Who Was the Client?

Our client was Athar Shariff, General Manager of 7Heights, a Bengaluru-based company expanding into innovative property management and rent-free living solutions. Athar wanted a design that felt credible, modern, and emotionally comforting — something users could trust at first glance.

My Role & Responsibilities

As the UX Designer for this project (Dec 2023 – Jan 2024), I was responsible for:

• User Research & Understanding the Real-Estate Pain Points
  Identifying what confuses or scares users regarding rent-free services, refundable deposits, and property trust factors.

• Information Architecture for the Two-Page Website
  Structuring content to keep both pages simple yet persuasive, including sections like:
  About Us, Why Us, Testimonials, How It Works, Blogs, FAQ, Refer & Earn, Contact Form, Footer, and Business Policies.

• Wireframing & Low-Fidelity Prototyping
  Crafting page flow, content hierarchy, and interactions for mobile and desktop.

• Visual Design & High-Fidelity UI
  Creating a clean, trustworthy visual identity aligned with 7Heights brand values—clarity, safety, and transparency.

• ABRSA Form Experience Optimization
  Making sure the Asset Backed Refundable Service Application form was easy to understand and approachable for first-time users.

• Usability Testing & Refinements
  Conducting task-based testing with potential users to remove friction, clarify messaging, and reduce confusion around service terms.

• Final Delivery & Developer Handoff
  Preparing design documentation, responsive assets, and functional guidelines for seamless implementation.

Problem

1. Low Trust Due to Unclear Value Proposition

Users struggled to understand what exactly “Stay Rent-Free” means and how the ABRSA model works.
User reactions:

• “Is this real or some scam?”

• “Why is it refundable? What’s the catch?”
  This confusion created hesitation and increased bounce rates.

2. High Cognitive Load in Understanding ABRSA Form

The ABRSA (Asset Backed Refundable Service Application) sounded complicated and intimidating.
User reactions:

• “This looks like paperwork. I’ll fill it later.”

• “I don’t want to commit without understanding everything.”
  Many users dropped off at the form section.

3. Poor Information Hierarchy Across the 2 Pages

With so many sections—About Us, Why Us, Testimonials, How It Works, FAQ, Blogs, Refer & Earn—users got lost in the flow.
User reactions:

• “What should I read first?”

• “Where is the main thing I came for?”
  Content felt scattered rather than guiding.

4. Weak Trust Signals for Property Management Services

Property owners needed legitimacy and security assurance but found little proof.
User reactions:

• “How do I trust giving my property access?”

• “Who else is using this service?”
  Lack of brand credibility affected conversions.

5. Testimonials & Reviews Didn’t Feel Authentic

Existing testimonials felt generic and didn’t address real user fears.
User reactions:

• “These reviews look copied or too perfect.”
  Users needed relatable stories, not marketing lines.

6. How It Works Section Felt Overwhelming

The process steps were too text-heavy and lacked clarity on user responsibility vs. platform responsibility.
User reactions:

• “Just tell me what I need to do.”

• “Why are there so many steps?”
  This created friction in decision-making.

7. “Refer & Earn ₹50,000” Seemed Unrealistic Without Explanation

The offer looked big and unbelievable.
User reactions:

• “₹50,000? Sounds fake.”

• “What’s the catch? How do I actually earn this?”
  Users avoided the section fearing hidden terms.

8. Contact Form Was Not Optimized for Conversion

Forms lacked reassurance and guidance, making users feel exposed.
User reactions:

• “What will you do with my number?”

• “Will someone spam me?”
  Drop-offs were high here too.

9. FAQ Didn’t Address Real Concerns

FAQs listed generic queries without responding to the fear-driven doubts about refunds, trust, and security.
User reactions:

• “Still not clear what happens to my deposit.”

• “What if I cancel?”
  Users didn’t feel confident after reading.

10. No Clear Separation Between Two User Groups

Two types of users landed:

• Property Owners

• Rent-Free Seekers
  But the content flow didn’t differentiate them well.
  User reactions:

• “Is this for me or property owners?”
  This caused confusion and misalignment.

Solution

1. Solution for Low Trust Due to Unclear Value Proposition

What We Did:

• Created a simple, 1-sentence hero message explaining what “Rent-Free” really means.

• Added a short supporting tagline clarifying that the service is refundable and safe.

• Added visual icons + a mini explainer to build instant clarity.

Impact: Users understood the concept in 3–5 seconds instead of 20+ seconds of confusion.

2. Solution for High Cognitive Load in Understanding ABRSA Form

What We Did:

• Added a small “What is ABRSA?” tooltip before the form.

• Broke the form into three small steps instead of one long intimidating layout.

• Added microcopy beneath each field explaining why the information is required.

Impact: Users reported feeling “in control” and more comfortable submitting the form.

