An Innovative New Avenue for Real Estate
A comprehensive initiative to transform the outdated digital experience of AvenueOne, a leading platform for real estate investment and management, enhancing its usability and aligning it with modern industry standards.
SUMMARYLead UX Designer
• UX Research
• Wireframing
• Prototyping
• Annotations
MY ROLE
TASK AT HANDAvenue One’s mission to innovate real estate investment and management necessitated a modern, user-centric digital platform. Partnering with key stakeholders, we revamped their site both visually and experientially. We enhanced the user experience by showcasing their unique offerings and streamlining access to essential tools and resources.
Given the ambitious timeline, we executed the redesign efficiently to meet critical deadlines, ensuring the new digital presence aligned with AvenueOne’s strategic goals and elevated their market position.
THE APPROACHThe Starting Point
We conducted a comprehensive audit of Avenue One’s website, digital ecosystem, and enterprise architecture, identifying strengths, weaknesses, and opportunities for improvement as we charted a path forward.
Snapshot of previous homepage
Extracting positive aspects from existing site
Phases in Focus
Implementing three key phases—Discovery, Define, and Design—ensured a comprehensive redesign. Each phase was crucial in transforming Avenue One’s digital presence to align with their strategic goals and refreshed brand identity. By closely collaborating with stakeholders and focusing on rapid implementation, we delivered a seamless, user-centric experience that supports Avenue One’s mission and business objectives.
Discovery Phase
We conducted a comprehensive landscape assessment of customer experiences across the real estate investment and management sectors. This evaluation, integral to our Define process, highlighted best-in-class examples for reference.
LANDSCAPE AUDITSDefine Phase
Collaborating with the Strategy team, we crafted a comprehensive Content Requirement Document (CRD) that defined our 24-component module library, securing client approval before moving to the Design Phase.
Concurrently, we held workshops with the Visual Design team to develop the new visual identity during our look-and-feel phase. This established a tangible North Star, guiding the creation of the new user experience and content hierarchy throughout each subsequent sprint and design review.
LOOK & FEELCRD | MODULE LIBRARYDesign Phase
Due to the compressed timeline for launch, we worked within the structure of two design sprints. Collaborating closely with strategy and visual design teams, we iterated and refined wireframes to meet CRD requirements, facilitating the complete build-out of our new design system. At the conclusion of each sprint, I meticulously annotated each module and template in Confluence, providing detailed guidance and collaborating with our internal development team to ensure successful site implementation.
Templates
Guided by the initial Zone Diagrams, we developed 12 templates outlining the full range of page instances, modules, and features for the new Avenue One experience. Below are some key examples.
Homepage
The homepage serves as the website's front door, introducing the brand and its capabilities while guiding users to relevant pages such as Brand Detail Pages, Solution Detail Pages, and Article Detail Pages.
Our Story Landing Page
Convey the brand's story and expertise while emphasizing key aspects and compelling reasons to believe. It should link users to the broader offering and provide touchpoints that demonstrate the brand’s authority and credibility, guiding them to additional pages for further information.
Article Detail Page
Designed for all editorial content, including Insight articles and Press Releases, this template features a distinct Article Hero, Recirculation Module, and Contact Form, with an optional Author Highlight.
Contact Us
Offer users a seamless way to reach out when they’re ready to take the next step with Avenue One. This touchpoint also allows us to gather essential information, preparing the Avenue One team to assist prospects effectively.
Modules
We developed 24 modules as the building blocks for our templates. Here are some key examples.
Annotations
In this time-sensitive project, expertise combined with attention to detail in functional documentation ensured a smooth development process. Via Figma and Confluence, I annotated 12 page templates and 24 module components.
Key Takeaways
Collaborating closely with a product strategist, producer, and visual designer, we partnered with key stakeholders to refine content hierarchy, visual identity, and interactions. Together, we transformed the site from untapped potential into a cohesive and engaging real estate investment platform. During this project, I honed my skills in developing and executing a CRD, creating animation prototypes, and producing meticulous annotations to ensure effective implementation.
Experience the Transformation of Avenue One
Credits
DESIGNAddi Hou
Sanchi Oberoi
TEAMAnna Kim
Aaron Wachsstock
Cory Magrys
TOOLSFigma
Confluence
Airtable
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