Helena Fern谩ndez
Miralpeix
Insights
Product Design
UX/UI
Information Architecture
Service Design
Digital Strategy
Brand Experience
Idealista Remake
A smarter way
to choose a home
Year 2025 路 Real estate platform redesign and product strategy
Product Designer
Brand Strategist
Creative Direction
Idealista Remake is a strategic product and brand concept that evolves property search into a clearer decision-making experience.
The project explores how a platform focused on property listings can evolve into a digital product that helps people understand what they need, imagine the potential of each home and make better decisions without losing sight of their real budget.
Problem
Property search gives users many listings, but not always enough structure to compare, imagine and decide.
Role
Product strategy, IA, UX/UI, service experience, brand positioning and visual direction.
Solution
A guided decision system for search, comparison, home potential and budget-aware action.
What it proves
Design can evolve a mature platform without losing recognition, utility or business logic.
Overview
What the product is about
Idealista Remake reframes property search as a guided decision experience. The product helps users imagine, compare and choose a future home without losing sight of budget, priorities and real constraints.
The goal was not to redesign screens in isolation, but to reorganise the platform around clearer content, lower friction and stronger decision support.
1 Product focus
A real estate platform redesign focused on navigation, comparison, personalisation and user confidence.
The experience helps users understand what kind of home, area and improvement potential fits them better.
2 My role & process
My role covered product strategy, UX restructuring, interface direction and brand-system adaptation.
馃攳 Platform audit:
Reviewed IA, search flow, listing structure and visual hierarchy.
馃 Strategic repositioning:
Reframed the platform from listing directory to decision-support system.
馃З UX architecture:
Reorganised entry points, filters, property modules and comparison moments.
馃帹 Interface and brand direction:
Built a modular UI language with clearer hierarchy and recognition.
馃彔 Service experience logic:
Connected inspiration, saved searches and property evaluation into one flow.
1 Project type
- Product redesign concept
- Real estate platform
- Year 2025
A product case study focused on search, IA, service experience and brand repositioning.
2 Scope
- Product strategy
- UX/UI design
- Information architecture
- Digital brand experience
The project covered platform analysis, content architecture, key flows and UI system.
3 Tools & method
- Figma
- FigJam
- Notion
- Benchmarking
- Visual prototyping
Product analysis, UX mapping, brand strategy and interface design.
Insight
Phase 1.1 路 Current experience analysis
Real estate search is not only a filtering task. Users need to understand whether a place can fit their life, budget and future plans.
The opportunity was to keep search efficient while adding structure, orientation and clearer decision support.
Problem
Property platforms are useful, but often leave users comparing dense information with little guidance.
Opportunity
Guide users through needs, area discovery, improvement potential and comparison without slowing search.
Direction
A more modular, visual and decision-oriented property experience.
"The opportunity was not to show more homes. It was to help users understand which home makes sense for them."
User needs
Phase 1.2 路 Search and decision use cases
The product direction was defined around users who need orientation, comparison and confidence during a high-impact decision.
Platform strategy
Phase 2.1 路 From listing search to decision support
The new strategy reframes Idealista as a platform for searching, understanding, comparing and imagining homes through clearer product modules.
The experience is organised around key journeys: buying, renting, selling, discovering areas, finding agencies and comparing saved options.
Existing high-value features are kept, but reorganised around user intent instead of catalogue density.
Search
Clear entry points for fast, precise property discovery.
Explore
Area guides and lifestyle discovery help users explore before filtering.
Compare
Saved homes and modular cards connect price, potential and priorities.
Act
Contact, agency recommendation and publishing become clearer conversion paths.
Product positioning
Phase 2.2 路 Defining the new product angle
Product positioning started with a market read of direct real estate platforms and indirect lifestyle references.
Using a colour wheel, competitors were mapped by visual territory, tone and promise. The exercise showed where Idealista could keep its recognition while moving toward a clearer launch idea: practical search with a more guided, aspirational view of home decisions.
The lime green stays because it is a strong memory asset, but the system refines it into a brighter product language for the new concept.
Blue works as a support layer for guidance, AI modules and decision-making moments.
MVP Experience
Phase 3.1 路 Defining the main product flow
The MVP experience becomes a clearer decision flow: choose intent, refine context, compare options and move towards action.
New product moments support users before and after search: area exploration, saved comparisons, renovation potential, budget scenarios and agency recommendations.
The user can understand not only what is available, but what each option could become.
Choose intent
Entry adapts to buying, renting, selling, exploring areas or finding support.
Refine context
Filters become inputs for lifestyle, budget, area and priorities.
Compare homes
Saved lists and comparison modules help users organise choices.
Take action
Contact, service requests, publishing and exploration become clear next steps.
UX/UI System
How the product logic becomes an interface
The UX/UI system is a modular product layer for search, comparison, visualisation and service tools.
AI and API-supported modules let users preview references, furniture or product URLs inside a listing at real scale.
The interface helps users switch between current state, renovation potential, decoration options and budget-based improvements.
APIs connect catalogues, room measurements, renovation ranges and property data so each listing becomes more actionable.
Modular interface logic: search modules, AI recommendation blocks,
property cards, URL paste actions and real-scale previews.
The system can scale without losing clarity.
AI property view
Users can view current layout, renovation potential, decoration direction or budget-based transformation.
URL paste system
Users paste product URLs to preview real items inside the rooms they are evaluating.
Real-scale decisions
Dimensions, budgets, products and renovation options keep recommendations realistic.
Scalability
Phase 5.1 路 Product ecosystem and future growth
Idealista Remake is designed as a scalable platform system for search, agencies, publishing, editorial content and personalised recommendation flows.
Guided modules can keep growing around areas, comparisons, priorities and improvement scenarios.
1 Search engine
The core property search remains the platform鈥檚 main utility, but becomes clearer and more guided.
2 Content layer
Guides, inspiration and neighbourhood information help users make more informed decisions.
3 Service layer
Agency recommendations and publishing flows connect the product with business conversion points.
4 Guidance layer
Personalised prompts and saved comparisons keep decisions tied to budget and feasibility.
Impact
Phase 5.2 路 What the concept proves
Idealista Remake shows how a mature platform can evolve by reorganising information, clarifying decisions and connecting product logic with a stronger brand vision.
The result is a more helpful platform concept for seeing potential, understanding trade-offs and making better home decisions.
"The project proves that a property platform can become more than a search engine: it can become a decision system for imagining what a home could become, without losing sight of what each person can realistically invest."
Creative
lumi Creative
Creative direction, sensory brand language and storytelling across product, app and packaging.
Creative
Idealista Remake Creative
Creative direction, tone of voice and visual universe for a renewed Idealista brand experience.