drhorton.com + 2025
Create an experience that serves buyers the home that fits their needs.
Role
ux research / ui design
Goal
inform, guide, personalize
Project start date
2025
Our evolution
We face technology constraints, but what if we could create a website that unifies our content, delivers clear information from internal systems, and provides an intuitive, personal user experience?
Research
​Through user interviews, competitive analysis, and evaluations of our current website, we began to build the foundation.​
Interviews + users / stakeholders
​I brought teams together to collaborate in research, workshops, and interviews to uncover insights and define opportunities for improvement.
​
Interviews were conducted with both homebuyers and key members of the D.R. Horton team nationwide. D.R. Horton team members were selected based on their proximity to our buyers and to those who drive the business.
Opportunities found
The mobile experience is still not where it needs to be.
I like the different homebuyer photos, but where are the reviews?
I want to be able to see where the available home is in the community.
I like how other builders let you interact with the floorplans.
I'm used to searching websites like Zillow.
I want to see a variety of images, and 3D tours of floorplans.
Buyer personas
Personas were defined by two primary user types: first-time homebuyers and experienced homeowners.
Our goal was to reach new homeowners by educating them on the homebuying process, while our focus with experienced homeowners was to counter their preconceived notions about new home construction.
Solutions + Design
Meet the user where they are
Not only does this apply to pushing the mobile experience further, it also includes an emphasis on personalization.​
Personalize and notify
The search bar is a good first step, but let's remember them when they come back.
​
Allow the user to self-qualify - they know what they want, and we want to make it easy for them to see it without searching.
Add sparkle (and context)
It sounds easy, but a key element of this website was streamlined information and limited content authors.​
​
After conducting user interviews, we uncovered what we were missing in helping our users take the next step in their homebuying journey. Providing complete product information is a given, but we wanted to be the last stop for all their home needs. From finding the product, learning how to make the largest purchase of their lives, and how to care for the home afterwards was outlined.
Steps to improvement
Define
The project remains in progress, but the first steps of research, planning, and conceptualizing opened doors to new thought processes and how we'll continue to manage success.