Driving +338% increase in form submissions through a future-ready digital experience
Fine Grain Property
Fine Grain Property is a forward-thinking property business committed to innovation, sustainability, and community. Following a brand refresh, Fine Grain partnered with 7DOTS to translate their new strategic direction into a bold, engaging digital experience that would elevate market visibility, reinforce leadership positioning, and support long-term growth.
The brief was to create a user-first platform that could engage investors, tenants, and partners, while providing the flexibility and performance needed to scale as the business and property portfolio evolve.
+338%
in form submission rate
+11%
in engagement rate
-73%
improvement in mobile Speed Index performance
The Challenge
Fine Grain Property’s existing website no longer reflected the clarity or ambition of their refreshed brand. While the business was evolving, the digital experience lagged behind, limiting engagement and failing to fully communicate the distinct value of individual properties within the wider portfolio.
The challenge was compounded by an exceptionally tight delivery timeline. Multiple stakeholders needed visibility and sign-off at pace, while the site itself required a high level of craft, performance, and flexibility. Commercially, Fine Grain needed confidence that the platform would not only launch on time, but continue to perform and adapt as the business grows.
The Solution
7DOTS brought together account management, creative, and development teams around a single, tightly coordinated delivery approach.
- Account and project management – Overlapping sprints and staggered milestones enabled progress across design, development, and approvals in parallel. Close collaboration with Fine Grain Property ensured decisions were made quickly, without losing focus on quality or outcomes.
- Creative and experience design – The creative team expanded Fine Grain Property’s refreshed brand into a flexible digital design system. Bespoke patterns and icons gave each property its own visual identity while retaining a clear family connection. Typography was reimagined by elevating the Fleya serif into a consistent headline style, creating a more human and distinctive brand presence. Pages were designed with an editorial mindset, using layout, rhythm, and imagery to tell compelling property stories.
- Front-end development – Development focused on performance, accessibility, and scalability. A component-based architecture allowed sections to be built alongside design sign-off, accelerating delivery under pressure. Modern tooling including Tailwind CSS, Vite.js, and an internal component library enabled fast builds, responsive layouts, and a flexible platform ready for future growth.
- Cross-team collaboration – Continuous communication across all teams ensured challenges were resolved quickly and calmly. Despite the compressed schedule, collaboration remained focused and proactive, resulting in a cohesive, high-quality digital experience
Metrics That Matter
The impact of the new platform was measured across engagement, experience quality, and performance.
- Engagement rate increased from 58.4% to 65% (+11% uplift), indicating stronger interaction with content and clearer user journeys.
- Mobile performance improved significantly, with Speed Index reduced from 27.8s to 7.6s (~73% improvement), supporting a smoother, more engaging experience on mobile devices.
- Desktop performance improved from 2.7s to 2.5s, reinforcing fast, reliable access across primary devices.
- Form submission rate increased from 2.1% to 9.2% (+338% uplift), showing that higher engagement translated into more confident user actions.
The Outcome
Fine Grain Property now has a digital platform that confidently represents their leadership position and long-term vision. The site delivers a more engaging and immersive experience, encouraging users to interact more deeply with the brand and its properties.
Internally, the business benefits from a scalable, component-based platform that supports efficient content management and future expansion. Externally, investors, tenants, and partners experience a clear, considered, and high-performing digital presence that builds trust and confidence.