DRHORTON.COM
D.R. Horton is a home construction company, and unlike its competitors, homes are built with or without a buyer.
Because of this, the emphasis is on move-in ready homes.
ROLE
lead UX/UI, copywriter
AUDIENCE
home buyers, real estate agents
GOAL
sell more houses
MINDSET
simplify, modernize, clarify
Where we started
It began with research. The team's UX designer started interviewing our users in model homes and talking to our marketers and sales agents.
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Then I took on the role. I lead interviews, heuristic evaluations, and researched with the team.
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Through this, we uncovered the issues our users experienced on the current website.
Problems found
ISSUES FINDING AVAILABLE HOMES QUICKLY
LOST IN A SEA OF BUTTONS
MOBILE EXPERIENCE IS LACKING
UNCLEAR INFORMATION HEIRARCHY
ACCESSIBILITY ISSUES
LACK OF CLARITY IN COPYWRITING AND DESIGN
SOLUTIONS + DESIGN
Make it easy to find available homes.
People don't necessarily care about the home brand they buy. All they care about is location and price.
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Goal: Put a greater emphasis on search.
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Search was put front and center on the homepage with no distracting CTAs around it.
The map was elevated, simplified, and enlarged to emphasize where we build communities.
Do users know what they are clicking on?
According to user tests, not really.
Goal: simplify and separate.
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One of the most important features of the redesign was creating a visual difference between communities and available homes.
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Where this matters the most is in cards and page layouts.
Community cards
Old
New
Available home cards
Old
New
Current
Community
Available home
Redesign
Community
Available home
Getting to the point
Oh my god, so much useless copy in such a bland voice.
Goal: explain in the simplest terms and add some sparkle.
The careers page was paragraphs long and repelled users.
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Polishing the copy and including employee photos showed a more complete picture of who we are as a company.
Want to read more? Head over to my copywriting examples.
