DMCI Homes
Industry: Real Estate
DMCI is one of the Philippines’ largest real estate developers. DMCI engaged our team to design and deliver an integrated digital platform to support sales operations, lead management, and property bookings while providing actionable analytics for both marketing and operations.
CHALLENGES
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Large, complex scope across multiple systems: online booking, lead management, custom CMS for property content, and a bespoke analytics/dashboard system.
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Multiple stakeholder groups with different needs: sales agents, marketing, property managers, and department heads.
MY ROLE
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UX Designer: led research, interaction design, wireframes, and high-fidelity prototypes; created reusable component patterns for UI consistency.
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Project Manager: coordinated sprints, stakeholder communication, release planning, and cross-functional delivery with engineering and QA.
APPROACH
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Stakeholder alignment: facilitated early workshops with executives, sales, marketing, and operations to define business goals, success metrics, and user priorities.
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User research: conducted interviews and contextual sessions with sales agents and prospective buyers to map user journeys and pain points.
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Competitive analysis: benchmarked local and regional real-estate platforms to identify best practices for booking flows, lead nurturing, and dashboard UX.
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Incremental delivery: prioritized features into MVP and subsequent sprint releases—delivering booking and lead routing first, then CMS and analytics.
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Component-led design: built a reusable component library to accelerate development and ensure consistent UI/UX across modules.
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Continuous client collaboration: weekly demos, sprint reviews, and an open feedback loop to iterate quickly and reduce rework.
DESIGN HIGHLIGHTS
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A corporate site that showcased their real estate projects, their features, unit types, pricing and construction progress.
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Simplified booking flow with progressive disclosure to reduce form abandonment.
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Unified lead card that aggregates source, interaction history, and recommended next actions for agents.
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Role-based dashboards: quick KPI tiles for agents, deeper cohort analytics for marketing, and pipeline views for sales managers.
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CMS workflows tailored to non-technical content owners, enabling faster property listing updates and approvals.
RESULT
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Increased agent efficiency: faster lead handling and streamlined booking reduced average lead-to-contact time and repetitive admin work.
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Improved site performance and conversions: optimized booking flows and clearer CTAs led to higher conversion rates and more completed bookings.
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Better decision-making: custom analytics enabled marketing and sales to identify high-performing channels and prioritize campaigns more effectively.
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Operational gains: content updates became faster and more consistent through the CMS, improving time-to-market for new inventory.
