MUSUBU

A strategy shaped around the intended audience

The intended audience was dual-income couples with a combined annual income of around JPY 7–20 million. Working from the hypothesis that wives would often lead the decision-making process, we proposed an earthy design concept with a calm, warm feel. With much of the audience expected to browse on smartphones, we designed the user experience for mobile first. A restrained, simple design helps the properties and their distinctive details stand out. The commission also included maintenance and SEO after launch, allowing the website to keep developing as a working sales tool. Our priority throughout was to understand users and create an experience that met their needs.