Project detail
Transforming Wasl's Website
Responsive landing page for Wasl Tower, a 303-metre Dubai landmark, designed at Delphi around one clear path from premium story to office-leasing lead.
Role: Product Designer at Delphi Consulting (UAE), partnering with a senior designer
Client: Wasl, one of Dubai's major real estate and asset management companies
Deliverable: End-to-end responsive design of the Wasl Tower landing page
Platform: Web, mobile and desktop
Year: 2024 · Tools: Figma, FigJam, Notion, Miro
TL;DR
Problem: Wasl Tower, a 303-metre landmark on Sheikh Zayed Road with office space and a Mandarin Oriental hotel, needed a landing page that turns a premium story into office-leasing leads, on mobile and desktop.
What I did: Aligned scope with stakeholders, shaped the page IA around one conversion path, and designed a brand-consistent responsive page that was realistic to build on time.
Outcome: Live at wasl.ae/en/wasltower, built within Wasl's brand system.
The challenge
The tower has a lot to say: architecture, sustainability, amenities, a Mandarin Oriental hotel, and prime office space for rent. The risk was a beautiful page that never asks anyone to do anything. The primary audience was companies looking for office space, but the page also had to work for people evaluating the building and for the brand story.
Aligning before designing
Technical and requirement-alignment calls locked in business goals, target audiences, content inventory and technical limits. These sessions helped co-define the BRD, so design started from agreed constraints rather than assumptions. From there: stakeholder conversations and a lightweight survey, problem statements per visitor intent, a scan of premium real estate landing pages, then IA, flow and UI.
Decision 1: One scroll, one conversion path
Options: a brochure-style page where every section stands alone, or a single narrative that moves a visitor from "wow" to "register".
I chose the narrative, in four stages: hook, credibility, depth, convert. Every call to action (Register in the hero, the office-spaces block, the form) leads to the same office-space registration, with the brochure download as a lighter commitment.
Decision 2: Make credibility scannable
Visitors weighing an office move want facts fast. Amenities became eight icon rows (panoramic views, spa, dining, helipad, fitness, ballroom, parking, the air-conditioned bridge to the Metro and Dubai Mall), and location and sustainability became short, self-contained blocks instead of long copy.
Decision 3: One layout rhythm that stacks cleanly on mobile
Story sections share a two-column pattern (heading on the left, copy on the right) that stacks into a single column on mobile. It keeps a long page calm to read and means fewer unique patterns to build. Everything used Wasl's existing brand system, so nothing had to be invented in development.
On mobile and desktop
Converting interest into leads
The page ends with the office-space registration form and a brochure download. Looking back, the form asks a lot on first contact: company profile upload, space requirement, contact details and a CAPTCHA.
Beyond the tower page
This was part of a broader Delphi engagement with Wasl, where I also contributed to mobile and brand-alignment work across wasl.ae.
What I'd measure and test next
Measure: scroll depth to the form, form completion rate and brochure downloads, the three signals that show whether the narrative works.
Test: a two-step form that asks for company and contact first and collects the profile and space needs after, to lower the first-contact cost.
Watch: which story block visitors reach before registering, to learn which reason matters most.
Reflection
Clarity wins on landing pages, where attention is short. The biggest impact came from agreeing goals and constraints early, then designing one focused path that still serves several visitor intents.
Want the full walkthrough? I'm happy to take you through it in an interview.
