Property Card Redesign

Led Sykes’ mobile search property card redesign, driving a 4% conversion uplift

Role

UX Designer

Squad

PO | Lead Developer | 2 Developers

Tools

Figma | UserZoom | Contentsquare

Duration

8 weeks

Background

Sykes Holiday Cottages offers over 21,000 properties across the UK & Ireland. However, research revealed users struggled to find and compare key information on mobile property cards, making their holiday home search overwhelming and time-consuming.

Hypothesis

We believed that reducing visual complexity and improving information hierarchy in mobile property cards would help users find and compare key details more efficiently, leading to increased conversion rates.

Previous control design

Competitor Analysis

To identify best practices and industry standards, I analysed property cards across direct competitors (Airbnb, Booking.com) and other travel brands.

Key insights

  • Limited use of call-to-action buttons.

  • Minimalist design, emphasising key elements.

  • Clear typography for improved readability.

  • Swipeable imagery for easy comparison.

Wireframing

  1. Wireframed potential solutions to improve visual hierarchy and reduce cognitive load, following minimalist design principles.

  2. Mocked up both best and worst-case scenarios for each concept to ensure a comprehensive evaluation.

  3. Gathered dot votes and feedback to narrow down solutions.

Early concepts

User Testing

Conducted a between-subjects study to validate new designs:

  • Compared two new property card design variants against the control (100 participants per design)

  • Click tests measured success rates and time on task for locating property card information

  • Integrated survey captured qualitative insights

Findings

  • Both new designs outperformed existing control design, with users locating key property card information more efficiently

  • Users expressed highest confidence with Design A and strongly preferred its swipeable imagery feature

“The info is displayed in a digestible manner, the size is good and the colours make it easy on the eye.”

-Participant (Design A), 2024

Final Design

Based on research findings, I moved Design A forward for implementation, featuring:

  • Improved hierarchy of key property details.

  • Refined colours and typography.

  • Increased card spacing to reduce visual clutter.

  • Introduced swipeable property images.

  • Removed unneeded primary button.

New design

Control

Impact

↑ 4% conversion uplift

+ 145 bookings during experiment

↓ 89 to 85s time on search

↑ 345% increase in image scrolling

Next Steps

  1. Desktop and tablet property card redesigns are ready to be tested.

  2. Exclusion tests on mobile property cards to move towards a further streamlined layout.

Control

Experiment

Next

Checkout CRO