The Building of Fincalena June 3rd, 2006 by Matt
Fincalena, a Belgian-owned builder and property agent working locally here on the Spanish Costa del Sol, contacted MakaluMedia for the development of a website which would give them an edge in the highly competitive Spanish property market. We met with the company, discussed their objectives and concluded that the site would attempt to achieve the following end results:
Project a corporate identity combining Fincalena’s northern European roots with the essence of the southern Mediterranean market in which it operates.
Improve the visitor process of finding a desired property.
Introduce features and services which set Fincalena apart in the market.
Allow collaboration with other agent partners in the area.
Optimize for the Google search engine.
Minimize the cost and effort associated with managing and maintaining the site.
Faced with these challenges, we set off to work. We’re quite pleased with the results, as are Fincalena, and this article describes the process.
Phase 1: Corporate Identity
Fincalena worked with our Design Director, Mike Rohde, in the iterative process of identifying and designing a corporate identity. Our collaborative approach, which you can read more about here and here resulted in a set of outputs including color palette definition, typeface specifications, and a logo mark. In addition to the website, Mike produced a number of supporting print products, including property signage, based on the corporate ID.
Phase 2: System Specifications
After conducting a review of the competitor sites in the context our defined objectives, we felt that we could improve in a number of areas, through both enhancement of “typical” services (like searching for property) and through the introduction of some innovative new features.
We decided to reduce the number of search criteria to three: location, type, and price range. We felt that the tendency to overwhelm the visitor with selection criteria is often counterproductive.
We decided to make use of modern interface technologies such as AJAX, to enhance the user experience.
Realizing that many visitors appreciate a printed version of a property profile, we decided to implement on-the-fly generation of downloadable PDF files.
We decided to develop a mechanism to ease the process of publishing frequent and timely real estate news.
We decided to develop a mechanism whereby Fincalena can collaborate in real-time with partner sites.
We decided to leverage the Content Management System (CMS) framework that we’ve been independently working on as a standalone product.
Phase 3: Implementation
For the past year or so, we’ve been making a gradual migration from development in PHP, to development using the Ruby-on-Rails web application framework. Rails is a highly productive environment, both in terms of the well thought-out MVC model (specific to web applications), and in terms of the underlying language, Ruby. It’s this technology on which we based the generalized CMS product we are internally developing, and to be used in the Fincalena project.
As with most projects (especially those involving customers willing to work in an agile process), we began by developing the core system screens, and expanding outward, including iterative reviews, until we had a full set of site screens. This set of screens represents a nearly complete specification of data (content), services (features) and general layout.
From there, we began the parallel processes of visually designing the site, and implementing the back-end software.
On the home page, we wanted to immediately set the tone for the quality that can be expected from Fincalena properties, the lifestyle available to residents of this privileged region, and to provide the shortest path possible to property identification.
In the interior of the site, we focused on simplicity and removed, as far as possible, distractions that would take focus away from the properties. We spent a great amount of time on the organization and presentation of property metadata (such as price, features, etc.) and tried to subtly integrate features such as the downloadable PDF, and the AJAX-based filtering mechanism, which provides live updates of search results without a page refresh. We decided to use a Flash-based solution for the seamless presentation of the property imagery.
On the content management side, we extended our Rails-based CMS framework to the management of properties. This system reflects everything our organization has come to learn over the years about the design of human interface systems, and may be the focus of a future article. (And special thanks to FamFamFam for their icons released under Creative Commons.)
Fincalena have reported to us that after using nearly every property management system on the market, ours is (in their words), “by far the best in terms of ease-of-use and efficiency.”
Advanced Functionality
We proposed to Fincalena a mechanism to allow the automatic re-publication of real-estate news on their site. The result is a sub-system whereby Fincalena can subscribe to the RSS feeds of partner news organizations, and then selectively publish individual articles on their own site, and via a synthesis RSS feed for subscribers. In other words, we implemented an embedded aggregator.
Fincalena also wanted to collaborate with other local partners, for both strategic and technical purposes. To this end, we designed the architecture of the back-end system to allow seamless integration into partner sites, allowing for the coordinated management of properties, while providing the source traceability required by the individual partners.
We have just recently completed the first such integration, with Fincalena partner Bright SL:
In terms of Google friendliness, we applied a number of techniques, especially in the design of URL structures, to help optimize the site’s representation in the world’s most important search engine.
Concluding Notes
Both Fincalena and MakaluMedia are highly satisfied with the results of this project. Fincalena have a powerful, innovative and future-safe platform on which to build and grow its business. For MakaluMedia, this project represented an opportunity to apply a broad range of cross-discipline skills and experience to a new business area for us.
June 3rd, 2006 at 7:29 pm
[...] The Building of Fincalena [...]
June 3rd, 2006 at 9:38 pm
Beautiful site guys. Very nice work!
June 22nd, 2006 at 8:26 pm
Hey. Great work guys. Excellent attention to detail; it’s a beautiful site. One thing that puzzles me though is that on no link or button (unless I missed one) do you provide any sort of visual feedback (any sort of hover effect). This is a well-known, straight-forward way of increasing interface usability and adds tangibility to the controls (the user can “feel” there’s a button there and knows what to do). It’s my only criticism of what is otherwise a fabulous site.