BACKGROUND

This was a groundbreaking initiative that enabled buyers to customise virtually every aspect of their new property. From selecting the bedroom count, choosing the roofing and external finishes, determining the ground floor layout to picking the carpeting, fixtures and electrical points, etc. In total, there were over a million customisation possibilities. Additionally, all properties were factory-manufactured modular units before site installation. While such extensive customisation could be attractive, it might prove daunting for some customers, so striking the right balance between personalisation advantages and selection simplicity was crucial.