Finding 1
Verification, not discovery
Visitors often arrive from search or listing portals in an audit mindset. The experience puts concrete project facts ahead of promotional atmosphere.
All work
PGR Infra: Designed, Built, Deployed and AI-Visible
A content-led property platform designed to help people discover projects, understand decisions, and enquire with confidence — while giving the PGR Infra team full control after launch.
Project
PGR
Client
PGR Infra
Industry
Real Estate
Product Type
B2C | Consumer
Platform
Responsive Web
My Role
Principal Product Designer | UX Engineer
The brief
A client website became a scalable digital operating model. The engagement moved through three connected layers: a property discovery experience, a governed content backend, and a delivery workflow the PGR Infra team could keep using after launch.
Discovery & research
Designed for the moment a buyer needs to verify.
Research showed that a developer website is not the beginning of a property search. It is the place people check whether the claims they have already seen elsewhere are credible enough to act on.
Four evidence passes
- 01
Desk research
Indian homebuyer behaviour, RERA obligations, and market structure.
- 02
Reference teardown
A heuristic review of supplied sites to separate useful patterns from inherited friction.
- 03
Content inventory
The project facts, plans, regulatory status, imagery, and careers content available to publish.
- 04
Synthesis
A small set of working principles translated into information architecture and page decisions.
Five constraints shaped the site
Finding 2
A regulated advertisement
Published status and regulatory information belong in the project model and page anatomy - not as a legal footnote at the end.
Finding 3
Mobile is the primary journey
Thumb-first paths, minimal-field enquiry, a persistent call route, and low-friction project exploration reduce the cost of acting on a phone.
Finding 4
One market does not mean one buyer
Project pages stay self-sufficient and local in their reasoning, supporting different questions around reassurance, affordability, yield, and growth.
Finding 5
Findable by people and machines
Clear page structure, metadata, and pre-rendered factual content help real buyers and answer engines reach the same reliable source.
Evidence, not validation. This was secondary research and competitive analysis; no buyer interviews, site-office observation, or usability testing were conducted before launch.
Discovery & researchResearch sources (12)
Published industry research, RERA guidance, market analysis, and discoverability references informed the desk-research rationale. External links open in a new tab.
- Digital buying intention in Indian residential real estate
- PropTech in Indian real estate
- Marketing and advertising under RERA
- Advertising a RERA-registered project
- State-level real estate advertising guidance
- Mobile website traffic statistics
- Mobile bounce and conversion differentials
- Emerging tier-2 cities and real estate growth
- Tier-2 and tier-3 cities: the next real estate boom
- Answer engine optimisation and citation research
- Crawler behaviour and JavaScript-rendered content
- AI search optimisation and the llms.txt convention
Product experience
Designed as one journey, from brand to project decision.
The public experience uses a single visual and interaction language, so people can move from browsing to the details that make a property decision feel grounded.
A clear entry point for projects, trust signals, editorial content, and direct enquiry.
A repeatable detail pattern for project facts, amenities, plans, status, location, and enquiry.
Discover before decoration
Filterable project pathways turn location, category, status, and property type into useful starting points.
One project, one narrative
A reusable template keeps highlights, amenities, plans, pricing, and contact decisions in a predictable order.
Trust made operational
RERA details, project status, downloads, and contact routes appear within the journey instead of a corporate footer.
Design & prototyping
Designed in Figma. Tested in Readdy.
The concept began as a Figma design system, then became a functional Readdy.ai prototype for discussing the experience with the client before production work began.
A shared visual system for navigation, project discovery, landing-page modules, and the detail journeys that needed to work as one product.
Figma shaped the experience
The design canvas established hierarchy, reusable modules, responsive behavior, and the content states needed for a property platform that earns trust.
Readdy made it testable
The approved direction was translated into a working prototype, giving the client a real experience to discuss rather than a collection of static screens.
- 01
Make the idea testable
Key journeys existed as a usable artifact, reducing interpretation during client review.
- 02
Review behavior, not only pixels
Navigation, project discovery, and responsive states could be discussed in context.
- 03
Carry approved intent into code
Customization focused on the gaps that mattered rather than recreating the concept from zero.
Governed content
The entire website became editable.
Sanity Studio was tailored as PGR Infra’s content backend, so the team can publish projects, careers, blog posts, shared data, images, and video without changing application code.
Sanity Studio
Homepage
01 / 06
Shared homepage content, campaign modules, and editorial controls.
Prompt engineering accelerated the build. Design judgement kept it coherent.
Codex translated approved design direction, content rules, and responsive requirements into working production code — while the product decisions remained grounded in the PGR Infra system.
- 01
Describe the intention
Prompts captured the hierarchy, content model, behaviour, and responsive constraints — not just an isolated screen.
- 02
Build a usable system
Codex accelerated React implementation, components, states, and the integration points required for a live, maintainable website.
- 03
Review, refine, and govern
The working output was checked against design intent, then connected to Sanity so the business could keep the experience current.
Reliable enquiries
Every form submission reaches the right inbox.
The website’s enquiry flow connects the customer-facing form to a server-side ZeptoMail service, so the PGR Infra team receives a structured email without exposing delivery credentials in the browser.
Enquiry delivery path
PGR enquiry form
A visitor shares their contact details and project interest.
Secure server route
The submission is checked and prepared away from the public browser.
Zoho ZeptoMail
The service delivers a readable enquiry email to the team.
From prompt to a production-ready handoff.
