WinWin Home Buyers

Simplifying a real estate platform’s user experience to drive digital sales.

role / services

UX Design
Website Development
Design Systems

COLLABORATORS

Oscar Hidalgo, PM
Renee Kempfer, Marketing
Joseph Hassel, IT
Jo Jumelon, Operations

TIMELINE

August 2024 - Septermber 2024

01 - overview

Refocused site structure boosts monthly average sales by $455k.

WinWin Home Buyers is a Dallas-based real estate company. In 2024, the company was pivoting its business model away from purchasing homes and into actively selling its existing property inventory.
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I partnered with their marketing and sales teams to revamp their website to support the company’s new direction and make data-driven UX improvements.

View live site here

Impact

$455k

Increased avg monthly sales

15%

Increased listing inquiry rate

3 homes

Sold on Spanish version of site

02 - The challenge

Going in a new direction

WinWin’s original site was not designed to support its new focus, with most of its content emphasizing their property buying capabilities, not their selling.

The few property listings featured on the site were buried many pages deep, and most customers were unaware they existed.

These issues with information architecture resulted in missed opportunities to connect digitally with potential buyers, ultimately hurting sales.

The old user flow to view a listing on the WinWin website. Previously, users had to click through four pages to get to an actual listing.

03 - exploring metrics

Quantifying insights to know who we’re building for and why we're building it.

This redesign provided a unique opportunity to address other unresolved issues with the existing site.

Collaboration with the sales and marketing teams revealed some pieces of data we could use when scoping out the project.

45%

Of WinWin’s customers are native Spanish speakers

89%

Of Spanish-speaking customers prefer to call instead of use site.

Of customers who made it to the Seller Financing page viewed a listing

03 - THE SOLUTION

A clear vision: accessible, intuitive, and multilingual

I adopted a Minimum Viable Product (MVP) approach, working with the marketing team to prioritize the most impactful and business-critical features first:

Improve listing discovery

Make property listings prominent and accessible from the homepage.

Simplify content structure

Use this redesign as an opportunity to simplify the sites structure for enhanced ease of use.

Enable localization

Provide Spanish-speaking customers an easy way to access a Spanish version of the site.

Streamline inquiry process

Make it easy for potential buyers to submit an inquiry online without needed to call.

04 -ideation

Information Architecture

I began by reorganizing the site's information architecture and sitemap to bring property listings to the forefront. This involved simplifying the navigation menu and creating clear pathways to access listings directly from the homepage.

By streamlining the user flow, we aimed to reduce the number of clicks required to find properties, thereby improving the overall user experience.

05 - prototyping

Hi-Fi Mockups

I developed low-fidelity wireframes with the new site structure to outline key pages’ basic layout and functionality, focusing on usability and logical content placement without distracting visual design elements.

I then iterated on these wireframes into hi-fi versions based on team feedback to ensure they met both user needs and business goals.

Design System

In parallel, I updated WinWin's design system. The new system introduced a more consistent color palette, typography, and standardized interactions across the platform.
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This boosted site cohesion and made it easier to scale with future updates.

06 - testing

Usability Testing & Iterations

Our project's timeline had limited space for user testing and iterations, but we were able to make a few simple updates based on initial feedback and testing:

Before

Many prospective buyers mentioned that acreage was one of the most important pieces of information they look for when considering a property.

After

I added acreage to each property's card for easy visibility when comparing different properties.

Before

On mobile, it wasn't always clear to users that they could view more photos of the property.

After

To address this, I added a count of the additional photos to the bottom right of the thumbnail to suggest there was more to see.

Before

While we wanted to encourage users to submit property inquiries online, we felt completely removing the option to call excluded too many potential customers.