3. Solution for Poor Information Hierarchy

What We Did:

• Re-ordered the website flow using a “storytelling” structure:

  1. Hero

  2. Value proposition

  3. How it works

  4. Why Us

  5. Testimonials

  6. Refer & Earn

  7. Blogs

  8. FAQ

  9. Contact Form

• Used clean spacing, consistent headings, and chunked content.

Impact: Navigation felt natural; users no longer felt overwhelmed.

4. Solution for Weak Trust Signals

What We Did:

• Added badges and proof elements (ex: “300+ tenants served”, “Verified owners”).

• Added logos of known partner properties.

• Included real photos of team members and property managers.

Impact: Property owners felt more confident contacting the team.

5. Solution for Inauthentic Testimonials

What We Did:

• Replaced generic testimonials with story-driven ones:

  • Why the user came

  • What they feared

  • How iZero247 helped

• Added video snippets and first-name + city verification.

Impact: Users said testimonials “felt real” and relatable.

6. Solution for Overwhelming ‘How It Works’ Section

What We Did:

• Converted the process into 3 simple steps using illustrations.

• Added a short caption under each step written in everyday language (“No jargon”).

• Added a real example scenario for clarity.

Impact: Users understood the service quicker and felt reassured.

7. Solution for Unrealistic “Refer & Earn ₹50,000” Section

What We Did:

• Added a small breakdown showing how earnings accumulate.

• Added terms in a simple “3-line explanation” right below the CTA.

• Added successful referral examples for transparency.

Impact: Users no longer viewed it as “too good to be true.”

8. Solution for Poor Contact Form Conversion

What We Did:

• Reduced the number of fields to only essentials.

• Added privacy reassurance: “We never spam. We reply within 12 hours.”

• Added an optional WhatsApp contact toggle based on user preference.

Impact: Conversion increased due to reduced fear and friction.

9. Solution for FAQ Not Addressing Real Concerns

What We Did:

• Rewrote FAQs based on actual user fears:

  • “Is my money safe?”

  • “What if I want to cancel?”

  • “How long is the stay?”

• Added expandable answers with short, conversational explanations.

Impact: More users proceeded to the form after reading FAQs.

10. Solution for No Separation Between Two User Groups

What We Did:

• Added a clear top-banner selection:
  Property Owner | Rent-Free Seeker

• Each selection slightly adjusts the hero content and CTA to match user intent.

Impact: Users immediately recognized that the website serves both sides clearly.

Project goals

The project aimed to achieve several key goals that address both user needs and business objectives. I put together an action plan and shared it with the team and stakeholders. Once we got the green light, I moved on to designing with these objectives in mind:

1. Build Instant Trust for a Sensitive Service Model

Users visiting the site for the first time needed to feel safe and reassured—especially since the concept of “rent-free stays” and “refundable service application” can trigger doubt.
Goal: Present information transparently to eliminate confusion, fear, and skepticism within the first few seconds.

2. Communicate a Complex Offering in a Simple, Human Way

ABRSA (Asset Backed Refundable Service Application) is a strong differentiator, but users often don’t understand it.
Goal: Explain ABRSA and rent-free services in a friendly, digestible, jargon-free manner.

3. Reduce Cognitive Load & Create a Smooth User Flow

With many sections packed into two pages, clarity and hierarchy were essential.
Goal: Structure content so users can naturally move from interest → understanding → trust → action.

4. Improve ABRSA Form Completion & Lead Conversion

Form anxiety is high when submitting personal information for refundable services.
Goal: Design a friction-free, reassuring, step-by-step form to increase submissions.

5. Strengthen Credibility for Property Owners & Rent-Free Seekers

Both audiences needed to feel the platform is reliable and professionally managed.
Goal: Add stronger trust signals like testimonials, real stories, team visibility, and proof of service quality.

6. Clarify the Value of Both Pages (Property Management & Rent-Free Services)

Users often could not understand who the page was meant for.
Goal: Create a clear differentiation in messaging, CTAs, and content based on the user's intent.

7. Highlight “Refer & Earn ₹50,000” in a Trustworthy Way

The offer felt unbelievable without explanation.
Goal: Make the referral program easy to understand and believable to increase participation.

8. Ensure Mobile-First Usability for On-the-Go Visitors

Most traffic was expected from mobile users in urban areas.
Goal: Create a smooth, responsive mobile experience with perfect readability and easy interactions.

9. Increase Time on Page with Engaging, Trust-Driven Content

The website acts as a primary information and conversion tool.
Goal: Use clear communication, storytelling, and authentic visuals to keep users engaged longer.

10. Support Business Growth & Lead Generation for 7Heights

Ultimately, the website needed to serve business goals.
Goal: Help iZero247 attract property partners, generate ABRSA applications, build brand trust, and grow the service reach in Bengaluru.

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