Builder insights
New feature to reduce homebuyer risk
Team
My role / Sole UI/UX designer, researcher
Timeline
3 - 4 weeks, 2024
Platforms
Mobile: 99acres m-site, Android app, ios app
On our detail pages, 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.
Impact
%+
Direct conversion
Which buyers are we designing for?
End-users
People who plan to live in this house
Investors
People who are planning to sell this property soon and exit
What are under construction projects & why do buyers want them?
Homebuyers don’t trust builders
Especially when buying new launch and under construction homes
Key reasons
Industry gap
Where do users go for builder information currently?
Family & friends, Google, Mouthshut, Quora, Youtube
Gaps in these sources
Lack of information
Lack of credibility
Biased or paid sources
Fragmented information
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
New widget
on the core product detail page
2
New builder pages
Insights & overview page + Project cards for insights
New insights pages
Touchpoint #1 on society page
Space constraints. Keep copy insightful & short.
Too much data. Give users an overview about the builder & help them dive deeper
Ensure transparency. Keep sources clear.
Bring visual anchoring. Info structure, typography & icons
Wireframes
Final widget
Touchpoint #2: Pages with in-depth insights
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.
Scope for multi-media content: 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.
