The challenge:
Steadfast Living is a team of professionals that manages a diverse portfolio of residential communities across the country. They had just completed a rebrand to modernize the brand look and feel as well as elevate brand perception with a focus on updated homes, excellent customer service, being playful, and pet friendly.
Our goal was to build a new corporate site and incorporate all community sites within one brand experience, showcasing the new brand.
My role:
I provided creative and UX direction for the website redesign while also partnering with the developer and 3rd party vendor. To ensure project success, I worked closely with Steadfast leadership, the web designer, UX, content, SEO, and development teams to understand the new brand, the Steadfast UVP, and the various personas and the challenges faced with the existing website’s UX/UI.
As we set out to solve the challenges of the existing site, I facilitated several requirements gathering and design sprint sessions, which included all teams, to ensure the complete context of user needs, brand personality, and technology needs and solutions were aligned. With a tight timeline and numerous UX challenges, we started with the most complicated piece first, the one-page scroll community pages.
We explored ways of handling multiple areas of interactive content in one space. Each community page offers a list or grid view, and invites users to:
Search by price, bed/bath, home size and availability
View and download 2D and 3D floor plans
See community map with home location
Schedule a tour
Contact the Steadfast team
Lease a home online
View home and community features
Explore surrounding areas (dining, shopping, schools, etc.)
We focused on functionality first, and then applied their new brand look and feel, adding motion to the shape, line and overlay elements for an elevated visual effect. Additionally, we captured their brand personality with playful messaging throughout the user experience.
The result:
The website experience showcased a cohesive brand experience for all communities within the Steadfast Living family of communities. Additionally, perspective home renters could peruse available homes and apply online, making the rental process simplified.
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