Frasers Property Australia | Digital Agency Switch
Client:
Property development
Sector:
Visit website:
Awards:
- 2024 Australian Design Awards - Digital Corporate (Gold)
- 2023 Good Design Awards - Digital Design category (Winner)
- 2023 Sydney Design Awards - Digital Corporate (Silver)
- 2023 Sitecore Experience Awards - Honourable Mention award
My role:
- UX/UI Design of all components and templates
- Creation of the Design System
- User Testing
- Quality Control
February 2022 - June 2022
Time:
Quick facts about my contribution to the project
50+ components
delivered with responsive design for both desktop and mobile
20 templates
created to streamline the design process by providing a framework for organising content
12 user testing
sessions conducted to evaluate and select the best design solution
4 awards
received for excellence and innovation in design and Sitecore experience
Project snapshot
Frasers Property Australia (FPA), a property group with a long history dating back to 1924, is among the top diversified property groups in Australia. Specialising in developing various types of residential properties such as land, houses, and apartments, Frasers Property Australia has delivered more than 140,000 homes over the years.
Frasers Property collaborated with Switch to rebuild their corporate website, which aims to provide a human-centered, personalised, and community-focused experience that brings to life the Frasers Property community's sense of belonging.
OVERVIEW
Business goals | Challenge
WHY
Frasers Property Australia's business had evolved over time and required a new approach to their digital strategy and presence. Their goal was not only to meet changing customer expectations but also to align with their new business objectives, such as:
Strengthen brand identity and legacy, raising and capitalising on brand awareness
Increase sales conversion, repeat purchases and referrals
Create a sense of community bringing the Frasers Property Australia's mission to create stronger, smarter, happier neighbourhoods to life
Project objectives | Strategy
HOW
To support the established business goals, we have defined the project objectives and strategy on how to accomplish them.
Modernise the overall look & feel of the site
Showcase the diverse portfolio of Frasers Property Australia, enabling visitors to seamlessly explore their offerings and experience the bespoke nature, breadth and exceptional quality of their projects.
Educate and inform customers on the breadth of what FPA does and the variety of their property types and product offerings.
Commemorate Frasers Property Australia's remarkable 100-year history
Build smart, tailored user experiences by:
Enhancing the search functionality to streamline the navigation and connect users directly to the extensive property listings
Empowering users with the ability to track their properties.
Providing users with easy-to-use tools to contact FPA and refer a friend
Foster community engagement around the Frasers Property Australia’s brand and cultivate long-lasting relationships with the diverse range of customer segments.
WHAT
Final product | Outcome
Video created by Nadia Buzalski
Impact for the client
Frasers Property Australia's new modernised website reflects their new brand profile showcasing the variety of projects and properties on offer and provides a greater customer experience.
The incorporation of advanced property search functionality and categorised property listings has enhance user experience by enabling them to efficiently navigate property listings based on their preferences and providing a more personalised search experience, leading to increased engagement rates (e.g. 109% positive effect from a continuous refresh of property listings).
Visually impactful, editorial-style yet informative property listing cards have elevated the presentation of properties, highlighting the breadth and quality of Frasers Property Australia’s portfolio.
The personalised content and redesigned user flow for the 'Live Proud' landing page, targeting 'First Home Buyers,' have resulted in increased engagement metrics:
357% increase in page views
60% increase in time spent on the page
Impact for the agency
The success of the delivered product has been recognised through the receipt of 4 prestigious awards: the Good Design Awards (Winner), Australia Design Awards (Gold), Sydney Design Awards (Silver), and Sitecore Experience Awards (Honourable Mention Award), further solidifying the legacy and credibility of Switch’s services.
After the successful launch of Frasers Property Australia's corporate site, FPA and Switch have collaboratively developed a roadmap for future implementations, integrating new digital features.
As a testament to this partnership, Switch has been entrusted with the redesign and rebuild of all 15 residential websites under FPA's umbrella. In my role as the primary UX/UI Designer, I led the redesign process from discovery to the creation of final visual designs for the residential websites.
SOLUTION
Key features
1. Advanced Search Widget
To provide users with more precise control over their search criteria allowing them to find relevant properties more quickly and easily. The incorporation of the advanced search widget and new filters has enhanced and personalised search functionality.
2. Categorised Property Listing
To highlight each property in the most visually appealing way whilst providing easy-to-use and intuitive filters to enable superior search functionality. This features has elevated the presentation of properties, highlighting the quality of Frasers Property Australia’s projects and streamlined search experience.
3. Sitewide Search Functionality
A search widget to allow users to perform a sitewide search to easily search, filter and find the right property and information they are looking for and deliver a more intuitive and tailored browsing experience.
4. Property Highlights
A visually appealing, editorial-style component featuring high-quality imagery to highlight the bespoke nature and wide breadth of Frasers Property Australia’s projects.
