Interaction design
/
Real Estate
Trojena
A sales app for luxury real estate, built for on-site demos
Overview
Trojena is one of NEOM’s flagship destinations, designed to attract high-net-worth buyers through a premium lifestyle and real estate offering. I was brought on as a freelance designer to help create a digital sales enablement tool that doesn’t just present information, but matches the expectations of sophisticated buyers and the luxury, high-tech ambience of Trojena’s Experience Centres.
As the sole designer on the project, I owned flows, high-fidelity visuals, and interactive prototypes for client presentations and handover to developers.
Year
2023
Company
BPG
Role
Freelance product designer
Skills
Interaction Design
Visual Design
Design Systems
What shipped
Shipped an iPad app for the Trojena sales team to support luxury home selling through on-site demos and travel-based presentations, designed to tell a premium story while staying flexible in live conversations.
The brief
Sales teams needed a tool that could do three things in real time during live demos:
Tell a coherent story (vision → location → residences → differentiators → next steps)
Stay flexible in conversations (jump to what a buyer asks about without losing the narrative)
Feel premium and reliable in front of high-value clients, as it tied in with the high-end physical showroom.
Wireframing features throughout the app
App Information architecture
The core experience
After aligning on the overall app architecture, I ran a quick one week sprint to wireframe key navigational structure and flows based on the content inventory that was shared. We knew the key goal for the sales team was to be able to start with the vision of Trojena, then flow naturally into location, districts, residences, and key differentiators.
From there, they can branch instantly based on client questions, using interactive maps and rich media to anchor the discussion, then return to the narrative without losing momentum. The experience is designed to feel premium and effortless on iPad, so sales can focus on the client, not the interface.
Easy navigation for sales conversations
The experience needed to help a real estate agent pace a story while remaining adaptable in a live discussion. This meant I had to design for a “guided pitch” structure that works as a default path, and a fast, predictable navigation pattern to jump between modules.
A system designed to scale across content and modules
Trojena’s offering kept growing as the sales team discovered they had multiple artifacts to present and share. The system navigation structure had to support new content and modules without redesigning the app each time.
Visually mapping the region
Trojena spans a large, masterplanned region, so I designed a clear way to visualize the area’s urban plan at a glance. The goal was to help prospective buyers orient themselves quickly, understand what’s being developed, and clearly see how each offering fits into the broader destination.
Outcome
The result was a bespoke customer acquisition toolkit that the team continually updated post handoff, improving the buyer experience while enabling sales teams to guide, personalise, and close conversations with confidence.