Miller Homes Customer Journey
UX Design
Overview
I created an insight-led digital experience showcasing the purchase journey for Miller Homes customers.
The problem
Miller Homes told us their customers were often unsure and confused about the stages of the buying process when purchasing a new home.
It created delays for customers and created pressure on their sales support team.
The challenge
The brand prides itself on fantastic quality and service and wanted us to design a stand-out experience, that was equally informative and delightful for their customers.
My approach
I was leading the design effort, setting the project vision, design direction and metrics of success.
Research
I wanted to deeply understand the full customer journey:
- I did stakeholders and employees interviews
- Went on service safari, where I visited a site to view a home
- Interviewed customers in different stages of the purchase journey, so I could understand their concerns, frustrations and expectations throughout.
Setting direction
I translated all of my findings into a journey map, so I could understand the different points we could communicate benefits, provide reassurance and set expectations for the users.
I wanted to create an engaging storytelling device to inform, reassure and encourage new buyers and give the staff a tool to use when talking to new customers.
Design
I designed and mapped out the new journey:
- What happens in each step
- Where does it link out to
- How do we want users to feel
I then worked with an illustration and animation designer to bring the design to life, adding animations on scroll to enhance the storytelling aspect of the journey and keeping users engaged.
The results
We designed a fun, illustrative, storytelling page that takes users through the full buying process.
We guide them down the experience through animation, bringing each step to life, catching users’ attention and instilling a feeling of excitement and delight.
In summative user interviews we had really positive feedback to the experience, with participants easily able to navigate the page. They enjoyed the animations and found the content useful and informative.
What we observed
Let’s connect 👋🏻
Email me: hello@heidisnape.com
SEE NEXT: