FAHW SITE REDESIGN

Website redesign and new page development project for a prominent home and appliance warranty company.

While at Pacific Digital Marketing acted as one of the UX Design Leads for a website redesign project for First American Home Warranty.

Created user flow diagrams to identify pain points and determined potential areas for impactful redesign through UX research methodology. Designed improved versions of website pages/sections in Figma, presented concepts in client meetings for feedback, and prepared final assets for handoff to development team.

The most influential of these initiatives was a redesign of FAHW's homepage. The research process identified that because the homepage did not follow an intuitive flow of information, users often only had a general idea of the service being provided and were not confident enough in their understanding of the warranty coverage to make a purchase. 

Prioritized improving the visual design of high impact sections, restructured the page to create a more intuitive flow, and consolidated content to minimize unnecessary scrolling with the goal of improving user retention and reducing bounce rate. Every section, besides the hero and navigation per client request, was redesigned to improve the information hierarchy and general user flow.