WEB DESIGN
UX Result
The final design delivered a compelling digital identity, combining high-end aesthetics with user-focused clarity. The website positioned Apropos as a confident new player in the proptech space, highlighting its key features through clean layouts, targeted messaging, and subtle interactivity.
Project Context
DJ Alexander, an established name in UK property services, launched Apropos to disrupt the market with a fully digital property management solution. The website needed to act as the brand’s launchpad—educating users, building credibility, and driving early sign-ups from landlords.
Identifying Challenges
Complexity of New Concept: Apropos introduced a completely digital model to a sector still largely reliant on traditional estate agencies. The design had to make this concept easy to understand.
Conservative Audience: Many landlords were hesitant to switch to tech-driven services, requiring a design language that felt reassuring, not disruptive.
Content Structure: With multiple service benefits to explain, the challenge was to present dense information in a clear and engaging way without overwhelming the user.
Brand Launch from Scratch: With no pre-existing visual identity, the website needed to define the tone, look, and voice of Apropos from the ground up.
Setting Objectives
Establish Trust and Authority: Build immediate credibility with users unfamiliar with the brand.
Clearly Communicate Value Proposition: Highlight what sets Apropos apart—efficiency, transparency, and full-service digital management.
Drive Registrations and Demos: Create a smooth flow toward conversion actions for early adopters.
Design for Scalability: Lay the foundation for future product pages, knowledge base articles, and landlord onboarding.
Research & Insights
Stakeholder Interviews: Helped define what made Apropos different—complete transparency, digital access, and professional compliance baked into the service.
Market Analysis: Identified that competitors either lacked transparency or were visually outdated, helping inform a bold yet minimal design strategy.
User Personas: Created for key target groups: independent landlords with 1–5 properties, and portfolio landlords seeking a hands-off solution with oversight.
Design Process
1. Discovery & Strategy
I worked with internal stakeholders to define the brand’s core messages and user priorities. We outlined the ideal first impression for potential landlords—clarity, professionalism, and ease of use.
2. Structure & Wireframing
Created a modular layout that could grow with the brand, starting from key sections like: “Why Apropos?”, “How it works”, “Key Features”, and “About the Team”. Emphasis was placed on fast scannability and mobile responsiveness.
3. Visual Identity & UI Design
We developed a clean, calm interface using a cool-toned colour palette with strong typographic contrast. Subtle animations helped bring clarity to processes like onboarding and compliance, making the invisible work of Apropos feel tangible.
Implemented Solutions
Conversion-Focused Landing Page
A well-structured homepage guiding users through key benefits, features, and calls to action—designed to reduce bounce rates and build engagement.Visual Explainers for Complex Features
Rather than overloading users with dense copy, we broke down features into digestible blocks with icons and short descriptions—making concepts like “automated compliance checks” feel accessible.Mobile-First Navigation & Layout
The site was fully optimised for mobile, including sticky CTAs and smooth scrolling to cater to landlords browsing on the go.Tone of Voice & UX Writing
Content was crafted to strike a balance between tech confidence and professional warmth. We avoided jargon, focusing on benefits and transparency.
Conclusion
By combining strategic UX thinking with elegant UI design, we laid the digital foundation for a new kind of landlord experience—simple, smart, and transparent.