Role
Product Designer
Timeline
3 weeks
Year
2025
X-IMO CRM is a complete real estate management platform designed for professional agencies with large portfolios and distributed teams. While the product offered robust operational and marketing tools, its previous website failed to reflect the platform’s strategic value or connect with enterprise-level audiences.
The Challenge
Positioning X-IMO as an Innovative Market Player
The challenge was clear: design a digital presence that would position X-IMO as an innovative market leader, while communicating value clearly and aspirationally.
Discover
Business Goals
Define
Key Pain Points
Before redesigning, we audited the previous website and identified key pain points:
Define
Discovery & Strategy
We defined 4 strategic pillars to guide the redesign:
1. Showcase integrated solutions, not isolated features.
2. Highlight the full ecosystem (CRM + Marketing + Digital Presence + AI + Data).
3. Communicate business outcomes like productivity, automation, and scale.
4. Inspire aspiration by appealing to professional, growth-oriented teams.
Architecture & Content Strategy
Transforming the X-IMO Website into a Strategic Conversion Tool
To turn the X-IMO website into a true conversion and positioning tool, we completely restructured the information architecture and refined the content strategy. The new layout was designed to guide users through a value-driven narrative, starting with a clear and impactful homepage and branching into dedicated pages for each core solution.
Each subpage was built with a specific type of visitor in mind, whether agency leaders, franchise networks, or tech-savvy consultants. We structured the content to follow a clear “problem > solution > impact” logic, helping users quickly understand how X-IMO can support and scale their operations. Pages were developed for real estate CRM functionalities, marketing automation, customizable websites, and property syndication—always with an emphasis on integration, productivity, and the value of a unified ecosystem.
In the end, this phase ensured that the website evolved from a static brochure into a dynamic, strategic sales tool. The new architecture not only simplifies navigation but also reinforces X-IMO’s position as an innovative, all-in-one platform for serious real estate businesses ready to grow.
Visual & Design System
Defining the Visual Language
The visual direction was guided by three principles:
1. Clean, tech-inspired interface
→ Neutral tones with high-contrast CTAs and structured layout
2. Balance between innovation and human connection
→ Graphics, icons, and minimal UI elements instead of full-screen product screenshots
3. Modularity and consistency
→ A visual system ready to scale with future microsites, features, and landing pages
Expected Results & KPIs
Performance Goals: Driving Engagement, Conversion, and Brand Perception
Conclusion
From Visual Refresh to Strategic Repositioning
This redesign was more than just a visual facelift — it was a strategic repositioning.
By shifting the narrative from technical to transformational, and designing a site that reflects clarity, innovation, and ambition, we helped X-IMO better communicate its value and connect with high-potential clients.
Today, the website is no longer just a brochure — it’s a strategic growth tool and a natural extension of the product’s ecosystem.