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Alonim Mag'ar

Alonim Mag'ar is a company that provides housing solutions in Israel.

Why this project?

I did research about housing solution companies for my personal use. After encountering Alonim Mag'ar's website I have decided to give it a new look to make it more appealing to users.

Long story short

Dealing with government officials can be a challange, considering the bureaucracy, long queue and manual labor time. This issue becomes even larger once you're dealing with housing related processes. Alonim Mag'ar is a public company providing low-income public housing solutions. Alonim's website allows the user to avoid visiting their physical offices, but it is lacking easy navigation, intuitive design, natural mapping, personalization and friendly visual design that affects the users engagement.


Problem statement


Non inviting link buttons and under-lined text fields lacking in affordance; leading to lack of interaction and confusion in users.

Creating elements such as buttons and text fields taking in account natural mapping and affordance.

Pages loaded with blocks of messy information, most important information is hidden in long paragraphs, resulting in cognitive overload and loss of information. 

Dividing information into fair blocks and paragraphs, while making more important content visible.

Eye sensory overload while reading horizontal - long worded paragraphs.

Reducing the amount of words per sentence to create continuous vertical shaped eye tracking, to enhance duration of visual attention.

Many options, less decisions: Many categories in navigation link, add to the amount of time it takes for user to make a choice. 

Reducing navigation link pages from 8 to 5, to reduce bounce rate and decision making time. 

Doubled information in different pages, unclear information architecture.

Reforming information architecture and content, to improve users task flow during their visit and more friendly engagement with the product.


User research

Trying to understand Alonim Mag'ars users better, I used analytics tools. I was able to find that <.99.% of the users are located in Israel, 62.5% of the users were between the ages of 24-54, and gender distribution is nearly equal.
UEBA analysis pointed that the users are somewhat tech savvy and are able to use online tools. User research was very important in the process, to be able to characterize the product in an optimal way and improve users engagement with the website.


Defining success

While redesigning the website I had to choose KPIs that would be quantifiable and measurable to me while using tools that only allow an insight to the product - from the outside. I decided that they would be:

1) Bounce rate
2) Visit duration 
3) Monthly visits


These indicators allow me to identify the amount of visitors in the website, percentage of visitors in website that view one page and choose to not engage with the website, and see how long it takes for users to reach their designated goal in the website and complete a task flow.

I hypothesise the redesigned website will lower the bounce rate (currently - 37.36%) and visit duration (currently - 00:02:19) and increase the amount of visitors (currently - 39,518), but due to the lack of accessibility to the product's designer team and it's tools, I dissent from qualitatively evaluating the success rate. 

Competitor analysis

Information architecture

Low-fidelity wireframes

High-fidelity screens

Thank you for watching !

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