Omniyat.com

User Experience Design

Insight

The greatest insights were that our audience are not looking to buy the property on the site, that will happen in person with a buyer. The main goal of this site is to inspire. Our customers want something truly unique and tailor-made, they want to know who crafted the furniture and how close the marina is and we intend to meet their expectations, looking to leverage confirmation bias, we show them what they want to see and tell where it is.

Solution

We ran a really tight team across London and Dubai, throughout the project, I led, oversaw and/or conducted our user research, information architecture workshops, human-centric design practices, narrative structures, A/B testing , technical reviews and Quality assurance.

Impact

Dubai’s luxury real estate leader, now has an appropriately best-in-class digital presence. Since the site has gone live, Omniyat has set a new record of the most expensive property ever sold in Dubai's Burj Khalifa district, with the 139Million AED Lana Penthouse sale. Our analytics have also revealed a 61% increase in qualified leads, 7% increase in site engagement with longer visit times and decreased bounce rates.

Omniyat News

Arabian Business

User Interface

In Figma, we developed a cohesive design system, developing are low fidelity wires into a scalable visual language. We baked our atomic system into the Omniyat style guide built on a 12-column grid. Our design system had to celebrate the buildings and reduce cognitive load so we leaned into the white spaces allowing for the rich imagery and elegant typography to breathe. Prototypes were tested on After effects and refined based on user feedback before Webflow development.

Information Architecture

The second phase was a big organisational task, with such a vast portfolio of different types of properties in different locations suited to different audiences we first had to create a filing system. This then informed the companies internal naming conventions as well as the site navigation.

Documenting the full catalog of properties also require us to document the different types of units within a development. Which came vital in the narrative mapping and visual design processes later on in the project. In this process sketches, miro boards and wireframes were used to help us curate the portfolio and create moments to highlight key projects.

User Interface

In Figma, we developed a cohesive design system, developing are low fidelity wires into a scalable visual language. We baked our atomic system into the Omniyat style guide built on a 12-column grid. Our design system had to celebrate the buildings and reduce cognitive load so we leaned into the white spaces allowing for the rich imagery and elegant typography to breathe. Prototypes were tested on After effects and refined based on user feedback before Webflow development.

Visual Design

As a result we could then build across the site using our component library I could leverage the molecular nature of the build to allow for adaptable homepage tabs and rapidly create multiple property detail pages.

Scalable Experience

In the final stages of the project, I embarked on some edge case sprints, our customer base will want the experience to meet them wherever they are. Whether they are browsing during a flight or exploring a property in virtual reality, Omniyat should maintain it’s best-in-class standard.

Final developments on webflow allowed my to test the haptics and movement of the site. Aligning our seamlessly luxurious experience across all touch points considering everything from mobile digital twins through to Vision Pro experiences.

Role

User Experience Design

Agency

AKQA

Client

OMNIYAT

Release

2024

This marks a key step in our digital transformation journey.
OMNIYAT.com reflects our dedication to enhancing the UAE’s real estate scene digitally,
showcasing our craftsmanship with an iconic portfolio for discerning individuals.” - Mahdi Amjad
Chairman, OMNIYAT

Eugene Ekuban

Sahil Assadi

Design

Tom Bandy

Karen Chiu

Yulia Safiullina

Tech

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