PEXA, an online management initiative for the conveyancing process of property in Australia. Where in the past the manual exchange of paperwork with lawyers, conveyancers and financial institutions was required to effect a transfer of title, the platform allows for efficiency and security in real-time. While the industry transitions to the new automated system, as the Australian stock market did in the early nineties, education of all involved is a crucial consideration.
Creating an online strategy had to present dynamic content which built confidence in the system, and the value it represents to its users, both professionals and those they are serving. Conversion paths for both practitioners and consumers needed to be developed to drive uptake of the system and ensure the product was bringing value to the organisation.
The digital offering services a diverse range of audiences; Property, legal and banking professionals, each requiring information of a different focus. Our considered design uses a contextual approach, with differing types of users able to follow a clear path through information about the specific benefits the network provides for its users.
Through involving target audiences in the process of assessing the current site and on-boarding process, we ensured accurate information collated and assumptions minimised. Presenting relevant information, allowed immediate access to areas already considered by a visitor, or exploration of further information.
By bringing relatable content that demystifies the operation of the network to an industry that has operated largely the same way since its formation, practitioners can relate and become more inclined to get involved. Appropriate calls to action increase conversion on each page provide the opportunity for signup or enquiry when the user is inspired to do so.