ScanSan is a UK property technology company. They build PAA, an AI analysis assistant used daily inside estate agencies, and blockchain infrastructure that lets owners and operators tokenise assets they already hold. They sell tools to the industry, not investments to the public. The site they had was not making that distinction, and in this sector the wrong distinction is expensive.
CLIENT
CLIENT
Scansan Properties
Scansan Properties
INDUSTRY
INDUSTRY
PropTech, Web3, AI
PropTech, Web3, AI
ROLE
ROLE
Solo UX / UI & Web Designer
Solo UX / UI & Web Designer
TOOLS
TOOLS
TOOLS
Figma, Wix Studio
Figma, Wix Studio
YEAR
YEAR
YEAR
2026
2026
THE PROBLEM
THE PROBLEM
A SOFTWARE COMPANY
A SOFTWARE COMPANY
A SOFTWARE COMPANY
READ AS AN AGENCY
READ AS AN AGENCY
READ AS AN AGENCY
Anyone arriving from a partner introduction had to work out for themselves that they were looking at a software company.
Anyone arriving from a partner introduction had to work out for themselves that they were looking at a software company.
ScanSan sells to estate agencies, property operators, developers and institutions. The site they had spoke like a high street branch: browse, enquire, we know the area. That voice was doing active harm to a company whose buyers are regulated firms with procurement processes behind them.
Both products were already working. PAA was running inside agency branches every day and the tokenisation infrastructure was built. The website was the only part of the business still describing something else.
ScanSan sells to estate agencies, property operators, developers and institutions. The site they had spoke like a high street branch: browse, enquire, we know the area. That voice was doing active harm to a company whose buyers are regulated firms with procurement processes behind them.
Both products were already working. PAA was running inside agency branches every day and the tokenisation infrastructure was built. The website was the only part of the business still describing something else.
The old Scansan Properties Website was too generic and wasn't explaining the true power of the company: The Technology.
The old Scansan Properties Website was too generic and wasn't explaining the true power of the company: The Technology.
The old Scansan Properties Website was too generic and wasn't explaining the true power of the company: The Technology.
The Research among the big FinTech / PropTech players to check how they communicate their Brand / Tech
The Research among the big FinTech / PropTech players to check how they communicate their Brand / Tech
The Research among the big FinTech / PropTech players to check how they communicate their Brand / Tech
WHAT I FOUND
WHAT I FOUND
Nobody misread the words. Everybody misread the business.
Nobody misread the words. Everybody misread the business.
Almost everyone I put the concept in front of assumed a tokenisation platform meant buying fractions of houses. It does not. ScanSan supplies the infrastructure that owners and operators use to tokenise assets they already hold.
The misread was consistent enough across sessions that it stopped being a copy problem and became a structural one. Being read as retail investment costs more than a weak first impression. It pulls in the wrong enquiries, burns sales time, and raises questions with regulated buyers that should never have been on the table.
Almost everyone I put the concept in front of assumed a tokenisation platform meant buying fractions of houses. It does not. ScanSan supplies the infrastructure that owners and operators use to tokenise assets they already hold.
The misread was consistent enough across sessions that it stopped being a copy problem and became a structural one. Being read as retail investment costs more than a weak first impression. It pulls in the wrong enquiries, burns sales time, and raises questions with regulated buyers that should never have been on the table.
THE DECISION
THE DECISION
Lead with the product in daily use. Let the newer one stand behind it.
Lead with the product in daily use. Let the newer one stand behind it.
Three solutions, unequal maturity. PAA has agencies using it every day and reviews to prove it. Tokenisation is newer, harder to explain, and carries more regulatory weight. So the homepage opens on the AI assistant, which establishes competence with something real, and the infrastructure sits behind it as evidence of range rather than as the pitch.
I pushed back on giving each product its own front door. Three microsites would have read as three small companies and cost more to a Startup with tight budgets. The credibility comes from one company holding all of it, and the homepage had to be the proof of that.
