Company: Glowbal
Real project
Figma, Adobe Illustrator & Photoshop
Concept:
Visual update of the Glowbal company website.
This project sought to respect the company's corporate identity, redesigning aspects such as the information structure to simplify it and make it more understandable for users.
A design system was defined, a color palette was generated, and a text hierarchy was established to improve usability while maintaining consistency with the brand identity. The prominence of the logo was also reinforced by using it as a design resource.
The use of responsive design combined with variables, gives the designed prototype professionalism and stability.
Current website
New Website Design proposal
🔎 The Challenge and Research: Defining the Problem
The main goal of this pro bono project was to transform an outdated platform with a high bounce rate into a modern, responsive, and conversion-focused real estate tool. We began with a competitive analysis and surveys/interviews with key users (buyers, sellers, and investors). This allowed us to define two key Personas and identify the main frustration: the difficulty in quickly discovering the most relevant properties on the Home page and the site's general sluggishness.
In response to this, the first step was the relocation of information and sections from the original homepage to other pages based on their importance to the user, setting the foundation for the Information Architecture (IA) redesign.
✅ Validation Process and Key Learnings
Following the wireframes and low-fidelity prototype phase, we conducted quick usability tests (guerrilla testing) focused on the property search flow.
The feedback was clear: the user needed immediate visual access to high-value options, without relying solely on the main search bar. As a result, we decided to modify the Home architecture to include a new "Featured Properties" section right below the Hero Image. This visual carousel not only improved interaction time but was key to driving traffic to higher-conversion properties, demonstrating our adaptability to real user feedback.
💻 Technical Feasibility and Hybrid Role
My experience as a Frontend Developer was essential for this redesign. Every UX/UI decision was made with a focus on technical feasibility and performance optimization. In the initial phase, this translated into the redesign of the Information Architecture (IA) of the navigation menu to make it more understandable and improve its accessibility.
Frontend Specification and Viable Design
I was responsible for the final mockup delivery (hand-off) with detailed technical specifications, ensuring that the Mobile First design was optimized for clean, fast, and efficient code, with the aim of solving the initial website sluggishness issue.
🎨 Consistent Visual Design (Design System)
Leveraging my background in Illustration and Graphic Design, the Visual Design (UI) focus was on professionalizing the brand and the experience.
Design System Creation
To ensure scalability and efficiency, I created a new Design System in Figma which was coherently integrated using the Atomic Design methodology to build a complete UI Kit of components, reinforcing design consistency and efficiency.
Typography, Color, and Contrast
I redesigned the color scheme based on the original logo color to reinforce the corporate image, creating a functional and synthetic palette that complies with accessibility and chromatic contrast principles. Regarding typography, I reduced the number of fonts and chose one similar to the original, defining a clear size hierarchy that works on all devices and facilitates legibility.
Corporate Image and Accessibility
We emphasized the use of the logo as a recurring element in the design (in section backgrounds, forms) to reinforce brand identification, and we redesigned some icons to include it as a frame. Finally, I implemented rigorous measures to reinforce the design's accessibility, such as using appropriate contrast, simple information display, reinforcing text with iconography, and adding clear labels and instructions in the form input fields.
Device Designs
Glowbal Desktop
Glowbal Tablet
Glowbal Mobile
📈 Conclusion and Expected Results
The Glowbal redesign proposes an optimized user experience that is more usable and visually aligned with industry standards. Thanks to the research-based approach and the specification of validated solutions (like the property carousel), the new design is poised to increase lead conversion and reduce user bounce rate. The recommended next step includes A/B testing of the new Home to quantify the exact impact on business metrics.