Codex created the form-to-email backend route from the approved interaction requirements, then documented the final deployment step so the service could run safely in production.
- 01
Build the protected integration
The email service is called from the server-side flow rather than from the visitor’s device.
- 02
Configure secrets in Hostinger
The API key, sending details, and recipient email are added as environment variables in Hostinger’s deployment settings.
- 03
Deploy and verify
Once the environment variables are saved, the live form can deliver a complete, traceable enquiry to the team.
Credentials remain in Hostinger environment variables and are never published in the client-side codebase.
Conversational discovery
Answers from the record. Escalates beyond it.
A retrieval-based assistant gives buyers a faster way to verify what PGR Infra has published — without inventing facts that the business cannot substantiate.
Built with Codex
Prompt-engineered for useful answers, not confident guesses.
I used Codex to translate the approved content model, compliance boundaries, and enquiry flow into a custom retrieval assistant. Its job is deliberately narrow: surface the published record clearly, then hand the visitor to a person when the record ends.
- 01
Prompt contract
The brief defines the answerable corpus, the voice, factual boundaries, and the exact moment an enquiry should take over — before the interface is built.
- 02
Retrieval rule
The assistant reads current CMS-published project, editorial, and buyer content, so an approved content update is reflected in the response layer without duplicating it.
- 03
Safe fallback
When a request is unknown, unpublished, or too specific for the record, the assistant says so plainly and guides the visitor into the relevant enquiry path.
- 04
Voice inputs
Visitors can speak a request instead of typing it, making it easier to ask for project details, availability, or the right next step while on the move.
Brand visibility
Built to be found. Designed to be quoted accurately.
Codex supported the search and answer-engine implementation: making PGR Infra’s verified facts crawlable, measurable, and legible to Google and the AI systems buyers increasingly use to research a brand.
Search visibility and AI visibility are the same product problem.
A buyer and an answer engine both need the same thing: a stable, authoritative record they can verify without filling gaps with assumptions. The implementation keeps one source of truth readable to both.
Crawlable facts
Server-rendered content, sitemaps, and structured data make the published record legible.
Verified identity
Company and project claims remain tied to the client’s approved records.
- 01
Search foundation
Google Search Console, Analytics, Bing Webmaster Tools, conversion tracking, crawl directives, and mobile performance measurement establish a search surface that can be observed and improved.
- 02
Answer-engine foundation
Server-rendered facts, schema.org data, a consistent entity definition, llms.txt guidance, and answer-first page content give ChatGPT, Claude, Gemini, and other systems a clear source to read.
- 03
Accuracy before recommendation
The immediate standard is not an unverified ranking claim. It is ensuring the brand is identified and described from its published facts — with unknown details left unanswered rather than invented.
Evidence captured
Search, analytics, and answer-engine captures document how the published PGR Infra record is being surfaced and understood.
Google Search Console
Three-month performance: 86 clicks, 1.28K impressions, 6.7% CTR, and an average position of 8.9.
Google Analytics
28-day engagement snapshot: 128 active users, 126 new users, 1m 42s average engagement, and 1.2K events.
Answer-engine evidence
ChatGPT
Identifies PGR Infra Projects Pvt. Ltd. as the real-estate developer and surfaces PGR Infra sources.
Deployment & Testing
Made testable before it became client-ready.
A deliberate delivery path connected the original design work to a live, client-owned platform: Figma established the direction, Readdy.ai made it interactive early, GitHub tracked the source, Codex implemented the production system, and Vercel previews supported testing before the Hostinger release.
Figma → Readdy.ai
Approved interface intent became a functional prototype for reviewing journeys, content, and responsive behaviour together.
GitHub → Codex
The prototype became a versioned codebase, then a production implementation with Sanity CMS, the retrieval assistant, Zoho ZeptoMail, and AI visibility work.
Vercel → Hostinger
Preview deployments made the experience testable with the client; after approval, the verified code was released into the client’s Hostinger environment.
From review to release
One delivery chain, with every decision easy to inspect.
The delivery workflow kept design, implementation, testing, and hosting connected rather than treating launch as a final handoff. That made it possible to present a working product earlier, collect actionable feedback, and preserve a traceable path to the live site.
- 01
Preview before production
Vercel’s Hobby plan supplied a shareable environment for functional checks, client walkthroughs, and feedback before the release decision.
- 02
Versioned by default
GitHub preserved the evolving source between Readdy.ai, Codex, and each deployment target, making changes attributable and reviewable.
- 03
Live on client infrastructure
After approval, the same tested implementation moved to Hostinger, where the client owns the live domain, environment settings, and ongoing release surface.
- 04
One implementation surface
The CMS, assistant, secure email delivery, and AI visibility improvements were implemented as one connected production system — not separate demonstrations.
Deployment evidence
GitHub
The functional prototype moved into a versioned repository, giving the delivery work a reviewable source of truth from Readdy.ai through implementation.
Outcome
Built to launch now. Designed to keep moving.
The result is a responsive real-estate platform that gives visitors clearer answers and gives the PGR Infra team a durable foundation to evolve.
Responsive Design
A consistent, accessible property journey across mobile, tablet, and desktop.
Headless CMS
Sanity keeps project pages, editorial content, and updates current without a code release.
Retrieval Chat Assistant
Answers stay grounded in approved content, with a clear handoff when a person is needed.
AI Visibility
Structured content helps search and AI systems identify PGR Infra accurately and confidently.
Continue exploring
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