Three solutions, unequal maturity. PAA has agencies using it every day and reviews to prove it. Tokenisation is newer, harder to explain, and carries more regulatory weight. So the homepage opens on the AI assistant, which establishes competence with something real, and the infrastructure sits behind it as evidence of range rather than as the pitch.
I pushed back on giving each product its own front door. Three microsites would have read as three small companies and cost more to a Startup with tight budgets. The credibility comes from one company holding all of it, and the homepage had to be the proof of that.
THE SYSTEM
THE SYSTEM
SAY TOKENISE
SAY TOKENISE
SAY TOKENISE
NEVER SAY INVEST
NEVER SAY INVEST
NEVER SAY INVEST
The tokenisation path is written entirely in operational language, with no yield figure anywhere on the site.
The tokenisation path is written entirely in operational language, with no yield figure anywhere on the site.
What the infrastructure does, who controls the asset, how it is audited, what a transfer looks like. There is no return and no yield on any page, because a single one would reframe the product as an offer and put the site outside FCA compliance.
Imagery ran on the same rule. Anything that read as a consumer product, a smiling couple, a home, a rising chart, came out before it reached compliance review. Every instinct on a page like this says sell the upside, and here the upside is the exact thing you leave off.
What the infrastructure does, who controls the asset, how it is audited, what a transfer looks like. There is no return and no yield on any page, because a single one would reframe the product as an offer and put the site outside FCA compliance.
Imagery ran on the same rule. Anything that read as a consumer product, a smiling couple, a home, a rising chart, came out before it reached compliance review. Every instinct on a page like this says sell the upside, and here the upside is the exact thing you leave off.
This is the most restrained work I have done for anyone. It taught me that a compliance constraint is not a cage around the design, it is the brief. Once I stopped resenting it, the pages got shorter and better.
THE BUILD
THE BUILD
It left my hands. Their team kept building.
It left my hands. Their team kept building.
Built in Wix Studio, which set real limits on components and breakpoints. It got documented as a small system regardless: type scale, spacing, a fixed set of section patterns, and a solution card format that holds whether ScanSan has three products or six.
Wix Studio was the client's call and not what I would have picked. It cost me control over layout. It also means their team put the Carbon Credits page up after I finished, using the existing patterns, without me, which is the only real test of whether a system works.
Built in Wix Studio, which set real limits on components and breakpoints. It got documented as a small system regardless: type scale, spacing, a fixed set of section patterns, and a solution card format that holds whether ScanSan has three products or six.
Wix Studio was the client's call and not what I would have picked. It cost me control over layout. It also means their team put the Carbon Credits page up after I finished, using the existing patterns, without me, which is the only real test of whether a system works.
THE OUTCOME
THE OUTCOME
More people arriving. More of them staying.
More people arriving. More of them staying.
Engagement rose thirty five percent after relaunch and traffic grew alongside it. The traffic on its own would not mean much. The combination does: more people arriving and more of them staying, which means the site stopped losing them in the first ten seconds.
The handoff reduction is the number I would defend hardest. It came from the system rather than the copy, and it kept paying out on work I was no longer touching.
Engagement rose thirty five percent after relaunch and traffic grew alongside it. The traffic on its own would not mean much. The combination does: more people arriving and more of them staying, which means the site stopped losing them in the first ten seconds.
The handoff reduction is the number I would defend hardest. It came from the system rather than the copy, and it kept paying out on work I was no longer touching.
+35%
+35%
Monthly engagement after relaunch
Monthly engagement after relaunch
+147
+147
Active agents using PAA in the first three months
Active agents using PAA in the first three months
+21%
+21%
New PAA subscribers, year to date
New PAA subscribers, year to date
15%
15%
Reduction in development handoff time
Reduction in development handoff time
A relaunch is never the only thing happening in a business. ScanSan's sales activity ran in parallel, so the subscriber figure is not only attributable to the site.
A relaunch is never the only thing happening in a business. ScanSan's sales activity ran in parallel, so the subscriber figure is not only attributable to the site.
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