Baja Land Developers

Project Overview

Redesigned the website for Baja Land Developers to enhance usability, improve property filtering, and increase user inquiries

My Role

UX Researcher | Creative Designer

Timeline

3 weeks

Tools

Problem Statement

Individuals seeking property in Mexico face a lack of comprehensive online resources, highlighting the demand for transparent and easily accessible real estate services

My Role

As part of a team of six designers, we collaborated to enhance and strengthen Baja Land Developers' brand identity and better align it with their target market. My role as a UX researcher involved conducting user interviews, surveys, and competitive analysis, identifying key pain points such as confusing navigation and lack of property filters. Based on this data, I proposed a more intuitive design with a better filtering system and visual map layout.

Defining Our Users

Personas

Our research led us to create the following Proto Persona. We believed that someone with a family and adventurous spirit would be the ideal candidate who would benefit from this service.

Surveys & Interviews

User Surveys

We sent out a survey to friends, family, and coworkers through social media and Google surveys.

User Interviews

From the interviews, online guests found the current websites to be difficult to use and asked for an updated one that would bring more credibility to the website for those that couldn’t make in-person viewings.

Interview 1

Found the online experience to be inadequate, noticed many websites are out of date, and had a hard time.

Would love a better/trustworthy website

Interview 2

Discovered the online experience to be helpful but overall quite faulty

Although this person always wants to see property before buying, a better website would speed this up!

Interview 3

Felt that the websites were reputable, and easy to follow

Being close to the border was vital so the family could easily visit

Competitor Analysis

SWOT Analysis

Secondary Research

One of the main risks associated with owning a vacation home in Mexico is the potential for theft or other criminal activity

Although this is significantly more affordable than buying a home in the United States, it’s important to note that prices are beginning to rise as the Mexican economy grows and improves

For Non-Nationals (only), Mexico applies a capital gains tax on residential property of 25% on the gross sales value of the transaction without any deductions OR about 35% on the value of the gain.

User Interface Analysis

We audited the website and reflected on creating one that is professional and displays trust. Our goal was to create a platform that communicates clearly, engages effectively, and provides a powerful online presence to our users

Ideation

Affinity Diagram

We analyzed interview insights, revealing that users prioritize professional, modern, and easy-to-navigate website-key factors for Americans considering buying in Baja

MoSCoW Method

Must: An educational page
Should: A filter button to narrow down the search for a lot
Could: An income calculator to help users estimate the potential return on investment

Information Architecture

Site Map

We organized our menu options and where the content would go for a better user flow. We then used a hierarchy to better guide our person through the main information needed to purchase a property and have access to resources after making the purchase.

User Flow

We focused on the checkout process where we wanted to make sure our person could pick which property was wanted, reserve an appointment, and pay the down payment if the person was ready to reserve the lot.