The Search for the Right Home
Consuelo de la Vega is a premium real estate agency based in Bogotá, Colombia. The client aimed to serve the luxury market by enhancing user experience, particularly by streamlining the process of scheduling appointments with agents.
Client: Consuelo de la Vega
Format: Website
With: Paperplane.co
Live Site: www.consuelodelavega.com
Year: 2023
The Colomban Real State Market
Consuelo de La Vega is a known name within the high-end real estate industry, but primarily through word of mouth. The goal was to create a digital footprint that would mainstream business and open new opportunities for other enterprises.
hat accommodated different content types. This approach enabled smooth transitions between categories and case studies while offering the client flexibility to showcase new work—without the need for a dedicated “new” section, which they wanted to avoid due to longer project timelines.
The Approach
Consuelo de la Vega’s value proposition was to design a real estate website that captured the lifestyle and expectations of high-end buyers, with a focus on the following key elements:
Listings of a Specific Price Range
Elevated Visual Aesthetics
Make listings relevant to user needs
Working closely with Consuelo's Sales and Marketing Team, we evaluated the value proposition to identify key aspects that might guide the design process. This included SWOT analysis, as well as competitive analysis and trend research
Strengths
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Trained the agent team to better understand and connect with the target market
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Strengthened the company’s reputation for offering high-quality homes
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Curated an exclusive selection of premium apartments
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Expanded the portfolio to include a diverse range of property types
Opportunities
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The target audience is tech-savvy and highly engaged online
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An increasing number of families are entering the homeownership market
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Opportunity to introduce rental property offerings
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Potential to showcase early-stage real estate developments
Weaknesess
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Discovery was primarily driven by word of mouth
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No digital infrastructure to amplify social media efforts
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Listings were fragmented and geographically siloed
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Users often bypassed agents by contacting sellers directly through online listings
Threats
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Emerging competitors are entering the market
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Evolving trends are reshaping buyer expectations
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Growing need for resilience in the face of digital-first real estate discovery
Defining
Priorities
We conducted a card sorting exercise to uncover the values users prioritize when searching for a home. In collaboration with the client’s sales team, we worked with 20 prospective buyers and used Google Forms to categorize and rank key listing features. The survey played a crucial role in shaping the website’s structure—it provided clear guidance on how properties should be displayed and discovered. At times, the client was set on including specific details, like recreational areas, and we were able to reference the user research to validate or realign those decisions based on actual user priorities.
Variables
Results
Location, Location, Location
Since location ranked as the most important factor in our research, we gave it a central role in the experience. We found that users preferred visually exploring neighborhoods through maps rather than relying on written addresses. As a result, the map became a primary tool for filtering and discovering listings by location.
Designing the
Preview
Defining the Visual Hierarchy of Key Values
Guided by the survey results, we explored multiple design directions to help users quickly absorb key information about each listing. We tested both graphic and typographic approaches, consistently prioritizing the three top-ranked elements: images, location, and price. To emphasize these, we used subtle animations to highlight overlay actions, increasing the size of the listing name and price. Secondary details—such as square footage, number of bedrooms, bathrooms, and garage spaces—were placed in a persistent bottom bar within each listing thumbnail for easy reference without overwhelming the layout.
Smart Filtering
To design an intuitive filtering experience, we revisited our card sorting survey and used the results to prioritize the most important variables. The top eight filters were placed prominently on the main toolbar, while secondary options were grouped under a “More Filters” tab. This approach kept the interface clean and uncluttered, allowing users to focus on the map and listing thumbnails without distraction.
Responsive Design
Enabling Seamless Search On the Go
Consuelo de la Vega’s audience is tech-savvy, with many users relying on mobile devices to search for properties. It was essential that the platform be fully responsive across phones, tablets, and other devices. Beyond buyers, real estate agents also needed quick access to listings and key details while on the move.
