To address the core challenges, I conducted targeted research:

User Interviews & Contextual Inquiry
Interviewed 12 target users (renters seeking premium apartments) to understand their motivations, information needs, and emotional drivers when exploring properties.
Key insight: Users valued curated quality over quantity and the available amenities created all the difference.
Competitive Audits
Analyzed 8 luxury real estate platforms (e.g., Phoenicia, Hyatt, Plum Guide) to identify engagement patterns for non-transactional experiences.
Found: Users engaged deeply when storytelling evoked aspiration and presented with room for preferences and personalization.

Synthesizing this data enabled us to:

Define Two Core User Personas: Primarily the 'Serene Seeker' (values amenities, services provided, and emotional connection to space) and the 'The Couples’ Escape Planner' (values quiet neighborhoods and proximity to city-center).
Map the End-to-End User Journey: Visualizing key moments highlighting critical drop-off points.

Research revealed: Users would explore deeply if

Apartments felt like curated stories, not listings.
Key details (amenities, availability, etc.) were accessible within 2 clicks.

Case Studies

Repositioning Eversun: A Strategic Rebrand for Market Differentiation