Role
Lead Designer
Lead Designer
Services
Product Design · UX Strategy · Visual Design · Interaction Design
Product Design · UX Strategy · Visual Design · Interaction Design
Overview | A premium experience
Strutt & Parker, a leading UK property agency, wanted a digital experience that matched their premium brand while truly serving buyers, sellers, tenants, and agents. This project combined a brand refresh, human-centered design, and AI-enhanced tools to deliver an engaging, scalable, and measurable web experience.
2.5x
faster search
50%
time saving per interaction transactions
Strutt & Parker, a leading UK property agency, wanted a digital experience that matched their premium brand while truly serving buyers, sellers, tenants, and agents. This project combined a brand refresh, human-centered design, and AI-enhanced tools to deliver an engaging, scalable, and measurable web experience.
Impact | Stronger relationships and engagement
The redesign accelerated property search, simplified booking, and increased engagement through tailored experiences. AI-driven dashboards empowered agents to focus on high-value prospects. S&P emerged as a forward-thinking, data-driven agency with measurable improvements in conversion, retention, and customer satisfaction..
The redesign accelerated property search, simplified booking, and increased engagement through tailored experiences. AI-driven dashboards empowered agents to focus on high-value prospects. S&P emerged as a forward-thinking, data-driven agency with measurable improvements in conversion, retention, and customer satisfaction..
faster search
50%
time saving per interaction transactions
Challenge | Simplify journeys and connect with people
The existing website was difficult to navigate, with limited personalisation and no tools to guide users efficiently. Customers struggled to find properties, book valuations, and connect with agents. Internally, the business lacked insights to prioritise high-value prospects or deliver tailored experiences.
The existing website was difficult to navigate, with limited personalisation and no tools to guide users efficiently. Customers struggled to find properties, book valuations, and connect with agents. Internally, the business lacked insights to prioritise high-value prospects or deliver tailored experiences.
Goal | Designing for clarity and conversion
Our goal was to create a fully responsive, cross-device digital experience that reflects S&P’s premium brand, reduces friction, and introduces AI-driven tools to improve engagement, conversion, and long-term customer satisfaction.
Our goal was to create a fully responsive, cross-device digital experience that reflects S&P’s premium brand, reduces friction, and introduces AI-driven tools to improve engagement, conversion, and long-term customer satisfaction.
Analysis & Strategy | Understanding customers and drive innovation
We designed the project in three phases: Now focused on simplifying navigation and booking for quick wins, Next introduced personalisation with dynamic listings and conversational search, and Future envisioned AI tools like the Future Price Predictor and Customer Genomes. Research across buyers, sellers, tenants, and agents revealed pain points, while audits of content and data exposed opportunities to streamline flows and prioritise key information.
We designed the project in three phases: Now focused on simplifying navigation and booking for quick wins, Next introduced personalisation with dynamic listings and conversational search, and Future envisioned AI tools like the Future Price Predictor and Customer Genomes. Research across buyers, sellers, tenants, and agents revealed pain points, while audits of content and data exposed opportunities to streamline flows and prioritise key information.
Design Principles
Clarity
Personalisation
Credibility
Innovation
Efficiency
Personalisation
Credibility
Innovation
Efficiency
Design | Delivering value
We reimagined property search to be predictive, conversational, and efficient, with listings that adapted to user preferences. AI tools like the Future Price Predictor and Customer Genomes built trust with customers while helping agents prioritise prospects. Content was reorganised for clarity, and high-fidelity designs emphasised usability and brand identity. Every decision was tied to measurable outcomes in engagement, conversion, and effectiveness.
We reimagined property search to be predictive, conversational, and efficient, with listings that adapted to user preferences. AI tools like the Future Price Predictor and Customer Genomes built trust with customers while helping agents prioritise prospects. Content was reorganised for clarity, and high-fidelity designs emphasised usability and brand identity. Every decision was tied to measurable outcomes in engagement, conversion, and effectiveness.
