Standing out in a homogonous market.
The PBSA offering can be viewed as equivalent, so we needed to deliver distinctiveness through our visual identity and digital customer experience.
Transforming the Scape digital experience
Branding / Design System / Strategy / UX/UI Design / Website Development
Background
Student accommodation was one of the hardest hit industries in the pandemic.
Scape is Australia’s largest purpose-built student accommodation (PBSA) provider. They have a unique edge of being able to cater to all students, both domestic and international thanks to the diverse offerings and price points across 33 buildings in 4 cities.
Unfortunately, the pandemic hit the international student landscape hard and occupancy rates fell to around 8%. In 2022, Scape needed to reverse the drop in occupancy and set out to engage the next generation of students, on their quest to fill 15,000 beds.
The ask
A reimagined Scape website and industry leading student accommodation booking platform.
We wanted to enable the next generation of students to book accommodation but also help them to discover what a Scape student lifestyle could be like. A new digital brand look and feel and design system was created to elevate Scape’s visual positioning and further attract and engage the student target audience. Using it’s innovative design, the website delivers an Ecommerce experience as well as houses content hubs personalised for international students and dedicated areas for parents.
Our insights
Designing for the next generation of students.
The project was informed and guided extensive research, which included interviews with Students, international agents the customer service teams.
Collaborative workshops hosted with the internal teams as well as conducting behavioural analytics to help inform our design approach.
Designing for a unique value proposition.
Our UX strategy needed to position itself in the PBSA market at the cross section of hotel, property and lifestyle experiences.
Simplifying an abundance of choice.
We needed to create seamless pathways to help students find the right room and property for them.
Speaking to a truly diverse audience.
Students with varying levels of English, we needed to develop a universal language through design.
Results
As a result of our approach, Scape have seen a massive uplift in users to the site with 195% increase in daily users since launch. The website has been a huge success for the business with some fantastic results.
Site highlights
A first-class solution that exceeded expectations and smashed previous conversion records.
