Rio, Brazil --:--:--

Estadão Imóveis

Redesign

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.

Estadão Imóveis — hero

Project overview

With an outdated version in terms of design and functionality, the product owners of the Imóveis project reached out for a full portal redesign.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

Outdated portal in functionality and interface

In 2023, the site lacked a modern identity with contemporary interactions, and was outdated in functionality.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

Gap analysis with product owners and full redesign

Features. References. NPS research. End-to-end mobile and desktop redesign, in partnership with the SEO team and developers.

Results

New formats, featured publications and organic traffic growth

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.

Estadão Imóveis — detalhe 01
Estadão Imóveis — detalhe 02
Estadão Imóveis — Layout completo (mobile)
Estadão Imóveis — Layout completo (desktop)