The Millennium Residence
A luxury condominium located in the heart of Bangkok
Redesigning website - 2 WEEKS DESIGN SPRINT
Before
After
QUICK SUMMARY
The Millennium Residence website serves as a platform for individuals interested in buying or renting a unit.
The Millennium Residence is the luxurious condominium project located in the business district of Bangkok, Thailand. With its prime location and top-notch amenities, the Millennium Residence offers a premium living experience to its residents. Nevertheless, the website for purchasing or renting properties appears to be outdated and lacks the luxurious feel that the property embodies.
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Getting started...
CHALLENGE
Choose one or two of the site’s pages, including the homepage to be redesigned for 3 viewports (small, medium, and large). Improving the user experience by a redesign of their existing user interface. While browsing Facebook, I came across a post looking for a UX designer to redesign the website at https://millennium-residence.net. I decided to reach out to the website admin via email to request permission to use the information from the website as a case study for my project.
Role
This was an individual project and I was responsible for the entire design process solo.
Method
User research, Competitive Audit, Sitemap, Wireframe, Usability testing, High fidelity
Approach
I started with business analysis by researching the business, identifying the target audience, and exploring the existing market. Based on this information, I pinpointed areas that required improvement and proceeded to restructure the site map. Next, I constructed a website mock-up to test usability before developing a high fidelity prototype.
Understanding the problem...
Who is Millennium Residence Bangkok?
The Millennium Residence Bangkok is a luxurious condominium situated in a prime location, surrounded by high-end department stores and top-quality restaurants. This sought-after location is conveniently connected to sky and underground trains, with shuttle buses available for added convenience. The Millennium Residence is renowned for its world-class facilities, which include an Olympic-sized pool and top-of-the-line fitness facilities. Ample parking is also available, with a ratio of 110%. Additionally, it is just a few minutes away from one of the largest parks in Bangkok, offering residents a refreshing escape from the city. The Millennium Residence comprises four towers, each towering 51-53 storeys high and about 200 metres high, complete with a Helipad on each tower. With 604 units and 1000 car parking spaces, the Millennium Residence offers extensive facilities and amenities that are sure to impress. If you're looking for a home, they offer units for resale or rental, with their management team providing top-notch service.
Who is the target audience?
According to a report on Bangkok's condo market segments, the Millennium Residence condominium falls under the luxury segment, with a starting price of 181,800 THB per square meter or 12 million THB per unit, with some units priced at 150 million THB or more. The report notes that buyers of these units typically view them as a second property that can serve as an investment asset, either for personal use or for future leasing. As such, the target audience for this condominium comprises high net worth individuals, including executives and entrepreneurs, as well as international buyers such as expatriates or foreign investors who seek a secure investment opportunity with the potential for capital appreciation.
User research
Goal : to gain an understanding of the users' needs and expectations when they visit the property website to search for a new home
Based on the “FACTORS INFLUENCING CONSUMER PURCHASE DECISION TOWARD CONDOMINIUM research” I found that these are the factors that the users would consider when they want to buy or rent a property
Competitive Analysis
To better understand the features that are currently available on the property website market and to identify where I should improve the Millennium website.
What to improve ?
After conducting extensive background and user research and competitive analysis, it became evident that the Millennium Residence is a top-tier condominium in the heart of Bangkok's busiest district. Nevertheless, the website for purchasing or renting properties appears to be outdated and lacks the luxurious feel that the property embodies.
How might we…
enhance the Millennium Residence's company website by creating a user-friendly layout that portrays both luxury and elegant, in order to establish the property's unique positioning and build trust with potential customers
Starting the design...
Paper wireframe
After planning the sitemap, I am designing the homepage of the website. I have found a reference design that I am adapting to my own style.
Sitemap
I created the sitemap on the consideration factors before buying or renting a property of users. This is to understand what are the elements of the property website and to make sure that I will be able to meet the users' needs when they are entering the property site for finding their new home.
Mood board
In order to create an effective luxury property website, I would like to draw inspiration from existing sites that embody the desired mood and tone. Specifically, I aim to create a site that exudes a luxurious and elegant feel, which can be achieved through careful attention to elements such as color scheme, typography, and layout.
Colour
The current website's colour scheme features black, white, and grey, which were chosen by the business. While these colors evoke power, luxury, elegance, professionalism, neutrality, and simplicity, I propose adding blue to the palette to introduce a sense of safety, calmness, and trustworthiness.
DIGITAL WIREFRAMES
I created the digital wireframe here because I would like to conduct usability studies that capture the appropriate mood and tone for the Millenium Residence website.
USABILITY STUDIES
The research goal for this study is to identify the mood and tone of the website from the user’s perspective by using a semantic differential scales on rating the website on a scale from "luxurious" to "basic."
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Participants were asked to rate the website's mood or tone using the 7-point scale by selecting a number from 1 to 7 that corresponds to their perception of the website's mood or tone.
By analysing the semantic differential scales results, it has been determined that the deep blue background has received an average score of 5.2, indicating a strong association with feelings of luxuriousness. In comparison, the white background received an average score of 4.0.
Continute the design...
Hight-Fidelity
It has been concluded that the deep blue background is the optimal choice to continue with the design based on the obtained results.
Homepage
I designed the homepage with the elements based on the user research, competitive result and the existing elements that business would like to tell their customers.
Property search
Main element:
1. Search bar
2. Filter
3. Property card
- Picture
- showing price
- when its posted
- Unit detail
- CTA for sending message
Unit detail
To provide users with the information they are most interested in, I start by presenting the name and price of the unit, followed by more detailed descriptions in smaller text. In addition, I include a contact form alongside the unit details to ensure easy communication with the condo management team.
Hight-Fidelity Prototype
Feel free to tap on any devices that you would like to try the Hight-Fidelity Prototype. Enjoy ;)
GOING FORWARD...
Impact
1. Improved brand reputation
After implementing the final design of the Millenium Residence website, the brand's values and aesthetics are now better reflected through a well-designed layout, high-quality imagery, appropriate use of colour and tone, and a user-centered design approach. This has significantly improved the brand's reputation and positioning in the market.
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2. Improved usability
The redesigned Millenium Residence website now offers improved usability, allowing users to easily navigate the website to find information on the brand, its services, location, and customer reviews. By rearranging the website's elements, I have created a more intuitive and user-friendly design, resulting in a better user experience and increased engagement with the website.
What I learned
I have learned that coloring gives very big impact to the design. Only these 2 colours : white and deep blue - people are giving difirent feedback. However, as the user experience designer we have to design according to the research that we have done.
Next steps
Usability Studies
I would like to conduct another round of the usability study. This is to make sure that the element that I designed is answering the users' needs when they enter the condo’s website. However, I've created the file for this usability study - see file but I have no time to recruit paticipants and run the study yet.
Reach out to the condo management to get a feedback
I'd like to reach out to the condo management and get feedback from the business owner. So, that I will be able to hear what they think about my design and does it answer their need.
Thank you for your time reviewing my work on redesigning the website!