I was responsible for the information architecture, user experience, strategy and customer experience journeys as part of the pitch team for Savills. I led workshops to understand the client, the service and the user effectively. I then translated the data to create a product that fits each user’s requirements to be used on desktop, tablet and phone formats.
I worked as a translator who speaks the language of developers, engineers, business stakeholders and customers to ensure that everyone understands the nature of the project and the root of the vision.
I partnered closely with a team of two account managers, three designers and two business strategists to pinpoint the gaps and opportunities in an already saturated market. Together we addressed the pain-points for sellers, buyers, investors, landlords, tenants and estate agents.

After several interviews, workshops and extensive research I created personas and user journeys fitting the necessities of each individual scenario for buyers, sellers, tenants and landlords alike. I created wireframes and sitemaps to share the vision, gain alignment and drive decision-making.
To develop a digital network where information can be shared in a fast and effective way using data and technology to equip estate agents with better insight of their clients, properties and areas.
The key objective of this approach was to create profiles with meta-tags where each client could specify what they were looking for in a property but also a more in depth understanding of their life-style. With this platform information between agent and client can be shared fast and effectively.
Create a system where all data connects and evolves organically similar to dating apps. The user opens a profile as a tenant, buyer, seller, landlord or investor, selects their preferences from a range of images (i.e. 2 bedroom house in TW7 to buy/sell/rent, London, with garden, family friendly area, etc.) and based on those tags the agent gets notified to match similar profiles.
We decided to use a premium magazine look and feel to engage users taking them through a visual journey with user friendly functionality for those who were not that savvy digitally. The data gathering and tags system was “secretly” working in the background while the user was instinctively using the product.
We applied the principles of emotional design to create a more human, user-friendly product and to inspire users to adopt a more active approach engaging on early stages of the journey.

Team Credits

Esther Duran

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  • Service Design Lead at Fjord

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Esther Duran
Service Design Lead at Fjord