Sylvan Homes
While working as a Sr. UX/UI Designer at Sylvan Road Capital, I was tasked with redesigning the Sylvanhs.com website. The primary goal was to improve user engagement and conversion rates by creating a more intuitive, visually appealing, and user-centric platform for potential tenants. This project aimed to address critical pain points identified through user research, including clunky navigation, missing user login features, and poorly optimized property search tools.
client
role
time line
live project
The Ask
The client wanted a complete website overhaul to improve conversion rates, reduce bounce rates, and enhance the overall user experience. My objective was to design a website that not only showcased properties effectively but also addressed common user frustrations, including the inability to save favorites, confusing search filters, and inconsistent image quality.
The Design
The design phase focused on creating a more visually engaging and user-friendly experience that addressed the pain points identified in the research. I started by reimagining the property listings, removing watermarks to present cleaner images while incorporating critical details like square footage to support better user decision-making. The landing page was revamped with high-impact image galleries to capture attention and provide an immersive first impression. I also optimized the navigation, introducing a streamlined search bar and improved dropdown functionality to make finding properties faster and more intuitive. Secondary links like 'About Us' were relocated to the footer, freeing up valuable space for core content and enhancing overall usability. Additionally, I refined the map view, incorporating larger, cleaner hover tooltips with high-quality images to create a more informative and visually satisfying experience for users. This design approach aimed to elevate Sylvanhs.com into a modern, user-centric platform that better aligns with the needs and expectations of its audience.
the development
While this project was not implemented, the designs were delivered as high-fidelity prototypes in Figma, complete with a style guide and design system for a seamless handoff to the development team. The designs emphasized scalability, performance, and accessibility, ensuring the platform could evolve as the business grew.
the takeaway
This project highlighted the importance of aligning design decisions with real user data. By focusing on tenant priorities like location, safety, and property features, I developed a design that not only addressed the immediate pain points but also positioned Sylvanhs.com as a more competitive player in the rental market. The project demonstrated the impact of thoughtful UX/UI design on user satisfaction, engagement, and long-term business growth.
