Ciudad Cayalá - Guatemala
Transforming Cayalá’s Website into A Strategic Real Estate Business Instrument
Recently, Ciudad Cayalá—a mixed-use development project in Guatemala City offering a unique blend of modernity and nature—requested a website redesign. However, a closer examination of their business goals and target audience revealed that more impactful solutions should be applied.
After deep research, we pinpointed Cayalá’s areas for improvement and provided an introductory pipeline to take their digital presence to the next level.
We proposed a comprehensive digital strategy that goes beyond a simple website redesign. Our approach includes splitting the existing website into three main sections: one for tenants, one for visitors, and one for business owners.
To truly showcase the website's appeal, it needs to emphasize all its strengths. Cayalá represents luxury in real estate, setting high standards that naturally create expectations of excellence among its clientele. Therefore, the website must reflect the brand's prestige and meet its clients' practical needs.
Achieving a user-centric experience through interviews
Ciudad Cayalá has 3 primary client segments:
- - Potential apartment buyers
- — Tourists looking for recreational activities in the area
- — Business owners
By gaining insights into user needs, motivations, and pain points, we tailored Cayalá’s digital presence to resonate effectively with the target audience, ensuring a satisfying user experience.
We interviewed Cayalá’s three client segments to assess their interactions with the previous website. Our findings pinpointed navigation challenges and other usability issues.
Rethinking the buyer’s journey on Cayalá’s website
Initially, Ciudad Cayalá identified their main customers as Western Europeans and Americans, but there was a missing piece: language.
To dig deeper, we conducted a series of interviews and discovered that the majority of their audience didn’t speak Spanish. That is why we introduced an English version of the website, filling a crucial gap in reaching and serving Cayalá's key target customers.
One of Cayalá’s core objectives as a mixed-use development is to drive real estate sales. To support this, the website has been strategically redesigned to guide potential clients through sales materials.
Customers can now easily explore Cayalá’s offerings online and complete a form to help Ciudad Cayalá identify their needs and match them with the ideal apartment. This redesign has greatly improved the website’s effectiveness as a sales tool.
Cayalá as an attraction: tourists and businesses
A design that speaks Cayalá’s language
To effectively relay Ciudad Cayalá's positioning, the design palette we chose for the website draws inspiration from nature, featuring hues like spring sky, ivory, redwood, coniferous forest, and charcoal. These sophisticated colors reflect the project's connection to nature, offering comfort similar to high-end architecture while exuding modernity through vibrant tones, unfolding a narrative that introduces the city’s essence, from lofty ideals to tangible offerings.
To tie the UI together, we added elements inspired by Guatemala’s national flower, “La Monja Blanca,” otherwise known as the White Nun Orchid. It’s characterized by its pristine white flowers and its blossoms that are intricately detailed with ruffled edges, giving them an elegant and delicate appearance.
