From Browsing to Buying: How Isadora Agency Optimized the Brookfield Residential Website

Leading home builder and land developer Brookfield Residential partnered with Isadora Agency for ongoing user experience design to enhance the brand’s website and marketing tools. In addition to an improved user experience design, we created new visuals to display their beautiful communities.

Overview

Brookfield Residential develops sustainable communities with the goal to create the best places to call home. Their award-winning master-planned communities are composed of premiere homes and commercial properties. Their communities are built to add value and enrich their homebuyers’ quality of life. Brookfield Residential desired to create an effortless experience for homebuyers to find their dream home.

Strategy

With homebuyers in mind, we created a strategic user experience that would answer all of their objectives. We started by researching Brookfield Residential’s typical buyers, creating personas and user journeys, and then recruiting and interviewing similar users. Then, when we had a better understanding of user needs, we were able to redesign the homebuying experience, with a focus on community and home cards. As a result, the cards included icons, key information, and tour options. Secondly, the enhanced interactive maps included realistic landscapes and color coding to display home availability.

Isadora Marlow Margon, President at Isadora Agency, said:

Our team had to learn a whole new industry vocabulary while gaining a deep knowledge of how master planned communities are developed and marketed. Combined with user research, this allowed us to understand the nuances of home buyer needs while developing a first to market interactive community map and home shopping experience. I’m incredibly proud to continue to develop products that give Brookfield Residential the competitive edge they deserve.

Graphic Elements Interactive 2D Map

The updated shopping experience centers around an interactive, searchable map of Brookfield Residential properties. The addition of the map UI elements improved the user experience design, making it easier for users to navigate and find specific home details, community amenities, and book a tour from mobile and desktop devices.

Mobile Experience For 2D Map

While homebuyers are out looking at properties, they rely heavily on their mobile devices. Therefore, it was essential that we consider mobile-specific usability needs and interaction patterns to create a mobile friendly map to accompany them in their homebuying process.

Community Page

Brookfield Residential doesn’t only build homes, they foster community. Adding a robust community page was vital. The page includes bold and colorful imagery that helps buyers imagine themselves living on-site and informs homebuyers of invaluable community features and nearby amenities.

Neighborhood Page

Showcasing Brookfield’s neighborhoods via user experience design provides a holistic view for homebuyers of the various home styles available to them and the makeup of their immediate surroundings. Neighborhood pages help homebuyers find the right place for themselves and their families within Brookfield Residential’s master-planned communities.

Home

Through the use of imagery and icons, the home pages make it easy for homebuyers to view floorplans and models at their leisure. The improved user experience design of these most important pages in the conversion funnel clearly lays out all important information, linking off to community and neighborhood pages for more information, and allowing users to contact a sales consultant or book a self-guided tour and begin the purchasing process.

Schedule Your Visit

An important conversion that was necessary to the site was a form to schedule home tours. From any point in the search for a new home, users can schedule a self-guided tour of any model home, plus reach sales consultants to have all their questions answered. Visiting your new home in person, at your own convenience, is now just a click away.

Services

• User Research
• User Experience Strategy
• User Experience Design
• Product Design
• Development Planning
• Design System

About Isadora Agency

Isadora Agency is a web design company and leader in enterprise digital transformations via branding, UX Design, Product Design, eCommerce, and ongoing web development & management.