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

Brookfield Residential

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

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Brookfield Residential

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

Overview

Brookfield Residential develops sustainable communities with the goal to create the best places to call home. The company’s award-winning master-planned developments combine premiere homes with commercial properties, resulting in communities that are built to add value and enrich homeowners’ quality of life. Brookfield Residential wanted an effortless experience to help buyers find their dream homes.

Brookfield

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

Strategy

With homebuyers in mind, our user experience design team developed a strategic approach that would address all of Brookfield Residential’s objectives. We started by researching typical buyers, creating personas and user journeys, then recruiting and interviewing similar users. With a solid understanding of user needs, we redesigned the homebuying experience, to focus on community and home. Home listings included icons, key information, and tour options. Enhanced interactive maps combined realistic landscapes with color coding to display home availability.

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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.

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Isadora Marlow Morgan President

GRAPHIC ELEMENTS INTERACTIVE 2D MAP

The updated shopping experience is centered around an interactive, searchable map of Brookfield Residential properties. UI elements make it easy to navigate and find specific home details and community amenities and book a tour from either mobile or desktop devices.

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MOBILE EXPERIENCE FOR 2D MAP

When Brookfield homebuyers research 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 map that would support an optimal home buying process.

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COMMUNITY PAGE

Brookfield Residential doesn’t only build homes, it fosters community,  so a robust community page was vital. The page includes bold and colorful imagery that helps buyers imagine themselves living on-site and acquaints them with invaluable community features and nearby amenities.

COMMUNITY PAGE

Brookfield Residential doesn’t only build homes, it fosters community,  so a robust community page was vital. The page includes bold and colorful imagery that helps buyers imagine themselves living on-site and acquaints them with invaluable community features and nearby amenities.

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NEIGHBORHOOD PAGE

Showcasing Brookfield’s neighborhoods provide a holistic view of the available home styles and the immediate surroundings. Neighborhood pages help homebuyers find the right place for themselves and their families within Brookfield Residential’s master-planned communities.

NEIGHBORHOOD PAGE

Showcasing Brookfield’s neighborhoods provide a holistic view of the available home styles and the immediate surroundings. Neighborhood pages help homebuyers find the right place for themselves and their families within Brookfield Residential’s master-planned communities.

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HOME

Through the use of imagery and icons, the home pages make it easy for buyers to view floor plans and models at their leisure. As the most important pages in the conversion funnel, the improved user experience design lays out key information. The pages link to community and neighborhood pages for more context and allow users to contact a sales consultant or book a self-guided tour to begin the purchasing process.

HOME

Through the use of imagery and icons, the home pages make it easy for buyers to view floor plans and models at their leisure. As the most important pages in the conversion funnel, the improved user experience design lays out key information. The pages link to community and neighborhood pages for more context and allow users to contact a sales consultant or book a self-guided tour to begin the purchasing process.

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SCHEDULE YOUR VISIT

An effortless form to schedule home tours was critical for conversion. From any point in the search for a new home, users can schedule a self-guided tour of any model home, and 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.

SCHEDULE YOUR VISIT

An effortless form to schedule home tours was critical for conversion. From any point in the search for a new home, users can schedule a self-guided tour of any model home, and 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.

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