A new standard of customer experience for a premium real estate agency
LEXXUS NORTON wanted to maintain its position as the leader in the real estate segment. We mapped market behaviour, gathered data to refine the entire service for clients and partners, refreshed the visual identity, and built a digital platform that sets a new standard for customer experience in the premium real estate segment.
Challenge
Staying the market leader and improving CX for premium customers
LEXXUS NORTON targets demanding clients, expats and investors. We knew that a website redesign alone would not be enough to achieve the number-one position. We needed to understand and shape the entire Customer Experience (CX) for premium customers and deliver a user experience that would match the brand’s high-end position.
We agreed with the client on a key strategy – invest upfront in thorough research and build a strong technological architecture. This would radically reduce the total cost of ownership (TCO) in the future – not only for LEXXUS NORTON itself, but also for other brands within the holding.
Research and the Kano model for clear prioritisation
In a corporate environment with many differing views from stakeholders, managers and brokers, we needed to set a clear direction and priorities. At the same time, we needed to thoroughly understand the systems and principles of real estate advertising.
Through in-depth interviews, interaction and business analyses, and expert reviews, we gained expert-level knowledge of the online real estate market. We spoke with tenants, landlords, sellers and buyers, as well as developers and expats. We found out what they truly expect from the service, what they need, and what their customer journeys really look like.
To prioritise the collected findings, we used flight levels of goals and the Kano model. Flight levels focus on project, business and measurable metric questions. And the Kano model allowed us to focus on the individual features of the product being created. We thus gained objective priorities for further development and separated the required standard from features that would trigger a genuine “wow effect”.
Brand and exceptional customer care
Our research findings had impact beyond the digital platform. We helped the marketing team refine the brand strategy, define its emotional benefits, brand promise, and value proposition. We showed how to communicate exceptional care at every single touchpoint.
Premium visual style with AI involvement
Based on the new visual identity, we designed a clean, airy visual style that carries the primary associations of humanity, trustworthiness, attractiveness and quality – exactly as the brand strategy defined.
The visual itself is elegant and modern. It works with ample white space that allows property photographs and other content – such as articles, case studies and client care communications – to truly stand out.
The delivered designs also included new art direction for photography (styling, concept and editing).
Missing illustrative photos for general pages were not handled with expensive production, but through proactive use of generative AI (Midjourney). We quickly and efficiently created emotionally resonant visuals that perfectly complemented the premium art direction.
Independence, speed and scalability
We built the design and technology outputs to enable maximum independence, speed and scalability across the entire holding
A construction kit for marketing and full control over visual identity
We built an independent design system (with Storybook documentation) that gave the client a library of fully tested and reusable blocks ready to build new websites and landing pages. This design system is also used by the LEXXUS NORTON marketing team as a standalone resource for both online and offline campaigns, maintaining 100% visual brand consistency.
Uncompromising performance and outstanding accessibility
The new website is built with an extreme focus on speed and SEO. Thanks to the implementation of React Aria, it is fully keyboard-navigable, maximally accessible, and meets the most stringent technological standards.
Architecture independent of third-party systems
Companies in the holding use various external real estate software with different data structures. We therefore developed a proprietary “Core” application that translates this fragmented data into a single unified form. The result? If LEXXUS NORTON changes its real estate system provider tomorrow, the website will continue running without any modifications. The client has gained an architecture that isolates the business from third-party technology problems and radically speeds up all development.
Results
The new web platform is already delivering key business value
Faster future development
Thanks to the component library in the design system, new websites or landing pages are assembled from ready-made and tested blocks, which greatly reduces future investment (TCO)
Decision-making built on data expertise
Thanks to our documentation and previous research, the client’s team knows exactly why things work the way they do. Further improvements are planned based on real data, not assumptions
The market leader’s digital platform
LEXXUS NORTON now has a digital ecosystem and CX that immediately confirm its premium positioning
Strategic impact on the brand
We directly incorporated our research findings into updates to the brand manual (definition of emotional benefits, brand promise and value propositions). The marketing team thus gained fresh energy and clear arguments for their strategic communication beyond the digital world
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Don't want to wait? Call +420 604 122 182 or email tomas.izak@proofreason.com
Tomáš Izák
CEO
