allmyhomes
A redesign to boost usability and drive conversions.
allmyhomes is a proptech company redefining the real estate market through a fully digital platform that connects branding, content, lead generation, and sales. After a brand shift, the Marketplace faced usability issues due to changes that lacked user testing — resulting in negative feedback and low engagement. The Problem: The new marketplace did not meet user expectations, causing frustration and reduced trust in the platform. A redesign was needed to improve clarity, usability, and conversion. My Role: I was responsible for the UX and UI redesign of the homepage and project page — including ux research, competitor research, design exploration, wireframing, visual design, and prototyping in close collaboration with stakeholders.
Client
allmyhomes
Services
UI & UX Design
Industries
Proptech
Date
2022-2023
Following the Design Thinking approach, I began with research and discovery to understand user needs and pain points. This included interviews, A/B testing, and guerrilla testing to gather qualitative and quantitative insights. Based on the findings, I synthesized key insights into clear design goals. These informed the ideation and concept phase, where I explored multiple layout and content structures. Wireframes and prototypes were created and tested iteratively, ensuring each step aligned with both user expectations and business objectives. Collaboration with stakeholders played a key role in refining the design and aligning it with the updated brand strategy.
The redesign significantly improved key user metrics. Sign-up rates grew by 35% year-over-year, reflecting stronger user interest and engagement. Mobile and desktop usability also saw major improvements, with a 197% increase in mobile search button usage and a 105% increase on desktop — indicating smoother navigation and easier access to key features across devices. Additionally, the bounce rate dropped, showing that users found the updated homepage more relevant and engaging, leading to better retention and deeper exploration of the platform.
