Image Credit : Matt Yuen, Switch
Nadia Buzalski, Switch
Project Overview
Frasers Property Australia is one of Australia’s leading diversified property groups, with a rich heritage dating from 1924.
Frasers Property Australia develops residential land, housing, and apartments and has delivered over 140,000 homes during their legacy. The company also develops build-to-rent, commercial, retail, and mixed-use properties, and their activities also encompass the ownership and management of investment property, incorporating property and asset management services.
Frasers Property engaged with Switch to rebuild their corporate website and provide a customer-centric, personalised and community-focused experience that bring to life what it means to belong to the Frasers Property community and build trust in their brand.
Project Commissioner
Project Creator
Project Brief
Frasers Property Australia’s business had evolved over time and they recognised the need for a new approach to their digital presence. To not only meet the expectations of their evolving customer needs but to accommodate their new business strategies.
The aim was to build a cohesive digital experience across all of their business units to showcase their new business direction, brand story and create a sense of community.
Project Innovation/Need
We extensively researched and immersed ourselves in Frasers Property Australia, organising workshops to understand their vision and goals, evaluate customer perceptions and digital landscape. Additionally, we analysed competitive industry trends and design practices, identifying opportunities to set Frasers Property Australia apart from its competitors.
From these insights we formulated a digital strategy centered around key goals.
-Raise and capitalise on awareness
Leverage the brands point of difference to increase brand awareness, drive organic traffic and optimise their digital presence.
-Build an industry-leading digital experience
Providing users with a seamless and engaging digital journey, ensuring a consistent and user-friendly experience.
-Establish a smart and efficient operating model
Streamline processes and optimise digital operations to facilitate collaboration, agility, and scalability.
By aligning our approach with these goals, we crafted a robust solution that enabled Frasers Property Australia to achieve a unified digital presence, deliver a compelling brand story & provide exceptional digital experiences to their target audience. Utilising key technology and a component-led design approach led to full scalability & content flexibility, resulting in an enhanced user experience. This was supported by essential functionality such as a site-wide and advanced search tool that streamlined the navigation and connected users directly to the extensive property listings. The mega menu also allowed users to easily identify what they were looking for, and intelligent design templates enabled internal teams to easily publish content to the site. This solution led to an intelligent, personalised & optimised experience for all users.
Design Challenge
Frasers Property required a holistic design and functionality approach for their new website to bring their projects to the forefront, provide confidence to their users and to create a simple, functional and editorial style brand experience to truly reflect who they are as a business right now.
User Experience
Frasers Property Australia's new website reflects their new brand profile showcasing the variety of projects and properties on offer and provides a greater customer experience.
Customers are now met with a beautifully designed, intuitive and user-friendly UX that seamlessly guides them through the website. The customer-centric approach and superior search functionality place property profiles at the forefront, making it easy for customers to explore and discover properties that meet their specific needs.
Frasers Property Australia’s enhanced digital platform has also empowered internal teams such as marketers and content authors to deliver content at speed. The teams are enabled and empowered to create future pages and sites whilst ensuring a unified brand message and design that aligns with the overarching Frasers Property Australia brand identity.
The overall digital experience showcases Frasers Property Australia's commitment to excellence driven by customer satisfaction setting a new industry standard amongst the commercial and residential property market.
Digital - Corporate
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
More Details