Malpo Case: Research + Web Redesign for Real Estate Lead Capture

Malpo real estate, with an established market presence, faced a critical challenge: their website was not fulfilling its primary function of generating qualified leads and conveying trust in their real estate projects.

Problems identified in the initial audit:

• Confusing information architecture that created navigation friction
• Inconsistent mobile experience, limiting access from primary devices
• Lack of clear information hierarchy, diluting strategic CTAs (call-to-action)
• Misalignment between value proposition and interface communication
• Lack of behavioral data to guide design decisions

Phase 1: Diagnostic Analysis

Heuristic Evaluation

Usability audit applying Nielsen's 10 heuristics, identifying critical violations in:

• System status visibility (active projects/availability)
• User control and freedom (lack of spatial orientation)
• Error prevention (forms without clear validation)

Analytics Analysis

Review of historical data to identify:

• Abandonment points in conversion funnel
• Mobile vs desktop user behavior
• Pages with highest bounce rate
• Current navigation patterns

Competitive Benchmarking

Analysis of 5 competing real estate companies to identify:

• Industry standards in architecture and navigation
• Differentiators in project communication
• Trends in contact and quotation experience
• Innovation opportunities

Phase 2: Synthesis and Mapping

• Visual documentation of current hierarchical structure
• Critical user flows and friction points
• Reorganization proposal based on business priorities
• Stakeholder validation of proposed changes

Deliverable 1: Research and Information Architecture

Structured Navigation Map:

• Clear hierarchy of maximum 2-3 levels to reduce friction
• Smart separation of audiences: buyers, investors, internal
• Optimized routes for main flows: project search → contact → quotation

Findings Document:

• Synthesis of findings from each method (heuristic, analytics, benchmark)
• Prioritized issues by conversion impact
• Research-based recommendations

Deliverable 2: Mobile First Redesign

Design Approach:

• Mobile prioritization as primary experience (over 65% of traffic)
• Omnichannel redesign ensuring desktop-mobile-tablet coherence
• Simplified flows without sacrificing critical information

Key Redesigned Components:

• Main Landing: Clear value proposition, quick project access, highlighted CTA
• Project Catalog: Smart filters, hierarchical visualization, cards with key information
• Project Details: Immersive gallery, structured information, contextual CTAs, interactive maps
• Forms: Essential fields, real-time validation, clear confirmation
• Post-Contact: Next steps, response times, alternative contact options

Validated Architecture

• Navigation proposal aligned with real estate industry standards
• Scalable structure for future catalog growth
• Clear documentation for internal team and developers

Improved Brand Perception

• Modern, clean design conveying professionalism
• Consistent experience reinforces reliability
• Improved accessibility expands potential audience

Optimized User Clarity

• Reduced steps to access critical information
• Clear visual hierarchy eliminates unnecessary decisions
• Simplified conversion flows increase contact intention

Actionable Implementation Roadmap

• Phase 1 (Priority): Mobile redesign + homepage + project listings
• Phase 2 (Short term): Optimized forms + CRM integration
• Phase 3 (Medium term): Advanced analytics + A/B testing

Suggested Success Metrics:

• Conversion rate (visit → contact)
• Average time on project before contact
• Mobile bounce rate reduction
• Post-contact user satisfaction (NPS)

Applied Methodology

• Quantitative: Current site analytics, competitive benchmarking
• Expert: Heuristic audit, architecture analysis
• Collaborative: Iterative validation with key stakeholders

Challenges Solved

• Balancing information vs simplicity: Information structured by detail levels
• Multiple audiences in one interface: Clear paths from start based on user intention
• Conversion without being invasive: Contextual CTAs aligned with natural flow

Post-Project Recommendations

• Advanced analytics implementation for continuous monitoring
• Periodic usability testing with new users
• Post-launch mobile behavior analysis
• Iterations based on actual conversion data