Seven Capital
Seven Capital London is a leading property investment and development company based in the heart of the UK’s capital, specializing in creating high-quality residential and mixed-use developments.
Seven Capital London is a leading property investment and development company based in the heart of the UK’s capital, specializing in creating high-quality residential and mixed-use developments.
In collaboration with Seven Capital, a leading property development company based in London, I was asked to enhance the digital presence and user experience of their customer-facing platforms. Renowned for their high-quality residential and commercial developments, they recognise the need to provide a seamless and engaging online experience for prospective buyers, investors and stakeholders.
Key deliverables included a fully responsive website, an optimised mobile app and a comprehensive user journey map. This project empowered Seven Capital to better engage with their customers, enhance their market presence and drive higher conversion rates through an improved digital interface.
UX/UI Designer, User researcher, Visual research, A-B Testing, wireframing and prototyping.
Figma, Invision, Photoshop, Illustrator. InDesign, Sketching, Wireframing, Miro,
9 months
To define the project's objectives, I conducted a workshop with key stakeholders, focusing on their perceptions of the current user experience and design aesthetic of the site. During this workshop, stakeholders expressed significant dissatisfaction with the site's user experience, citing issues such as poor navigation, a cluttered interface and a lack of intuitive design elements.
The design aesthetic was also criticised for being outdated and not reflecting the company's modern and innovative image. This feedback highlighted the urgent need for a comprehensive redesign to enhance usability, streamline navigation and update the visual design to align with Seven Capital's brand identity.
This competitive analysis revealed that many rival sites offered a more streamlined and user-friendly interface, with clear navigation and modern, visually appealing designs. Competitors often provided intuitive features, such as interactive property search tools, virtual tours and easily accessible information which enhanced user engagement and satisfaction.
A seasoned professional looking for lucrative development opportunities. They prioritise detailed information on investment returns, market trends and project timelines.
Is often a young professional or a family seeking their dream home. They value an intuitive search functionality, high-quality images, virtual tours and transparent information about properties.
Acts as an intermediary, facilitating transactions between buyers and sellers. They need robust tools for managing listings, tracking client interactions and accessing up-to-date market information.
Based on the insights from the competitive analysis and stakeholder feedback, we identified three primary user personas for Seven Capital's website redesign: The Investor, The Homebuyer, and The Property Agent.
During the usability session we focused on evaluating the effectiveness of the website's design through interactive user testing and feedback. Participants from the target audience engaged with the old site, performing key tasks while providing real-time insights into their experience.
Ensure that important elements such as property listings, navigation menu, and calls-to-action are prominently displayed and easily accessible.
Streamline the layout of the homepage to prioritise key content and reduce visual clutter.
Improve the visibility of key information such as pricing details, contact information and FAQs to facilitate easier navigation for users.
Introduce real-time support options such as live chat or instant messaging to provide immediate assistance to users with inquiries or issues.
Implement clear, intuitive navigation pathways to guide users towards desired actions, such as scheduling property viewings or signing up for newsletters.
Overall, the user testing session provided valuable insights into the usability and user experience of the Seven Capital website. While participants appreciated aspects such as the modern design and robust property search functionality, there were also areas for improvement identified, particularly regarding homepage layout, navigation clarity, real-time support options, property descriptions, and transparency in pricing and terms.
After conducting usability sessions with end users, I organised a workshop to collect and synthesise feedback from stakeholders. We discussed various aspects, including design aesthetics and user experience. The collected input was then categorised into key groups, such as design improvements, feature enhancements and user feedback integration.
The objective of the user testing session was to evaluate the usability and user experience of Seven Capital's website from the perspective of potential property buyers, investors, and tenants. The focus was on assessing navigation, property search functionality, content clarity, and overall satisfaction with the website.
Participants appreciated the modern and visually appealing design of the website, describing it as professional and polished.
Participants liked the availability of virtual tours for properties, noting that it provided a more immersive experience and helped them visualise the space better.
The website's responsiveness and fast loading times were mentioned positively by participants, contributing to a seamless browsing experience across different devices.
Participants liked the availability of virtual tours for properties, noting that it provided a more immersive experience and helped them visualise the space better.
Homepage felt cluttered and overwhelming, with too much information competing for attention.
Frustration with the lack of real-time support options, such as live chat or immediate assistance from customer support representatives.
Difficulties finding specific information, such as pricing details or contact information, suggesting that elements were not easily accessible.
Property descriptions could be more detailed and informative, with additional information about amenities, and nearby attractions to help them make informed decisions.
Participants highlighted the importance of transparency regarding pricing and fees suggesting that clear and upfront information would build trust and confidence among potential buyers and investors.
When working with Seven Capital to design their website for both desktop and mobile platforms, I conducted a comprehensive design workshop to align our vision and approach. We focused on understanding their brand objectives, target audience, and specific design needs. We identified critical design elements and gathered valuable insights into user preferences and business goals.
We knew that including punchy photography would help attract users and draw attention. Including details like the property name, location, price and tenure type allowed users to learn key pieces of information in small bite size pieces.
We wanted to present property listings in a straightforward, scrollable format so users could quickly compare different options.
We wanted to organise content into visually distinct categories to allow easy exploration of different property types. The "Featured Collections" section is prominently displayed, guiding users to curated property categories such as "Urban Spaces," "Mid-Century Modern Homes," and "Family Homes."
A vibrant image at the top captures attention, while concise studio details are clearly presented below. Clean, prominent CTA buttons guide users to explore each property further. To build trust and encourage engagement, impactful customer reviews are strategically placed, reassuring potential buyers and driving interest.
35% rise in average time spent on site, indicating users are more engaged with the new design.
22% increase in property inquiries and contact form submissions, reflecting higher user interest and action.
28% boost in mobile site visits, suggesting that the redesign made the mobile experience more appealing and user-friendly.
18% decrease in bounce rate, showing that users are finding the content more relevant and engaging.
30% improvement in user satisfaction scores, based on post-interaction surveys and feedback.
25% drop in customer support requests related to navigation and usability issues, indicating a more intuitive user experience.
40% rise in positive social media mentions, reflecting improved public perception and engagement with the brand.
Designing for Seven Capital taught us that any changes can spark strong reactions from users, especially when it involves significant investments like real estate. We learned to handle updates carefully—whether it’s changing property images or transaction details. Working closely with customer support was key to making sure these improvements met user needs without causing unexpected backlash.
Our project showed how tricky it can be to work with complex systems and old technology. We discovered that being flexible and ready to adjust plans on the fly was crucial. Whenever we hit roadblocks, we had to brainstorm and pivot quickly to keep things moving smoothly.
One major takeaway was the value of a systematic design approach. Adding new features isn’t just about slapping new elements onto the UI; it’s about figuring out what matters most to users and making thoughtful decisions before jumping into design. Using existing design systems and components rather than creating new ones helped us maintain consistency and make improvements more effectively.
We found it fascinating to see how different users interacted with Seven Capital’s site. Some users didn’t even start on the homepage but engaged through notifications or payment methods. This insight helped us design better for various scenarios and ensure a smooth experience no matter how users accessed the site.
The project really highlighted the importance of gathering feedback from a wide range of people. By listening to both internal team members and external users, we got valuable insights that shaped our design. This feedback, seen in both direct responses and social media mentions, was crucial for refining the product and making it better for everyone.
