Concept — Dubai

Sold before it's built.

Real estate · Product Design · Interface Design · Strategy · 2026

Three years between signing and keys.

An off-plan buyer commits to a home that doesn't exist yet, and then waits. Dubai sold AED 917bn of property in 2025, most of it this way. Yet the buyer's whole experience is a launch site, a broker's WhatsApp and a payment plan in a PDF. This concept follows one buyer from launch day to handover and designs every step in between.

The sale ends at reservation. The buyer's journey doesn't.

Units are chosen from a floor-plan PDF that is out of date by lunchtime. Payment milestones arrive as email reminders, and receipts live in someone's inbox. Construction progress comes from the broker, if it comes at all. Many buyers are abroad, so all of it happens at a distance.

The journey, mapped.

One buyer, one unit, three years: designed as one product for the buyer, with the broker and the developer's team working from the same data.

• 3 Roles designed
• 6 Journey stages
• 4 Key screens
• 2 Platforms

What we'd measure.

• <5 min: Launch to reservation
• 0: Payment calls needed
• 12: Site updates a year
• 100%: Receipts in the app