Winchester White – Elevating the Property Search Experience
Brand Implementation & UX Design · Whilst at Playground
If you'd like to know more please get in contact
Winchester White – Elevating the Property Search Experience
Brand Implementation & UX Design · Whilst at Playground
If you'd like to know more please get in contact
Winchester White – Elevating the Property Search Experience
Brand Implementation & UX Design · Whilst at Playground
If you'd like to know more please get in contact
Context
Winchester White, a London estate agent, was working on a new brand and wanted their digital experience to match. The site was coming together nicely, however, customers were struggling to browse properties on their site. Winchester White wanted to create an experience that kept users engaged and made property hunting a pleasure—not a pain.
Context
Winchester White, a London estate agent, was working on a new brand and wanted their digital experience to match. The site was coming together nicely, however, customers were struggling to browse properties on their site. Winchester White wanted to create an experience that kept users engaged and made property hunting a pleasure—not a pain.
Sample feedback below is a blend of client summaries and our own observations —capturing the kinds of frustrations users were experiencing.
Sample feedback below is a blend of client summaries and our own observations —capturing the kinds of frustrations users were experiencing.
Problem
The main challenge was clear: customers found the property listings clunky and hard to use. Feedback showed that users got frustrated quickly and often bounced to better-known platforms at the first sign of friction. Winchester White needed a site that not only retained users but made browsing properties genuinely enjoyable.
Problem
The main challenge was clear: customers found the property listings clunky and hard to use. Feedback showed that users got frustrated quickly and often bounced to better-known platforms at the first sign of friction. Winchester White needed a site that not only retained users but made browsing properties genuinely enjoyable.
Porperty listings page
Porperty listings page
Map and property listing,
Map and property listing,
Solution
We reimagined the property search and listing page, bringing the new brand to life and focusing on a smoother, friendlier experience.
Solution
We reimagined the property search and listing page, bringing the new brand to life and focusing on a smoother, friendlier experience.
When a property card is hovered, carousel arrows appear over the image, allowing users to scroll through more photos while simultaneously highlighting the property’s location on the map—making it easier to view visuals and context at the same time.
When a property card is hovered, carousel arrows appear over the image, allowing users to scroll through more photos while simultaneously highlighting the property’s location on the map—making it easier to view visuals and context at the same time.
Details
With the problem clearly desiphered, I conducted competitor analysis—looking not only at direct competitors like Zoopla and Rightmove, but also at lifestyle-focused platforms such as Modern House, Inigo, Airbnb, and Booking.com. This helped shape a more modern and inviting experience.
Details
With the problem clearly desiphered, I conducted competitor analysis—looking not only at direct competitors like Zoopla and Rightmove, but also at lifestyle-focused platforms such as Modern House, Inigo, Airbnb, and Booking.com. This helped shape a more modern and inviting experience.
Modern house
Booking.com
Airbnb
Zoopla
I focused on implementing the new brand throughout the UI, making sure every detail felt cohesive.
I focused on implementing the new brand throughout the UI, making sure every detail felt cohesive.
A sample of some of the established UI for reference
A sample of some of the established UI for reference
The listings page got special attention: cleaner layouts, larger and better-quality photos, smarter filters, and a smoother flow from search to enquiry. Custom UI components (like filter chips and property cards) were designed to be both functional and visually consistent with the new brand.
The listings page got special attention: cleaner layouts, larger and better-quality photos, smarter filters, and a smoother flow from search to enquiry. Custom UI components (like filter chips and property cards) were designed to be both functional and visually consistent with the new brand.
When a property card is hovered, carousel arrows appear over the image, allowing users to scroll through more photos while simultaneously highlighting the property’s location on the map—making it easier to view visuals and context at the same time.
When a property card is hovered, carousel arrows appear over the image, allowing users to scroll through more photos while simultaneously highlighting the property’s location on the map—making it easier to view visuals and context at the same time.
Quick view
Quick view
Filter
Filter
If people wanted a fuller experience wiithout a list view expanding the property cards allowing users to be emmersed in the properties along with a quick view
If people wanted a fuller experience wiithout a list view expanding the property cards allowing users to be emmersed in the properties along with a quick view
The result was a site that made it easy to browse, filter, and find the right property, encouraging users to stay and explore.
The result was a site that made it easy to browse, filter, and find the right property, encouraging users to stay and explore.
Impact
The redesigned experience made it easier for users to browse imagery and location side by side, encouraging deeper exploration. Key pages seemed to hold attention more effectively, and seeing the brand come to life in a purposeful way was a real highlight of the project. I really enjoyed working and collaborting with Si, Frank and the team at playground.
Impact
The redesigned experience made it easier for users to browse imagery and location side by side, encouraging deeper exploration. Key pages seemed to hold attention more effectively, and seeing the brand come to life in a purposeful way was a real highlight of the project. I really enjoyed working and collaborting with Si, Frank and the team at playground.