This case study dives into our team’s challenge of developing a completely new online custom home browsing experience for BFS, designed specifically for exploring new construction properties for sale. Our focus was on leveraging user research to create an engaging, distinctive, and thoughtful platform that differentiates itself in a competitive market.
The property browsing space is crowded, with most platforms primarily focusing on existing homes. New construction, however, is often overlooked despite its growing popularity. With its deep industry expertise, BFS identified a unique opportunity to fill this gap and create a standout browsing experience tailored specifically for new construction homes. My goal was to design a platform that simplified the home-building process while making it competitive in a saturated market.
To ground the project, I delved into the existing research, including stakeholder and user interviews conducted by a prior team. This allowed me to synthesize findings and set the stage for the design process. My approach was focused on making the journey of finding the perfect custom home as seamless and intuitive as possible, ensuring the platform met user needs at every stage.
Developing the service blueprint was a pivotal step in this project. I worked to create a clear roadmap that outlined the complex workflows necessary for integrating builder databases, design customization tools, and communication channels. A major challenge was helping the client visualize how these elements would connect and establishing the required systems to support the platform. The blueprint ensured that all components worked harmoniously, providing a comprehensive framework that supported BFS’s vision for a user-centric and competitive browsing experience for custom homes.
Mapping the user journey was essential in identifying the pain points that customers face throughout the unfamiliar and decision-heavy process of building a custom home. I visualized the customer experience from start to finish, highlighting moments of confusion, frustration, and indecision, such as understanding builder options, managing customization choices, and tracking project timelines. By pinpointing these pain points, I was able to design solutions that streamlined the decision-making process, provided clear guidance, and alleviated frustration. The journey map ultimately served as the foundation for building a more intuitive, user-friendly platform.
Drawing from the user interview synthesis, I created two core user personas:
Beginner Home Builder:
I focused on creating an intuitive platform that simplifies these decisions, offers expert guidance, and builds trust with clear, step-by-step instructions. Key features like guided workflows, builder reviews, and FAQs were designed to reduce stress and provide clarity at every step.
Experienced Home Builder:
The focus was also kept on building a platform that allows these users to easily find the right builder and manage the customization and construction process. Advanced search filters, detailing community and builder pages were included to cater to their specific needs and empower them throughout the process.
Creating a sitemap was crucial in ensuring intuitive navigation for both beginner and experienced users. I carefully structured the hierarchy of the site to ensure seamless user flow, regardless of the user’s experience with home building. As the site’s content grew, particularly with educational resources, the sitemap was designed to evolve, ensuring scalability and usability over time.
Guided by extensive user research, I began designing an experience that catered to both novice and seasoned home builders. The design aimed to simplify complex decisions for beginners, while empowering experienced builders with advanced tools and customization options. Every element of the platform was crafted to reduce friction, build confidence, and create a smooth journey for users, ensuring the platform stood out in the competitive property browsing space.
The wireframing process helped translate user needs into a clear, structured interface. Starting with low-fidelity sketches, I focused on core user journeys, ensuring the design catered to both beginners and experienced users. For beginners, the wireframes prioritized simplicity and guidance, with clear calls to action, step-by-step workflows, and educational content. For experienced users, I incorporated advanced search tools, customizable features, and direct access to builder portfolios. Iterative feedback loops were essential to refine the design and ensure usability across all stages.
I led all handoff meetings and collaborated with the Business Analysts (BAs) to ensure technical requirements were met. I also partnered with the development team to ensure smooth transitions and that no detail was overlooked. Annotations and thorough documentation were key to a successful handoff to the development team.
Throughout the project, I worked closely with the lead designer to address any open questions about functionality and ideate on design solutions. To ensure a smooth creative review process with the client, I assisted in creating presentation decks and defended UX decisions during formal client meetings.
In the final phase, I supported the visual QA and development teams to ensure the platform's functionality and user experience were maintained through the launch. I worked closely with the team to assist with the final push before going live, ensuring the platform delivered on its promise of simplicity, clarity, and user-centric design.
This project allowed me to blend research, design, and collaboration to create a platform that addresses the needs of both beginner and experienced home builders. By focusing on simplicity, personalization, and intuitive navigation, I was able to deliver an experience that empowers users to make confident decisions. The custom home build platform not only provides a seamless journey but also stands out in a competitive market by offering tailored solutions for diverse user needs. This project was a rewarding opportunity to craft a user-centric platform that will continue to grow and adapt as the industry evolves.