE
Image: Desktop - Listing page design (Phase - 1)
AFTER
Image: Desktop - Listing page design (Phase - 2)
BEFORE
Image: Desktop - Clickstimate page design (Phase - 1)
AFTER
Image: Desktop - Clickstimate page design (Phase - 2)
BEFORE
Image: Desktop - Advertisement plans design (Phase - 1)
AFTER
Image: Desktop - Advertisement plans design (Phase - 2)
BEFORE
"Why Click®?" (trust) page is a new addition.

There is no before image.
AFTER
Image: Desktop - Why Click®? (Trust) page design (Phase - 2)
Design Focus
DESIGN FOCUS
Elevated Visual Hierarchy
Improved spacing, contrast and typography scale to guide attention more clearly without changing layout.
Glass-Inspired Depth
Introduced subtle translucency, soft shadows and layered surfaces to create a modern, premium feel inspired by contemporary interface systems.
Trust Through Visual Tone
Shifted color usage and component styling to feel more credible, calm and professional aligning visual language with the platform’s trust-first positioning.
System Consistency
Standardized components, card styles and interaction states to create a more cohesive and scalable UI system.
Measuring Impact
MEASURING IMPACT (IN PROGRESS)
As this phase focused on visual modernization rather than structural UX changes, performance metrics are currently being evaluated.
The objective of this iteration was to:
Strengthen perceived trust and brand maturity.
Improve visual clarity and content hierarchy.
Key Learnings & Next Opportunities
KEY LEARNINGS
Clarity outperforms feature density.
Trust indicators influence decisions better.
Navigation should reflect user intent.
Hierarchy determines long-term scalability.
NEXT OPPORTUNITIES
Behavior-driven personalization.
Smart property recommendations and UX through AI.
Expanded trust scoring across transaction history.