New version of the Estadão Imóveis website, a sub-product of the Estadão group. The goal: redesign the news portal experience for the real estate market.
With an outdated version in terms of design and functionality, the product owners of the Imóveis project reached out for a full portal redesign. The idea was to modernize the layout and incorporate new features, going beyond a news portal.
Situation
In 2023, the site lacked a modern identity with contemporary interactions, and was outdated in functionality. We had to move from "just reading news" to a richer experience.
Task & action
Features. References. NPS research. End-to-end mobile and desktop redesign, in partnership with the SEO team and developers.
Results
The main change was developing webstories, which led to substantial organic traffic growth. A modern format, similar to Instagram stories, became the site's main organic growth driver.
23%
of total annual traffic from this new webstory format.
880k
impressions from 33k organic clicks.
