The world’s finest properties

Optimizing the listing design and experience for more quality leads.

Project description

JamesEdition, the global luxury marketplace, needed to optimize the listing experience to generate more high-quality leads for sellers (one of the company’s most critical success metrics). As the only designer on the team, I took ownership of several experiments aimed at improving how users engaged with property listings.

JamesEdition, the global luxury marketplace, needed to optimize the listing experience to generate more high-quality leads for sellers (one of the most critical success metrics). As the only designer on the team, I took ownership of several experiments aimed at improving how users engaged with listings.

Problem

The challenge: reimagine the listing flow to better guide potential buyers into conversations with sellers.

Buyers often landed on a property listing but dropped off without taking meaningful action. The experience lacked strong entry points for engagement, and sellers weren’t receiving enough qualified leads. The challenge: reimagine the listing flow to guide potential buyers into sellers.

The challenge: reimagine the listing flow to better guide potential buyers into conversations with sellers.

Company

JamesEdition

Scope

Growth & product design

Team

Cross-functional collaboration with product mangers and devs

Cross-functional collaboration with Product Mangers
and Devs

01. Shaping the experience

I collaborated closely with product managers and engineers, but with full ownership of design, I defined the initiatives end to end from concept to delivery. My approach was to design lightweight, testable experiments that could quickly validate which improvements actually drove engagement and lead generation.

We worked in one-week sprints, where each cycle focused on delivering a new functionality or iterating on the previous launch based on results. In some cases, we extended to a second week to allow more thorough data analysis before making the next decision.

This rhythm kept the pace fast while ensuring each experiment was grounded in evidence rather than assumptions.

I collaborated with a cross-functional team
of engineers, a product manager and another designer to bring this experience to life.

My role focused on framing and leading the design approach, defining user needs, and shaping how PLUS could naturally fit within the Domestika ecosystem.

Given Domestika’s scale (millions of daily users) the challenge was to introduce a subscription model without disrupting established flows. I relied on available data, insights from customer support, and lightweight prototypes to validate concepts with users.

02. Opportunity

For sellers, more leads meant more value from JamesEdition.
For buyers, a smoother, more intuitive listing experience meant higher trust and lower friction.

Through interviews, analytics, and iteration, I identified that buyers needed clearer ways to connect with sellers, more relevant options surfaced at the right moments, and a richer visual experience to reduce drop-offs and encourage deeper exploration of the listings.

To uncover these insights, I combined quantitative data with Hotjar session recordings to observe real user behavior, and I ran competitor analysis to spot patterns and opportunities we could adapt for JamesEdition’s context.

03. Design solutions

I ran several targeted experiments, each addressing a key gap in the buyer and seller flow.

The first one it was about requesting the exact location of a property.

Buyers often hesitated because listings didn’t always show precise locations. I introduced an entry point on the map where buyers could directly request the exact location, creating both transparency and a natural starting point for conversations with sellers.

A key feature was the creation of a similar listings block.

Many users bounced after viewing just one property.
I designed a block showcasing related listings from the same seller or region. This encouraged exploration and kept buyers engaged longer, ultimately increasing exposure for sellers.

A key feature was the creation of a similar listings block.

Many users bounced after viewing just one property. I designed a block showcasing related listings from the same seller or region. This encouraged exploration and kept buyers engaged longer, ultimately increasing exposure for sellers.

Among the experiments, the photo grid redesign created

a especially impact.

The photo gallery was underutilized above the fold.
I redesigned the grid to display more visual information upfront, helping buyers get a stronger sense of the property immediately and motivating them to continue exploring.

Among the experiments, the photo grid redesign created a special impact.

The photo gallery was underutilized above the fold. I redesigned the grid to display more visual information upfront, helping buyers get a stronger sense of the property immediately and motivating them to continue exploring.

Predefined contact options became a cornerstone of leads.

To reduce hesitation and make intent clearer, I designed structured get in touch actions where buyers could request a tour, ask a question, request a callback, or send a general inquiry.

This clarity gave sellers better quality leads while lowering friction for buyers.

One of the most influential changes was the notify

me on price project.

A small but powerful trigger. By allowing buyers to subscribe to price updates, we brought them back into the funnel while also adding properties to their favorites.

For non-registered users, it created a natural path into soft registration, further growing the lead pool.

04. Results

These implementations significantly improved the listing experience and strengthened JamesEdition’s lead generation engine.

Sellers reported a steady rise in qualified leads, with overall lead submissions increasing by double digits within the first months of rollout.

Buyer engagement also improved as users viewed 20–30% more listings per session, showing that features like similar listings and the redesigned photo grid encouraged deeper exploration.

The notify me on price change feature alone became a top driver of return visits, with more than 40% of users who clicked it coming back to the platform within a week. Beyond the numbers, sellers highlighted the higher quality of conversations sparked through predefined contact options, which clarified buyer intent from the start.

For me, leading these initiatives as the sole designer meant owning the process from research to delivery. Each experiment validated how thoughtful design could reduce friction, grow engagement, and directly contribute to JamesEdition’s core metric: more qualified leads for sellers.