💡 Key Insights
The minimalist “Google-like” header lacked a primary navigation menu, leaving users disoriented and impeding their ability to explore available apartments effectively.
Boosted online tour scheduling with an intuitive overlay form.
Increased leasing conversions with an improved lease flow and inline pricing.
Enhanced user satisfaction with a visually engaging search experience.
To inform the redesign, I conducted comprehensive research to understand user behaviors and preferences:
User Testing: Engaged 20 participants in 30-minute sessions to identify pain points in the search and leasing process.
Analytics Review: Discovered that many website visitors were existing tenants exploring additional apartments, reflecting strong customer loyalty.
💡 Key Insights
Users prioritized visuals, including images and videos, when searching for apartments.
Pricing, amenities, and proximity to work-from-home essentials like fitness centers were key decision factors.
To address the identified challenges and align with Prometheus’s goals, I led the design of several key improvements:
Navigation Redesign: Introduced a consistent primary navigation menu across all pages, simplifying user journeys and improving access to key sections like apartment search and neighborhood details.
Enhanced Apartment Search: Made filters more intuitive, added a "preview" feature for quick apartment details, and enabled favoriting functionality for easier comparisons across neighborhoods.
Revamped Neighborhood Pages: Highlighted amenities and features with high-quality visuals and videos, reorganized text-heavy layouts, and embedded tools for viewing available units and pricing directly on the page.
Streamlined Conversion Points: Simplified scheduling tours with an overlay form, redesigned the lease flow to display unit details and pricing inline, and enabled users to request quotes directly on the page.
💡 Key Insights
Enhancing visual engagement and simplifying navigation were crucial to improving the user experience and increasing conversions.
The redesigned website offered:
Intuitive Navigation: A consistent primary navigation menu that simplified user journeys and improved access to key sections.
Engaging Apartment Search: Intuitive filters, quick "preview" features, and favoriting functionality for easier apartment comparisons.
Visually Rich Neighborhood Pages: High-quality visuals and videos showcasing amenities and features, with tools for viewing available units and pricing directly on the page.
Simplified Conversion Processes: Streamlined tour scheduling with an overlay form, redesigned lease flow with inline unit details and pricing, and options for users to request quotes directly on the page.
⭐️ Key Feature
The favoriting functionality allowed users to save and compare apartments across different neighborhoods, enhancing their decision-making process.
The redesign led to significant improvements:
Increased Conversions: Online tour scheduling and leasing rates saw significant growth due to streamlined processes.
Improved User Experience: Positive feedback highlighted the ease of apartment searching and leasing.
Better Leads for Staff: Enhanced tools provided more qualified leads, saving staff time and improving tenant engagement.
Email Campaign Success: Introduced marketing features like personalized email outreach and favoriting functionality, driving additional conversions.
🗣️ Client Internal Feedback
"The new website makes finding and leasing an apartment so much easier and more enjoyable." - Prometheus Leasing Team
Boosted online tour scheduling with an intuitive overlay form.
Increased leasing conversions with an improved lease flow and inline pricing.
Enhanced user satisfaction with a visually engaging search experience.
The Future
The success of this project has positioned Prometheus to continue leveraging its digital platform for enhanced customer engagement and operational efficiency. The redesigned website provides a scalable foundation for future enhancements and features.
💡 Key Insight
The integration of high-quality visuals, intuitive navigation, and streamlined processes has set a new standard for Prometheus’s digital presence, paving the way for ongoing innovation.
Reflection
This project reinforced the importance of aligning digital experiences with brand values and user expectations. By focusing on user needs and seamlessly integrating branding elements, we created an engaging and efficient digital experience that resonates with users and supports business objectives.