Lead Product Designer shaping design systems, AI strategy, and scalable product experiences.
A website redesign shaped around the buyer journey: making information easier to find from first exploration through building or purchasing a home.
Simonini wanted a content-rich site that could support buyers at different stages, from initial interest to building or purchasing. The site also needed to answer common questions and help the sales team connect with people ready for a conversation.
1. The old website home page
2. Sitemap
3. Content and user journey mapping
4. Page structure mapping
5. The new website home page
6. Mobile views of the home page
Tools: SketchApp, Flowmapp, Zeplin
The existing site offered multiple ways into specific pages, making its structure difficult to understand and remember. The redesign began by examining that structure and identifying where the experience introduced friction.
How could the site guide buyers through a complex decision without making them work to find the right path?
The sitemap organized the major paths through the site, giving the team a clearer foundation for page structure and navigation.
The content planning document connected each page to its purpose, buyer journey, missing content, and technical requirements. It helped the team define the experience and identify limitations before moving into prototypes.
After identifying content sections in the sitemap content planning document, we set up the page structure within “Flowmapp.com,” a sitemap and UX tool that includes cross collaboration between team members.
This early whiteboard wireframe explored the order of information on the page. It moves from home imagery and what sets Simonini apart to the building timeline, cost and financing details, and a way to get in touch—connecting the inspiration that brings buyers to the site with the practical questions they may have next.
