1 August 2025 Maria Simeone
Journal of Experiences
A redesign of the Grimaldi Immobiliare network’s main website, built around people’s needs: listening, co-design, and experimentation guide the company’s digital evolution.
Creating a simple, consistent, and truly useful experience for anyone looking for or offering a property: this was the starting point of our project for Grimaldi Immobiliare, a leading player in the Italian real estate landscape, which entrusted us with the design of the new grimaldifranchising.it portal, representing its entire national network of franchise agencies.
Grimaldi Immobiliare is the leading real estate franchise network in Italy, with over 40 years of experience and more than 200 agencies and 700 consultants nationwide. It offers a wide range of services to both its clients and its network of partner agencies.
The new portal project took shape thanks to an integrated approach based on listening, shared planning, and continuous validation. The collaboration between TSW and Grimaldi Immobiliare marks a step change in the digitalization of the real estate sector: no longer just online showcases, but true experience ecosystems, built around people’s needs and capable of evolving over time.
A site redesigned together with users
Through qualitative interviews, surveys, and experiential testing conducted in TSW laboratories, end users and affiliates were engaged to understand the needs, expectations, and obstacles encountered in using the previous site. The entire structure of grimaldifranchising.it was thus redesigned to facilitate access to properties, improve the quality of information, and simplify contact with agencies. Particular attention was paid to the mobile experience, accessibility, and integration with the internal CRM.
Features designed for effectiveness and usability
The new site guarantees a smoother user experience thanks to:
- Complete and well-structured property listings, with high-quality images and detailed descriptions
- Advanced search filters, interactive maps, and personalized notifications
- User support through clear forms, quick access to agencies, and optimized contact tools
- Improved SEO and technical performance for greater organic visibility
«For us, digital evolution isn’t just about technology, but how we make our network more accessible, clear, and functional for both home seekers and advertisers. We’ve worked closely with TSW to put people at the center of this transformation»
— Luigi Sada, Managing Director, Grimaldi Immobiliare
«Building a platform isn’t just a technical feat: it’s a gesture of care towards people. This project demonstrates this, thanks to a process of continuous listening that has transformed real insights into concrete digital solutions»
— Christian Carniato, CEO and founder of TSW
A scalable, high-performance, and growth-oriented ecosystem
In addition to the main website, the project included the development of a dynamic one-page template dedicated to local agencies, easily replicable and consistent with the central identity. The multi-site infrastructure will ensure the network’s harmonious growth over time, maintaining consistency and operational autonomy for each affiliate.
Alongside technological and UX development, TSW also supported Grimaldi on the following fronts:
- SEO, with extensive pre-analysis, on-site optimization, and keyword-driven strategy
- Analytics, thanks to the advanced implementation of tracking systems and integrated dashboards
- Content, with the production and optimization of on-page copy and the launch of the new editorial magazine
- Design and creativity, through modular, accessible, and responsive layouts
This structured project was made possible thanks to our collaboration with Seisnet, a technology partner who supported us throughout this development process and who, once again, highlights the importance of designing experiences truly tailored to the people who will experience them.