Solutions | Reducing cognitive load and improving speed to valuation
We started by simplifying navigation and information architecture to make the site intuitive and scalable. Streamlined content, semantic predictive search, and clearer pathways helped users find what they were looking for 2.5x faster, while also strengthening SEO and accessibility.
We started by simplifying navigation and information architecture to make the site intuitive and scalable. Streamlined content, semantic predictive search, and clearer pathways helped users find what they were looking for 2.5x faster, while also strengthening SEO and accessibility.
Solutions | Listing for more discerning customers
The listings experience was redesigned to meet the expectations of S&P’s high-value audience. Instead of generic pages, customers were presented with relevant, customisable information at a glance, supported by dynamic filters tailored to individual needs. Browsing became not only more efficient but also more personal.
The listings experience was redesigned to meet the expectations of S&P’s high-value audience. Instead of generic pages, customers were presented with relevant, customisable information at a glance, supported by dynamic filters tailored to individual needs. Browsing became not only more efficient but also more personal.
Solutions | Making the property search conversational
Search evolved from a static function into a two-way dialogue. Conversational tools, whether chatbots for quick contextual questions or direct digital communication with agents, allowed the site to behave like a responsive assistant, guiding customers through their journey.
Search evolved from a static function into a two-way dialogue. Conversational tools, whether chatbots for quick contextual questions or direct digital communication with agents, allowed the site to behave like a responsive assistant, guiding customers through their journey.
Solutions | Personalisation with customer genomes
By segmenting users into Customer Genomes, we created personalised pages and messaging that resonated with different audience types. This ensured that every visitor felt understood and supported, rather than treated as a generic user.
By segmenting users into Customer Genomes, we created personalised pages and messaging that resonated with different audience types. This ensured that every visitor felt understood and supported, rather than treated as a generic user.
Solutions | Capturing data to enhance the experience
Data collection was built into the journey seamlessly. As customers searched, their profiles updated automatically, while agents added both qualitative and quantitative insights powering the Conversion Predictor Dashboard, which enable agents to focus on the most valuable prospects.
Data collection was built into the journey seamlessly. As customers searched, their profiles updated automatically, while agents added both qualitative and quantitative insights powering the Conversion Predictor Dashboard, which enable agents to focus on the most valuable prospects.
Solutions | Retaining customers through added value
To strengthen long-term relationships, customers were given additional services like personalised annual portfolio reports and access to an exclusive S&P VIP program. These tools provided market intelligence and projections, positioning S&P as a trusted advisor beyond the transaction.
To strengthen long-term relationships, customers were given additional services like personalised annual portfolio reports and access to an exclusive S&P VIP program. These tools provided market intelligence and projections, positioning S&P as a trusted advisor beyond the transaction.
Solutions | Inspiring customers with future-focused tools
Proprietary features such as the Future Price Predictor allowed customers to estimate the value of properties over time. Logged-in users could view predictions not only on new purchases but also on their existing portfolio, helping them plan investments with confidence.
Proprietary features such as the Future Price Predictor allowed customers to estimate the value of properties over time. Logged-in users could view predictions not only on new purchases but also on their existing portfolio, helping them plan investments with confidence.
Solutions | Driving activity and preparing for tomorrow
The experience was designed to be proactive. Once customers had shown interest in properties, the system highlighted new opportunities and even initiated conversations via text or WhatsApp to streamline choices. This reduced time on the phone for both agents and clients, creating a more efficient and responsive service.
The experience was designed to be proactive. Once customers had shown interest in properties, the system highlighted new opportunities and even initiated conversations via text or WhatsApp to streamline choices. This reduced time on the phone for both agents and clients, creating a more efficient and responsive service.
Takeaways | Designing a premium experience
This project showed me how impactful design balances quick wins with long-term vision, how personalisation is most effective when grounded in real user needs, and how embedding measurement from the start provides guidance and continuously refines decisions.
This project showed me how impactful design balances quick wins with long-term vision, how personalisation is most effective when grounded in real user needs, and how embedding measurement from the start provides guidance and continuously refines decisions.
