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.

Design Scope & Priorities

Information Hierarchy Restructure

User research identified potential customers were often uncertain of the service being provided and were not confident enough in their understanding of the warranty coverage to make a purchase. Organization of sections was restructured to create a more intuitive flow of information.

Visual Redesign of High Impact Sections

Design overhaul of sections of the page most directly linked to customer conversation rate. Combined sections with relevant information and increase user control in order to improve learning process and decrease bounce rate.