Background
As India's commercial capital and home to some of its most luxurious real estate, Mumbai's realty sector has always been a fiercely competitive one, featuring premium properties with some of the highest price tags in the world. Orbit Corporation Limited (OCL) is one of the most recognized and sought after developers in this space. With an impressive line-up of projects, mostly at prominent downtown locations such as Napeansea Road and Lower Parel, the Orbit brand is a prominent player and ranks among Mumbai's top ten premium realty developers by market value. With big plans for the future and a desire to firmly establish its brand online, Orbit Corporation seeks a digital partner to help revamp its online presence and to raise the bar digitally.
The Challenge
Orbit's premium properties and upper crust, high networth clientele made it a niche player in Mumbai's realty sector – an aspect that was required to be clearly established online. For Flip Media, the challenge was to understand ground realities of this niche business segment, to accurately analyze the behaviour and preferences of target audiences and to define the role of the online medium in Orbit's overall business communication plan.
The Solution
Understanding the brand:
Flip made an in-depth study of the brand's attributes in order to establish the 'brand personality'. Through discussions with key personnel of various departments at OCL, we identified the role of the website based on OCL's business practices, target audiences, and future plans and expectations. The analysis and discussions helped us put together critical aspects of the website, such as Information Architecture, user journeys, tone of voice, and look and feel.
Prioritizing content:
It was important to present upfront, primary information about the company and the brand. A content audit for Orbit's former website helped Flip's content team to prioritize content for the new site. Our audit revealed that brand perception received highest priority, followed by project details, investor relations and secondary information.
UX and User journeys:
Flip's UX team created personas of target audiences to study their behaviour and expectations from the new website. We simulated typical user journeys of these personas, ensuring each journey was focused, involving and engaging.
Turning data into business:
Certain aspects of the website were required to work in tandem with business operations – for example, communicate online business leads to the sales team and acknowledge the sender's inquiry through a Flip-developed highly customized notification mailer, provide the capability to promptly respond to investor queries and corporate inquiries, an investor satisfaction survey, enable different OCL departments to independently manage their data and directly communicate with visitors. Flip customized its Navisite CMS to accommodate and streamline these and several other critical business and data requirements, creating a single easy-to-use tool to manage the website.
Creating the look:
In addition to reflecting Orbit's brand guidelines, our designs emulate some of OCL's best offline communication in recent times. The main objective was to showcase Orbit's world class and award-wining realty projects in their full glory through innovative design bringing alive the individuality of each project on the website through various elements, from navigation menus to widgets to spotlights and sidebars.
The Result
The end result is a simple, stylish and scalable website (www.orbitcorp.com) that digitally captures the essence of a truly upper crust brand to bring some of Mumbai's finest residential addresses online.
