Website for visionary real estate
Expertise
Tech Stack
Awards
Challenge
To manage the balancing act between a clear, design-oriented brand presence with the aim of strengthening the brand and a user-centred and needs-oriented property search with the aim of increasing conversion. A rebranding process also took place at the same time as the website relaunch, in which we positioned the new umbrella brand across teams and consolidated it with the new website.
Solution
The result is a user-centred and avant-garde website that represents the passion, innovation and quality behind the Bauwerk projects, as well as a simple and needs-oriented property search.
The balance between design and conversion
One of the biggest challenges lay in our jointly defined core task: to combine a design-oriented and clear web presence to strengthen the brand with a user-centred property search that responds to the needs of customers and promotes conversion. The new website now includes an optimised, digital sales channel and guides users through the purchasing process with clear instructions. With a complete overhaul of the navigation structure and the use of a faceted property search, we have succeeded in not only guiding users to the right property, but also bringing them closer to the added value of the projects. The eye-catching lime yellow colour indicates the path from the property search to the viewing appointment and is repeated at the various navigation levels.
Credo: Always rethinking living space
Bauwerk thinks architecture through to the end and is constantly reinventing living space: from adaptable spatial structures to shared spaces, digital technologies and e-mobility.Here, everyone can find the living model that suits them. This ‘new way of thinking’ is communicated to the user through the various subdivisions on the project onepager, which were designed using a storytelling approach. Because Bauwerk creates a separate brand with individual CI elements for each of its projects, the focus is clearly on the project brands. Bauwerk nevertheless remains recognisable as an umbrella brand.
Faceted search with Vue.js
With the help of the CMS system NEOS, based on the highly developed PHP framework ‘Flow’, we enabled the customer to maintain content themselves via an inline WYSIWYG editor and created a particularly high degree of customisation freedom for the project pages. One technical challenge was the faceted search, which we realised with Elasticsearch and Vue.js in order to be able to work with the same data in different places with high performance. One aspect that should not be underestimated was the design of the data structure and filter logic, which was continuously adapted, scrutinised and revised during the project until it felt right for the project team.
The first ideas were sketched out with the help of scribbles
A look at the NEOS backend
