Domain
Real Estate & Hospitality
Platform
Mobile application
Services
Research, Strategy, Design
Real estate services in a scalable digital-first ecosystem
Emaar Properties or Emaar Developments is an Emirati multinational real estate development company located in the United Arab Emirates. The company operates internationally providing property development and management services. With six business segments and 60 active companies, Emaar has collective presence in 36 markets across the Middle East, North Africa, Pan-Asia, Europe and North America.
Challenges
Unifying 5 different offline processes into one single online platform. Digitizing at scale, for properties worth 1 billion+ USD. Additionally, creating a scalable & modular design language with complete service redesign, including designing payment processes from the ground up, streamlining communication augmenting transparency & convenience for their complete gamut of customers.
Solution
Redefining the service design ground-up & a brand new product roadmap integrating the diverse & disconnected offline processes into a seamless, one-stop digital platform with heavy focus on enhancing transparency & discoverability – from simple payments to complete property handover.
Our
Research
Extensive on-ground research with current customers of Emaar along with in-depth competitor analysis of global real estate brands, trying to understand what the existing market wants & what their unmet needs were. Our detailed research (qualitative & quantitative) along with competitor analysis revealed that the dominant user group for Emaar, which consisted of HNIs & expats, expected a premium, futuristic, & seamless ecosystem that took care of the A to Z of their property needs on a single platform.
Painpoints discovered
Integrated
Management
Lack of a single, holistic property management platform for all Emaar customers that provided end-to-end services seamlessly
Tedious
Process
Multiple touchpoints (sales, marketing, legal, etc.) with customers having to deal with a multitude of teams separately through offline channels
Missing
Opportunities
Of digitization with high dependency on external parties & customers having negligible control over property management processes
Lack of
Personalization
From legal technicalities to customizations to the property, there were no personalized services designed for the customer
Our
strategy
Product roadmap enlisting the overall vision of the service redesign, which was unifying 5 different online processes & transforming all physical processes into a single-point digital platform with transparent & convenient payments, smooth property handover process, & a unique voice-driven way of raising service requests.
Design Thinking
Integrating scattered offline processes into a single process
Enterprise Redesign
For exceptional customer experience across user groups
Bridging the gap
Between property owners, agents, & buyers
Design
execution
Product design with a highly scalable. modular, & consistent design language, bringing the functionalities of 5 offline processes into a single digital platform. Seamless integration of end-to-end property management processes – starting from discovery to payments to handover, covering all major & minor aspects under a single roof.
Our design solution also came with VUI (voice user interface design) features with a new way of raising requests within the app, through voice commands. We also redesigned the payments process, from ground up prioritizing transparency & convenience for Emaar customers.
We also took care of minor but important aspects of property ownership such as making all appliances’ warranty cards available digitally at one place. With the new Emaar One app, customers of Emaar could now make payments, discover properties, add customizations to their homes, raise service requests, track the progress of property construction, & more through a single mobile application.
Information Architecture
The extensive IA covered tree maps, content models and visual models, detailing out every minute aspect of the application.
Visual design
Our visual design spoke directly to the prime customer base of Emaar – HNIs, expats, etc, bringing a certain premium & elegance across the visual design & aesthetics of the Emaar One app. Custom illustrations added to Emaar’s branding while also making it a delightful experience for the users. Simple & elegant fonts were used throughout the design with the ux copy being the perfect mixture of premium & witty.
The
outcomes
NetBramha successfully facilitated Emaar’s digital transformation journey by eliminating bottlenecks, streamlining handovers, and expediting payments. This comprehensive overhaul not only revolutionized one of the world’s largest real estate enterprises but also introduced a new level of convenience for their diverse range of customers and their extensive in-house team of over 2,000 employees.
Our collaboration with Emaar resulted in a plethora of positive outcomes, all driven by a design-led approach. If you are eager to delve deeper into the details of how NetBramha facilitated Emaar’s digital transformation journey, connect with us here.
