Process Overview

data receipt & Existing page analysis

The destination page has a bad performance comparing to other pages. Below is the supporting data from PM:

attempt 1: easy fix

Wireframes & Explorations:

(Since we have a 80% established design system, i skipped mid-fi but directly did hi-fi.
and our teams prefer to see things in hi-fi anyway)

I had 3 versions, the key focus is to bring communities above fold, and have actual search & care type input for users to switch between locations and care types.

I also tried some “real filter” function, and “map”, and “recent viewed” communities to make the search easier.

FEEDBACK & new requirements

The versions we did gave the PM a clear idea what they want and what they don’t.
SVP of product thinks brought up an interesting perspective: do we want it to be a search page (like V2 and V3) or do we want it to be be acquisition page only? (Like V1)

If it’s a search page only, we only need to focus on communities search of a certain location with filter & sort.
If it’s an acquisition page, we should be showing different information related to this destination (= a landing page).

attempt 2: think outside of the box

Design 2 versions of vision:

Between convo between me and my manager, we decided to do two version.
We ditched what we have and focused on what “vision” can we come up. I designed 2 versions within our design system and tried to use existing components so our vision can become reality more possibly.

Complete the flow and usability testing prep:

By reviewing in the design team, I combined the best of two versions and come up with a final vision in both desktop and mobile design.

We want to do user testing for this vision page. But we also want to make sure we are testing a real flow for usability. So i did more exploration and added a ideal “search” page - when users click “View more communities”from destination page, they will land on the actual search page to see the listings they want to see.

On mobile:

User testing result & presenting to PM and stakeholder:

Before we went back to the PM and stakeholders, I created the prototype and validated via our user testing account first to see how users react to support our design ideas. The feedback we received from users are mostly positve.

attempt 3: push back & iteration

Feedback from the dev lead:

1. Ditch search for now - devs don’t have enough people and time to work on it

2. Remove sticky menu- though we have it on community it doesn’t perform well on the dev end

3. Ditch price comparing chart- since it’s interactive, it takes time and efforts too

Feedback from the stakeholders:

1. Love the map and search, want to keep our existing destination structure and and want to find a way to combine destination and search.

2. Since the new service module is welcomed, we should find an easier way to embed into the existing destination page.

3. Add the lead gen form back in.

Design iteration:

Took a few step back and combined the ideas from both dev and stakeholders.Made another design based on current page.

User testing for updated design to validate our ideas:

Though this version is pretty much similar to our original destination, with new modules added, we received very positive feedback. And opposite to stakeholders’ opinions, our users don’t like the lead gen idea but expect a “real search” function above the fold.

attempt 4: push back & baby steps

Feedback from the dev lead:

1. Remove map - require too much time and energ

2. A lot of filters are not realistic from the backend like neighborhood & pricing.

Feedback from stakeholders:

1. Design a care quiz flow so the new care type module can be used for other pages.(Even CTA on home page)

2. A/B testing for the lead gen design

3. Need text content above the fold for SEO purpose