Role
I led the our first mobile (web) experience from concept to release. This included talking to users and stakeholders, ideation, designing of UX/UI, coordinating engineering handoff, and some front-end development.
Project
Mobile Homebuilding Experience, Atmos
January, 2023
Background
50% of Atmos platform views are mobile devices, yet our mobile experience was a dead-end contact form.
Direction Development
How can we provide a better up-front experience for homebuyers?
1. Sharing
Content often gets forgotten about because it is sent to be viewed on mobile.
2. Light Browsing Experience
Users reserve big, technical decisions for sitting down at a desktop with their spouse.
3. Existing Behavior
Many of our users were actively browsing homes on their phone (Zillow, Airbnb).
Stakeholder Insights
All In One Place
“Viewing homes on desktop while communicating with homebuyers via mobile is creating a cumbersome experience.” - Sales Team
Directing Traffic to Mobile
“We shy away from email and social media campaigns because there was no experience to click-through to on mobile.” - Marketing Team
Conclusions and Direction
A mobile home browse experience will allow users to progress further through the home building journey on their own.
Approachable
Home browsing on mobile will allow users to make decisions through casual engagement
Collaborative
Viewing homes on mobile reduces friction in the sharing of listings between homebuyers and their collaborators
Designing a home browsing experience
A familiar browsing experience will allow an easier entry into the traditionally overwhelming process of building a custom home.
Mobile Browsing Flow Exploration
The desktop experience had both homes and lots, so the flow between our mobile and desktop experiences needed to be seamless.
Cross Platform Experience
The desktop experience had both homes and lots, so the flow between our mobile and desktop experiences needed to be seamless.
Browsing on Mobile, Desktop to Review
Reserving the biggest decision for Desktop would allow for more approachable home and lot browsing experiences by focusing around engaging mobile experiences.
Home Discovery on Mobiles
To capture the 50% of users visiting Atmos, the most engaging experience should be provided up front, which is the ability to browse homes and dream.
Final Flow
The Mobile experience was limited to home-browsing only to start, which was slightly different than the desktop experience. So, the flow between our mobile and desktop experiences needed to be seamless.
Features & Functions
The first release included only the most essential features to allow homebuyers to have a valuable experience.
Catalog
A content-rich, engaging home plan browsing experience offering a space to explore casually and a path forward.
Filtering
Easily accessible filters allow for a personal browsing experience.
Saving
Persistent across linked accounts between mobile, desktop, and collaborators.
Listing Information
The right amount of information to evoke an opinion and not overwhelm.
Final Outcomes
Time-on-site increase: 40%
Homebuyers stayed on the Mobile web experience longer because there was now valuable content to engage with
Retention increase: 30%
The value of being able to explore home plans without friction was worth returning multiple times to the mobile experience.
Released before 2023 Press
This released was scoped precisely to fit into a tight development window before a large increase in Mobile traffic from Press.
Homebuilding Platform Redesign
August, 2022