Meraas, a member of Dubai Holding Real Estate, has long been at the forefront of Dubai’s real estate landscape, creating some of the city’s most iconic developments like City Walk, Bluewaters, and La Mer. With a commitment to enhancing Dubai’s status as a premier global investment destination, Dubai Holding Real Estate commissioned Crowd to redefine Meraas’ website UX and UI strategy. The goal was to ensure the online platform truly reflected the quality and modernity of its renowned developments while providing a seamless, user-friendly experience for a global audience that would allow end-users to explore masterplans, unit types, amenities and learn more about becoming part of the Meraas community lifestyle.
Revamping Meraas’ digital vision
To communicate the luxury and innovation of Meraas' offerings effectively, a comprehensive digital transformation was crucial. Crowd was tasked with delivering a digital strategy that not only showcases Meraas' extensive portfolio but also provides a user-friendly experience for visitors from around the world. The new website serves as a central hub for all of Meraas' marketing and communication efforts, designed with the latest technological advancements and user experience principles in mind.
Data insights to influence UX strategy
Our strategy began with extensive research and planning, ensuring that every aspect of the website would align with Meraas’ vision and meet the needs of its diverse clientele. This included:
- Discovery workshops: We engaged with Meraas stakeholders to fully understand their brand requirements, target audience, and key objectives.
- Competitor audits: By analysing competitor websites, we performed a comprehensive gap analysis and identified opportunities for Meraas to differentiate itself and lead the real estate industry in digital innovation.
- UX strategy: Our team developed a user experience strategy focused on intuitive navigation, mobile-first design, and an optimised customer journey. This was achieved through detailed sitemaps, wireframes, prototyping and usability testing.
Designing a world-class digital experience
In line with Meraas’ commitment to excellence, the new website was designed to be visually striking yet functional. Key features include:
- UI designs: A clean, minimalist design with a hamburger menu for easy exploration of Meraas’ extensive portfolio across different devices.
- Interactive elements: To engage users and showcase Meraas’ developments, the website features a hero banner video loop, microinteractions, and embedded 360° video, creating an engaging experience.
- Content creation: Crowd also handled content development in three languages—English, Arabic and Russian, ensuring the website resonates with a global audience.
Since its launch, the Meraas website has successfully served as a central hub for the company’s marketing and communication efforts. The platform provides a dynamic digital experience that reflects the innovative spirit of Meraas’ real estate developments.
Through its collaboration with Meraas, Crowd has redefined the potential of a real estate website, ensuring it continues to address the evolving needs of a global audience.
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