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ERA.pt Website Redesign

Project Overview:
Design explorations, stakeholder interviews, UX analysis, UI redesign, QA follow-up

Services

UX/UI Design

Client

ERA Imóbiliária

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ERA.pt

Project Summary
 

As the lead UX/UI designer on the ERA.pt redesign, my responsibility encompassed the full UX lifecycle — from initial stakeholder alignment to QA validation of the implemented solution. The core challenge was to understand and redesign the homepage and search experience, particularly addressing user drop-off behavior identified in analytics.
 

ERA is a leading real estate brand in Portugal. However, the homepage was functioning less as a gateway and more as an exit point in the user journey — particularly on mobile. Our goal was to identify why users were not navigating further and implement UI/UX improvements that better guided them into conversion paths (search, contact forms, etc.).

Process Highlights
 

Stakeholder Alignment & Research:
 

  • Conducted interviews and working sessions with:

  • ERA CEO, Marketing, SEO specialists, Backend and Frontend PMs (ERA & Deloitte)

  • UX Researcher and DevOps team

  • Synthesized business and tech constraints early, ensuring alignment across teams

UX Research & Findings
 

Deep-dive into behavior with:
 

  • Audience Listening (search trends, brand perception)

  • Web Analytics (Google Analytics – device behavior, entry/exit pages)

  • Hotjar Heatmaps for desktop and mobile

  • Key discovery: Majority of users relied on the homepage search bar rather than traditional navigation. Indicating a mismatch between expected user behavior and site structure

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Key Insights from Research
 

  • Homepage is a major landing page and high-traffic exit point

  • Average time on homepage: 44 seconds only

  • High click density on the search bar and property filter buttons (desktop and mobile)

  • 50% of users do not scroll beyond the fold

  • Mobile users had lower engagement despite higher traffic volume

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UX/UI Design Solutions
 

  • Redesigned the homepage layout to prioritize the search flow and reduce friction

  • Introduced more clear entry points to key sections (buy, rent, sell)

  • Improved mobile usability, focusing on filter accessibility and tappable areas

  • Simplified navigation structure to align with observed user paths

  • Created design tokens and modular components adaptable to ERA brand guidelines

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Technical & QA Involvement
 

  • Project was managed in Azure DevOps, where I participated in all sprints and grooming sessions

  • Maintained close collaboration with Deloitte's development team and ERA’s PMs

  • Actively participated in QA and validation stages, ensuring visual and functional accuracy

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Outcome

  • Redesigned UI now better supports user behavior by:

  • Elevating the search feature to a central UX role

  • Reducing homepage bounce rate

  • Improving time-on-page for mobile users

  • Improved alignment between user expectations and content architecture

  • The final product successfully respects ERA’s strong brand recognition while optimizing the conversion funnel for property search and engagement

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