5. Status Tracker and Timeline
To provide a highly visual and intuitive tool for users to track their property status and highlight their individual roadmap to achieving sustainability goals.
6. Digital Magazine and Brochure
To highlight the latest articles and news in Frasers Property Australia's Live Proud magazine focused on residential first home buyers to nurture a strong sense of community and foster long-lasting relationships.
7. Integration with Social Media APIs
To showcase a direct feed of Frasers Property Australia's social media platforms to convey company brand identity, highlight valuable content to users and increase user interaction with the brand.
8. Bespoke Photography Gallery
Intelligent design and display of the breadth of properties showcasing various interior and exterior features to provide users with a sense of what it is to be a part of the Frasers Property community.
100 year anniverary component
MINI-PROJECT
To celebrate Frasers Property Australia's rich history, I had an opportunity to design an interactive 100-year anniversary component, guiding users through key milestones and iconic projects that shaped the company's identity. Through immersive storytelling and engaging multimedia, such as animated milestones and video, it conveys Frasers Property's brand story and commitment to creating vibrant communities. This interactive experience captures the essence of Frasers Property's legacy while reinforcing its lasting impact on creating thriving neighbourhoods.
Design process
-
![]()
Discovery
During the Discovery phase, the UX Team has conducted in-depth qualitative research with Frasers Property Australia’s customers and stakeholders, including user testing of the site’s current state, interviews, surveys and multiple workshops with stakeholders to identify target Personas, use cases and user needs and tasks, and business objectives.
-
![]()
Wireframing & Prototyping
During this phase, 18 low and mid-fidelity wireframes were created based on the findings from the Discovery activities to conceptualise and visualise the page layouts, structure and functionality, and gather early feedback to allow for rapid iteration and refinement.
-
![]()
Visual Design
During the visual design phase, I crafted 50+ reusable components, following a component-led approach and aligning with client brand guidelines, UX and visual design principles, and accessibility standards. This streamlined our process, ensuring design consistency and scalability, while also empowering content managers with increased flexibility. Additionally, I created 20 reusable templates for consistent content organisation.
-
![]()
User Testing
In collaboration with the client, we conducted 16 remote user testing sessions using the Userbrain platform to gather feedback on the Property search format, testing four listing layouts. My role involved preparing user tasks, analyzing results, and making improvement recommendations. Users preferred filters shown and expanded by default, along with large property listing cards. To enhance the experience, I suggested adding property counts next to filters.
-
![]()
Design System
While crafting visual designs, I managed a Design System, which housed design tokens, guidelines, and principles for our user interface. This system included rules for layout, typography, color, iconography, and other design elements. Implementing this Design System improved consistency across pages, aligned with brand guidelines, and supported scalability. It was regularly updated to accommodate project growth and new features.
Results
A beautifully designed website delivering a cohesive digital experience
Since the launch of the new Frasers Property Australia corporate website, we've received overwhelmingly positive feedback from both stakeholders and users. This project has won multiple prestigious and internationally recognized design and experience awards.
Key takeaways
Consider various use cases to cater to different personas. Considering the unique needs of each persona helps to determine the relevant user flows and necessary component variations essential for optimising user experience across diverse audiences. This approach not only enhances user satisfaction but also offers greater flexibility to our client.
Create a strategic plan to launch MVP and address out-of-scope requests and enhancements to maintain focus on efficiently delivering core features on time while ensuring adherence to budget constraints.
Involve the client's senior stakeholders early in the project to ensure alignment of goals and secure their buy-in from the start. This minimises iterations and last-minute changes, streamlines approval processes for designs and features, and helps meet project deadlines effectively.
Don’t stop user testing after launching the product. User experience design is an ongoing iterative process, so continuous user testing is crucial to keep refining and improving the product based on real user feedback, ensuring it meets evolving user needs and adheres to best practices.
Update the Design System and UI Kit continuously as you go to maintain consistency, adaptability and efficiency in design and development processes. By ensuring all design elements remain cohesive and relevant, teams can efficiently address changing requirements, improve overall product quality and scale the product effectively.
Client testimonials
“Working with Nadia has been an absolute pleasure. From the very beginning, it was evident that she takes immense care and pride in her work. This dedication not only instilled complete trust in Nadia but also ensured the flawless delivery of high-quality work.
She invested a significant amount of time to deeply understand our business and the needs of our customers. This level of understanding allowed Nadia to consistently hit the mark with UX designs and create visually beautiful and user-friendly designs every time. In fact, we have even received recognition through several design awards, which is a true testament to Nadia's work.”
~ Lisa Reed, Digital Director, Frasers Property Australia
More projects
Frasers Property Australia Residential websites redesign & rebuild
Research | UX/UI Design | Design System
Tony’s Tyres website redesign
UX/UI Design | Design System
Lube Mobile website redesign
Research | UX/UI Design | Design System