Website Redesign and UX: HIR Casa Case Study

HIR Casa, a company specializing in real estate financing in Mexico that offers an alternative to traditional bank mortgage loans, trusted BluePixel to redesign its digital experience and build a faster, more flexible platform designed to evolve with the needs of the business.

This was the redesign process and the results achieved after implementing the new platform.

HIR Casa’s digital experience needed to evolve

An analysis of the platform revealed opportunities for improvement on two fronts: the navigation experience and site operations. Some elements created friction for users, while the Marketing team relied on third parties even to update content.

These friction points can affect the user experience and make it more difficult to complete important actions on the site. In addition, issues related to performance, navigation, or technical implementation can influence a platform’s organic performance.

Likewise, relying on a third party for content changes negatively affected workflows, as updates took between one and two weeks to implement.

How BluePixel approached HIR Casa’s website redesign

We started with a UX Discovery process and usability testing to identify the main opportunities for improving the experience.

The previous site was built on WordPress, and its operation required third-party involvement for various updates. Based on the UX findings, we redesigned the UX/UI experience and carried out the web development of the new platform using React and Strapi to create a more flexible architecture and more autonomous operations.

React and Strapi: the technology behind the new platform

By rebuilding the platform with React and Strapi, we introduced a more flexible architecture. React made it possible to develop the interface using reusable components, avoiding the need to code certain elements from scratch every time they appeared in a new section.

Strapi, meanwhile, enabled a headless development approach, in which content management remains separate from the interface users interact with. This gave the Marketing team greater autonomy to manage content, forms, and the blog without compromising other parts of the site.

What results did the website and UX redesign achieve?

The impact of these changes quickly became evident, as key metrics began to improve.

Better performance and speed

• 24% reduction in load time, resulting in less waiting before users could interact with the platform.
• +14 points in Mobile PageSpeed, reflecting an improvement in the technical performance of the mobile experience.

Greater user engagement

• 3.2 percentage-point decrease in bounce rate, indicating a higher proportion of sessions with engagement.
• 14% increase in engagement time, signaling that users remained active in the experience for longer.
• 7% increase in pages per session, indicating greater exploration of the content available on the platform.

More users completing the financing calculator

• 12% increase in completion of the financing calculator, a relevant action along the path to conversion.

Positive impact on the team and the business

The original version of the site created a bottleneck for some processes because of the time required to implement even routine operational changes. With the new version of the platform, the Marketing team was able to make adjustments in minutes directly from the console.

The impact was also reflected in business indicators: HIR Casa recorded a 4 percentage-point increase in qualified leads and a 9% increase in lead-to-appointment conversion.

These results should not be attributed exclusively to the redesign. During the same period, HIR Casa also strengthened its paid media, SEM, SEO, ORM, and other commercial initiatives. The improvement should be understood as the result of an integrated effort in which the new platform served as one of the touchpoints with users.

When does a company need a website redesign?

A website redesign is not always driven by the site’s appearance. It may also be necessary when the site begins to create friction or navigation problems for users, or when its technology makes day-to-day business operations more difficult.

The HIR Casa case highlights some of these signs: the experience had opportunities for improvement, and the Marketing team depended on third parties to update content, forms, and other parts of the site. In similar situations, it may be worth considering a redesign when:

• Users have difficulty navigating or completing important actions.
• Simple changes constantly require the involvement of the development team.
• Updating content, forms, or pages takes too much time.
• The technology makes it difficult to implement new business needs.
• The site can no longer respond quickly enough to campaigns, content, or commercial opportunities.

In these cases, the goal of a redesign should not be limited to refreshing the site’s appearance, but rather to improving the user experience and building a platform that is easier to operate and evolve.

There are signs that may indicate it is time to consider optimizing a website.

If your platform shows these signs, BluePixel can support you from UX research and experience design through the development of the new platform.

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