My Home Website
As part of the corporate digital team at Freddie Mac, I was the sole UX designer for the My Home website redesign. I was involved in all phases of the project, from mapping out the problem to delivering final designs. I worked on a cross-functional team of designers, content strategists, and developers.
My Role:
User Research
Journey Mapping
Competitive Analysis
Wire-framing
Prototyping
User Testing
Challenge
Freddie Mac’s “My Home” website initially launched in response to the 2008 housing crisis. Serving as a resource for consumers to learn how to avoid or responsibly navigate foreclosure. Twelve years later—just as the country was facing its next nation-wide challenge—we relaunched the site, providing a wealth of information for people in every and any stage of the owning or renting process.
The goal was to empower consumers with the tools and information they need to make the best decision, serving as a neutral authority for prospective buyers and renters and current homeowners.
The Process
New information architecture
The site structure was streamlined to allow users to easily follow a desired path and see where they were in the process.
User Workshops
Redefine the customer journey
With a new generation of homebuyers we had to address how users gather information and digest information in the digital age.
Understand the Competitive Landscape
Both direct and indirect competitors were assessed in order to understand what is relevant and trending in the housing industry webspace. We contrasted trending vs traditional user experiences in order to find contrast and opportunities for the new website.
What did I find?
The navigation (paths) found on the competitor sites tells us that audiences like to self identify and usually stay in that section.
The Freddie site could benefit from more of an interactive experience when it comes to tools such as the calculators.
In regards to visual and design the competitors have more of a blog layout which I think we can incorporate into the design of the site. Also, by using this design it would allow us to leverage a lot of existing content from the corporate site (blog).
Wireframes & Prototyping
Solution
Initially the site was designed to focus on first-time homebuyers during a prosperous market, with the flexibility to pivot and refocus towards foreclosure assistance during a recession.
As it came to be, COVID-19 swept through the nation in the final stages of development. Just before launch, we altered the site’s trajectory to lead with forbearance programs and educate consumers about their options during hard times. Throughout its pages, the site works to demystify the complexities inherent in all sides of homeownership, through all economic realities.
Understanding that people want to find information quickly, we prioritized efficiency and utility within the site’s design—with a mobile-first experience that helps broad audiences immediately find a specific “path” within the navigation.
