Builder insights
New feature to reduce homebuyer risk
My role
Sole UI/UX designer
Timeline
3 - 4 weeks
Impact
10% CTR on the new widget
On par with best performing sections on the page
On the society detail page, many buyers hesitate to drop interest because they aren't sure about the credibility of the builder. Research showed that a builder’s track record was one of the biggest factors in deciding whether to visit a society. To solve this, we designed a Builder Insights widget that highlights key information such as years in business, number of projects delivered, delivery timelines, construction quality & price appreciation. We've tried to make the design easy to scan at a glance, helping buyers feel more confident and make decisions faster, while also building transparency on the platform.
Which buyers are we designing for?
Primary
End users
People who plan to live in this house
SECONDARY
Investors
People who are planning to sell this property soon and exit
Homebuyers don’t trust builders.
Especially when buying new launch and under construction homes.
Industry gap
Where do users go for builder information currently?
Friends & family
Gaps in these sources
1
Opportunity
Deliver reliable, unbiased builder information to empower buyers in their decision-making process.
Scope of project
Touch points
For phase 1, I had to design 2 main things:
1
2
New builder pages
Insights & overview page + Project cards for insights
Design considerations
Red flag moment
Call out after first presentation: Anticipation of lash back from builders & brokers, our customers
→
→
Business apprehensions
What we decided:
Refrain from making judgements and claims about the builder, as the platform can seem biased
Advertisers would be unhappy about the negative aspects being highlight & could pull back from platform completely
Give objective & verifiable facts to maintain neutrality.
Eg. Remove builder score, “low risk builder” , “Trustworthy builder” in above wireframes
Show negative information but don’t emphasise it OR hide it. But let Gold shine as Gold
If we had good adoption from buyers, we could consider the risk of adding a builder score to help user make quicker decisions & compare builders easily.
Final widget
Builder pages
Pages with in-depth insights
Design considerations
Provide a clear overview of each parameter
Let users explore details & dive deeper as per their need
Tailor it to content/insight consumption rather than project browsing
Although the amount of information may seem overwhelming, our user research showed that buyers seek detailed insights in the last leg of their journey as it is the biggest investment of their lives. They prefer to be thorough than just get a high level sense.
Page architecture
In-depth insights for all of builders' projects
Card Architecture
The cards were designed to prioritise content consumption rather than project browsing.
Project details
De-emphasised as they have referential value on this page.
Modular Insight Component
Additional details about the parameter the user is consuming.
Prototype
Updated UI
As of Aug 2025
Reflection
Improvements
Navigation: In the detailed project view, there are issues with discovering different topics once you are inside the builder page.
Widget on society page: Getting text heavy, will have to look at alternative scannable patterns as information increases (anticipated)
Further summarisation needed: Real estate as a domain is extremely information heavy, there are a lot of checks that buyers need to make sure about. We can start creating videos around builder credibility, prompt based answers, etc. & educating users quicker as well. With AI, this whole product can take a different shape altogether.
my experience
Getting closure on this project was a major win, which was done through the simplest presentation. There was a lot of noise around this project regarding risks because builders constitute a large part of our revenue. However, by learning through a series of discussions & showing proof of iterations and divergent thinking, we were able to close on a "present best" solution.
Received appreciation for visual design of the builder pages, despite the constraints of an outdated design system.