Commercial Real Estate Company — Life Science & Technology Sector

A commercial real estate firm specializing in life science and technology properties needed to understand how two distinct audiences — investors and leasing teams — experienced its digital presence, and whether that experience was supporting or undermining the relationships the business depended on.

The engagement began with stakeholder interviews and a thorough mining of existing research, surfacing what was already known about user behavior and identifying the specific gaps that primary research needed to fill. From there, Highdive facilitated internal sessions with front-line staff to build two detailed personas and current-state journey maps — one for investors, one for leasing teams — capturing what each audience was thinking, feeling, and doing at every stage of their interaction with the organization.

External qualitative research followed, bringing actual users into structured online sessions to test brand perceptions, validate the journey maps, and identify preferred features and information flows. The goal wasn’t just to confirm internal assumptions — it was to surface the motivators, pain points, and unmet expectations that internal teams couldn’t see from the inside.

The research fed a set of ideal state journey maps showing what each audience actually wanted from the experience, paired with a prioritized recommendation set covering information architecture, calls to action, content organization, and process improvements that would reduce friction for users and qualifying time for the leasing team.

The result gave the organization a clear, research-grounded foundation for website redesign and go-to-market strategy — built from what investors and leasing teams actually needed, not what the organization assumed they needed.