Award winning digital revamp for a real estate company.
Award winning digital revamp for a real estate company.
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Overview
Advetum Wealth - Website
In 2024, at Twowords, we designed the User experience for a wealth management company specialising in the buy-to-let property sector. We collaborated with two other agencies—one for branding and the other for development—to bring the project to life. The UX design was guided by an innovative method developed by our team, known as “Touchpoint Architecture.”
What difference did we make?
Empowering the Clients
51%
decrease in basic manual queries related to the process and laws.
21%
increase in monthly average website traffic.
#1
awarded for best global branding in real estate at the BELA awards.
Preview
Innovating Experience
How Can we Structure the IA of a Static Site to Ensure it Feels Intuitive?
The website was designed to go beyond a static information portal; it was intended to be a tool for employees to explain the company’s offerings to customers effectively. Additionally, it needed to be self-explanatory, functioning like an agent that could communicate directly with users. The challenge lay in embedding the flow of a sales conversation into the information architecture, ensuring that each piece of information seamlessly connected to related content, anticipating and addressing the client’s next question, as if the website could read their mind. To achieve this, we developed an innovative approach to designing the website’s information architecture, detailed below…
Introducing Touchpoint Architecture
A Wholistic New Approach to IA
To design the information architecture of Adventum Wealth’s website, we mapped out the journey of a client engaging with the company through various entry points, such as social media, events, search results, referrals, and more. We analyzed these touchpoints to identify the key pieces of information referenced by the company’s employees in emails, posters, or other communications. This analysis guided us in structuring the architecture to incorporate these essential information touchpoints, organized in the order they naturally appear in conversations and their frequency across different entry points.
Identify
Step 1
Identify customer journey entry points and map touchpoints where the site is or will be used.
Review conversations for moments referencing specific information—these indicate where the website plays a role.
Analyse
Step 2
For each touchpoint identified, determine all the pieces of information being discussed and compile a list.
Repeat this process for every entry point, ensuring all touchpoints are thoroughly covered.
Prioritize
Step 3
Organize the information within touchpoints according to their order of occurrence.
In cases of conflict, prioritize based on the frequency of occurrence across touchpoints.
For instance, during an observational inquiry of conversations between the company and a potential client, we noticed that discussions typically began with an overview of the company’s services, followed by the benefits clients receive, past results, and finally, the company’s offerings. This structured approach was designed to gradually build trust and relationships. To align with this, the website’s homepage was structured in the same sequence, ensuring that when future conversations occur, company representatives can easily refer clients to the site, where the relevant information is just a scroll /click away. Additionally, clients would have a similar in-person experience when navigating the website on their own.
The Power of Prototypes
How Did We Manage Collaboration?
This cross-agency project involved branding, UI/UX, and development handled by separate teams. Delays arose from tool incompatibility and communication barriers requiring frequent meetings. At Two Words, we addressed this with highly detailed outputs, enabling streamlined communication and resolving tool issues. A team member remarked, “This feels like a real website,” as our clear, precise work eliminated confusion and ensured seamless collaboration, ultimately leading to…
The Most Detailed Prototype Ever.
Results
Recognition & Rewards
#1
in global branding award.
100%
validation for touchpoint architecture results.
The touchpoint architecture exercise provided valuable insights validated within the company, resulting in a successful UX revamp. This led to reduced basic manual queries and an increase in average monthly visitors. Additionally, the UI gained global recognition, earning the BELA award for Best Global Branding in Real Estate.
Innovating Experience
Innovating Experience
Creating empathetic designs, swiftly enhancing business solutions, and transforming lives for diverse individuals, in other words, innovating experiences.
Creating empathetic designs, swiftly enhancing business solutions, and transforming lives for diverse individuals, in other words, innovating experiences.
Innovating Experience
Creating empathetic designs, swiftly enhancing business solutions, and transforming lives for diverse individuals, in other words, innovating experiences.