Web Design Pitch

​The Challenge

Cando Apartments needed a refreshed website concept that would appeal to modern renters, reflect an updated brand direction, and improve browsing clarity across property listings. The creative team was tasked with pitching multiple design directions for client approval.

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The Process

 

1. Empathize: Understand the user and current experience

I reviewed the existing Cando Apartments website to identify usability gaps, outdated visual elements, and friction points in the renter journey. I also researched competitor and comparable rental websites to understand current industry expectations.

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2. Define: Clarify goals and user needs

Based on research insights, I outlined key user needs: easy property browsing, and quick access to essential details like pricing, features, and availability.

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3. Ideate: Concept exploration

I sketched layout concepts and explored various UI directions that balanced brand personality with a professional, rental-focused tone that improved usability. I challenged common rental site norms by introducing stronger emotional storytelling through imagery and whitespace.

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4. Prototype: Building the mockups

I developed UI mockups that emphasized large hero visuals, intuitive section hierarchy, clean filtering, and modular layouts that could scale across future pages.

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5. Test: Validation and refinement

The designs were reviewed internally and refined by another team member while I started work on other projects.​

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The Solution​

My concept centered on a clean, modern layout with strong hero imagery, approachable typography, clear calls-to-action, and a streamlined renter journey from homepage to property detail. The design offered emotional appeal while offering a simplified filtering experience.

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The Outcome

Upon client presentation, Cando selected my design as the winning concept. It became the foundation for the website’s development phase and guided the visual direction and UI standards for the brand’s digital presence. This project highlighted my ability to deliver strategic solutions, collaborate in a creative environment where team members work together to complete a project, and design digital experiences that resonate with target audiences.