I was tasked with redesigning the apartment listing detail page to clean up and simplify the content, reduce page abandonment, evoke more emotion, and bring a "cool" factor. This started as a quick one-week design sprint to re-imagine how this page might look.
My roles: UI design, creating interactive prototypes, planning user testing.
We learned from prior user testing that photos, pricing, and availability are the most important factors in influencing a decision to rent. The current pricing grid was described as complicated and hard to read and too many amenities and features were overwhelming.
After reviewing the research findings, I began by taking a look at all of the existing content on the page and rethinking the organization and grouping of information. I decided to put the photos front and center to lead with more of an emotional connection. I also brought the About blurb and amenities info up so that users had a better idea of what they were getting before getting bogged down in pricing details.
Summary of ideas for improvement
Once I was feeling better about the basic user journey and flow of information on the page, I moved on to initial ideation.
• Open up the design with ample white space and clearly distinguishing sections to make it easier for users to quickly find what they are looking for.
• Move the CTA to a sticky footer (instead of a floating sidebar) which allows the page content to span the full width of the screen and reduces the noisiness of the page.
• Utilize progressive disclosure so that we are only showing the most important information first and helping direct and prioritize attention.
• Change the image gallery to a vertically scrolling page (instead of a carousel), which allows users to quickly scroll through images and get an idea of what the apartment looks like.
• Provide ways to quickly filter unit pricing results based on bedrooms. Display floor plan images right away, and simplify the content with better hierarchy to emphasize pricing and availability.
• Split community amenities & apartment features up into two separate categories and use large icons for quick visual scanning. Only display the most important features by default.
Overall, everyone loved the new vision. I got a lot of helpful feedback from leadership as well as from our SEO team and I made some updates and iterations to explore how to balance this cleaner look with SEO optimization needs. Then I helped prep the design options for user testing to validate that the changes really did improve the user experience of the page.