TATIANA CHILCOVSKY
Building a Digital Infrastructure For The World’s Biggest Commercial Real-Estate Firm
In 2020, Code and Theory partnered with CBRE, the world's largest commercial real-estate company, to revolutionize their online presence and create a digitally native platform. The goal was to overcome the industry's traditional analog approach and offer a seamless, visually appealing, and user-friendly experience. I was the lead Experience Strategist, creating the end-to-end site requirements, including all templates, components, and site maps, then overseeing execution through visual design and engineering.
Extensive research and exploration uncovered a valuable yet obscured ecosystem within CBRE. The primary challenge was dispelling the misconception that CBRE was solely about brokers and real-estate listings. In reality, CBRE offered a wide range of services to building managers and occupiers, making up a significant part of its value proposition. To address this, the sitemap was restructured to emphasize and promote these services, transforming the way the company conducted its business.
To address the challenge of showcasing the full spectrum of CBRE's services, the website redesign delved into extensive research and exploration. The team discovered an untapped ecosystem of hidden value, realizing that many visitors didn't fully grasp the breadth of CBRE's offerings beyond brokers and real-estate listings. Therefore, the sitemap was re-architected to prominently highlight the value propositions for both building managers and building occupiers, resulting in a fundamental shift in the way the company does business.
One of the key highlights of the website redesign was the implementation of interactive way-finding features. These tools empowered users to translate their broad real-estate needs into personalized recommendations, enhancing the overall user experience. By engaging visitors in a more interactive manner, CBRE successfully bridged the gap between their offerings and the specific requirements of potential customers.
The visual design and user interface decisions were thoughtfully crafted to create a seamless and visually engaging experience for users. The website's design prioritized clarity, ease of navigation, and intuitive interactions to ensure that visitors could easily access the information they needed without any confusion.
CBRE's website redesign marked a significant shift in the commercial real-estate industry, embracing digital transformation while prioritizing user experience, clarity, and interactive tools to better showcase the company's vast range of services and ultimately drive business growth.
