Bumi Makaya Cibodas
Services
Website
Client
Bumi Makaya Cibodas
Year
My Roles
UI/UX Designer
Duration
4 Weeks
Project Overview
Key Metrics : Redesigned the inquiry flow to replace calls to action with a trust-building approach. This change removes the point where users tend to drop off due, to psychological discomfort.
Buying a home is a decision that has stakes. For people who are buying a home for the time the website is the first handshake. The aim of this project was to change the Bumi Makaya website from a digital brochure into an active tool that builds trust and respects the psychological readiness of the user.
The Problem
Initial Assumption: The client initially believed that low inquiry rates were due to not call-to-action buttons or lack of promotional urgency. The proposed solution was to add pop-ups and aggressive "Chat with Sales Now" banners.
The Real Problem: User research revealed a different story. For our target audience Chat is not just asking a question. Chat is a commitment. Users were not ignoring the CTAs; they were actively avoiding the CTAs due to psychological barriers:
Andi (The Anxious First-Timer): avoided chat because he feared looking ignorant, about basic property terms.
Raka (The Cautious Planner): hesitated because pricing felt ambiguous and he feared miscalculation.
Dewi (The Defensive Browser): resisted CTAs because clicking "Chat" felt like losing control to a pushy salesperson.
The website was not failing because of lack of interest. It was failing because it had not made users feel mentally safe to take the step.
Discovery Insights:
Mapping the user journey showed that the website was acting as a barrier, not a bridge. People needed a "trust & clarity layer" before they were willing to take action.
Transparent Cost & Mortgage Simulation
The Why: Uncertainty Reduction (for Raka). We moved pricing breakdowns and clear mortgage estimators to the top of the property detail page. Benefit: Eliminates "sticker shock". Gives cautious planners the financial safety they need before committing.
argon-Free Education
The Why: Cognitive Load Reduction (for Andi). We replaced intimidating property jargon with simple empathetic microcopy and clear step-by-step guides on the home-buying process. Benefit: Removes the fear of "looking stupid " empowering first-time buyers to explore
Low-Pressure, Optional CTAs
The Why: User. Autonomy (for Dewi). We replaced full-screen chat pop-ups, with contextual optional inquiry buttons (e.g. "Download Brochure" or "Ask a Specific Question"). Benefit: Users retain control over the interaction timing transforming the CTA from a "trap" into a helpful tool.
Outcome
While waiting for the launch the structural improvements have proven themselves. We eliminated the psychological drop-off point. We replaced anxiety with clarity. We gave the dev team a plan, for execution. The structural improvements stand strong. The dev team can now follow the blueprint. The final launch will come with confidence.
Reflection
This project strengthened an idea: in lead generation the problem is not that people aren't interested. The problem is obstacles. People already want the house; our task is just to take the mental blocks that stop them from taking action. Creating for conversion is really, about creating for comfort.
