Working closely with the head of product, Head of SEO and other department leads, we modernised Instantoffices.com the world’s largest office broking service. At the end of our involvement the business gained a 42.5% boost to conversion, the largest increase in the sites history.

approach

We pitched a number of approaches to update instantoffices.com, ranging from piecemeal updates to a one shot total experience change. The most risk free was selected, which entailed creating a flexible and extendable design system and replicating key areas of the site. This approach enabled us to move forward with modernising the user interface without risking the site's noteworthy performance.

Refinements and new features were A/B tested to prevent negative impacts to conversion rate (CR). The approached took longer to achieve meaningful change but guaranteed no loss of revenue for the business.

Images below: Design language snapshot. Lower left: replicated legacy layout. Lower center: basic filtering functionality. Lower right: extended filtering functionality.

Viewport optimisation

New pages were optimised for four of highest tracking viewport ranges. Mobile saw the most change and enhancements, becoming a major contributor to the increase in overall CR.

Thinking ahead

Exploration was an essential element of the project. This work helped refine many UI components, plus visualise and shape mid and longer term goals. The examples below show a homepage that was later used for production. A visually led search results page, and a listing page with huge visuals and a full width typographic layout.

The Instant Group