Challenge

In the Cyrela & Living project, I led a discovery phase with off-plan apartment buyers and internal teams. This resulted in a tailored blueprint for each brand, identifying opportunities and recommendations, and leading to a fully revamped, high-performance website.

Findings

➔ Navigation Data

• Mobile access: 59.06% of users access the Cyrela website via mobile devices.

• Screen resolution: 13.87% of mobile sessions occur at a resolution of 414x896.

• Browsing behavior:

  • 48.59% of sessions start on product pages.

  • 20.76% of sessions begin on the homepage.

  • 13.32% exit the website from the homepage.

  • 22.91% bounce rate overall.

  • 38.72% of property pageviews are from São Paulo.

  • 9.30% exit the website from property pages.

  • 47.15% of users are new visitors.

  • Average audience age: 25–34 years old.

➔ User Research Data

• Research methodology:

  • 7 recorded user interviews.

  • Over 7 survey responses.

  • 200+ questionnaire responses collected via the relationship center.

  • 20 responses gathered via Hotjar.

• Key priorities when searching for a property:

  • 1: Location

  • 2: Blueprint

  • 3: Sales gallery

• User preferences:

  • Cyrela users prefer to conduct their search independently.

  • Contact with a broker typically occurs only when deciding to buy, and sometimes even after visiting a showroom.

  • 63% of respondents seek a Cyrela property for residential purposes. The remaining 37% focus on investment or wealth-building.

  • The majority of users fall within the 40–60 age range.

  • Cyrela is chosen due to its brand name, reputation, and market presence.

  • Words like “security” and “trust” are directly associated with the preference for Cyrela.

  • Users are attracted to projects, layouts, and showrooms as key differentiators.

  • After purchasing, users prefer using the customer portal for inquiries but switch to phone support for urgent matters.

  • Key priorities when searching for a property:

    • 1: Location

    • 2: Price

    • 3: Appreciation potential.

  • Floor plans and room distribution are considered significant differentiators.

  • 72% of users search for properties for personal use; 28% for investment or other purposes.

  • WhatsApp is the most commonly used channel to communicate with brokers.

  • The website is functional but lacks the "wow factor" of the showroom experience.

  • Missing information on the website required users to contact brokers for additional details.

  • Cyrela’s credibility is highly influential in purchase decisions.

  • Virtual tours and floor plans were the most attention-grabbing features on the website.

  • Preferred support options:

    • 1: Mobile app

    • 2: Website

➔ Broker Research Data

• Research methodology:

  • 7 recorded interviews, 2 meetings, and 3 showroom visits to speak with brokers.

• Insights:

  • WhatsApp is the primary channel for communication with leads.

  • The chat feature is the most effective channel for generating qualified leads.

  • Most leads are generated online/digitally but are converted and retained at the showroom (due to the experience offered).

  • Brokers rarely use or access the Cyrela and Living websites.

  • Property cards are the main way brokers share information with clients.

  • Brokers consider creating their own advertisements highly relevant.

  • There’s a perception that the website is not the primary tool for lead generation.

  • Virtual tours are seen as a standout feature for clients and should be available for all developments.

  • Clients frequently request details on neighborhoods, sunlight exposure, views, and apartment floor plans.

  • Bureaucratic processes are seen as the most difficult and frustrating part of their work.

Other Deliverables

• Competitor and industry benchmarks.

• Cyrela and Living service blueprints.

• Additional insights and documentation.

Design Sprint