Panorama Exposé

Context & Contribution

The Exposé is one of ImmoScout24’s most important product areas, connecting seeker decisions, agent leads and internal requirements across monetisation, SEO, media placements and premium products. This business relevance is especially important as Scout24’s Professional segment, which includes agents, accounts for 72% of Group revenue in 2024.

I led the UX & UI work for the broader Exposé redesign and Panorama Exposé, including aligning and integrating input from other designers and teams. After around eight years without a major update, the experience relied on outdated formats, while Panorama needed to better reflect the value of ImmoScout24’s most premium placement.

Before: Underused premium space

The original version relied on a single hero image, generous white space and brand bars to create agent visibility. The white space came from the absence of third-party ads, a key selling point of the Panorama Exposé. While the ad-free layout gave the listing more focus, the above-the-fold area felt underused and lacked the visual impact.

Intermediate: Broader redesign signals

As part of the broader Exposé redesign, we introduced a five-image gallery, building on earlier input from a previous designer, to strengthen visual storytelling and align with international standards.

Moving ads to the side freed up the above-the-fold area and moved key content, including the sticky contact box, higher on the page. While this made the ad-free Panorama Exposé feel more coherent, it was still not distinctive enough and left the side whitespace underused.

The broader Exposé redesign test (not Panorama-only) showed positive signals across all listing Exposé types:

• Increased Exposé sharing

• Improved contact form engagement

• Higher checkout traffic for Plus products

• Stable performance across all Exposé types (including Panorama)

After: Immersive premium experience

The final Panorama layout turns the Exposé into a full-viewport, image-led experience. Four large images use the space more intentionally, create a stronger first impression and draw seekers into the property.

Refined content width adds a more balanced, spacious and premium feel, better reflecting the value of ImmoScout24’s most exclusive placement.

Key Design Decisions

1. Use empty space for premium imagery
The ad-free area became a larger, more immersive gallery.

2. Create value through experience, not branding
Panorama felt more premium through space, imagery and focus, while stronger branding stayed part of the Exklusiv-Exposé upsell.

3. Keep conversion visible
The sticky contact card stayed prominent on scroll, so the visual impact still supported the lead journey.

Impact of the Panorama Redesign

The redesign made Panorama Exposé feel more distinctive and valuable by translating its promise of maximum visibility into a full-viewport, image-led experience.

It also sharpened the product story for Sales: Panorama delivered the premium, ad-free listing experience, while Exklusiv-Exposé remained the stronger branding upsell, allowing agents to use available ad spaces for their own branded ads, supported by Brandbar and logo.