01.
Goal
The primary goal was to update Atlantic Home Loans’ web presence to better appeal to millennials. The project was prompted by a rebranding effort and the need to create separate websites for new child entities under the Atlantic Home Loans umbrella. Key challenges included launching the websites in a timely manner with minimal issues and ensuring they adhered to the new brand guidelines while still being user-friendly and appealing.
02.
Process
After receiving the initial briefing, I envisioned a web design strategy focused on simplicity, ease of navigation, and a visually appealing aesthetic that would resonate with millennials. The design process included several stages:
- Research: We conducted thorough research on design trends that appealed to our target audience and performed A/B testing to gauge user preferences. This research significantly influenced our design choices and overall approach.
- Mockups: Initial mockups were created using Adobe Experience Design, ensuring that the visual elements and user interface were both modern and intuitive.
- Front End Build Out: Using Photoshop for design elements and WordPress, HTML, and CSS for development, we began building out the front end of the websites.
- Iteration and Testing: Each feature was rigorously tested and iterated upon to ensure functionality and user experience were optimal.
- Website Launch and Maintenance: The final step involved launching the websites and providing ongoing maintenance to address any issues that arose post-launch.
One particularly innovative technique we employed was dynamic navigation that adjusted based on the user’s entry point to the site. For example, if a customer received a link from a salesperson, all call-to-action buttons would direct the user back to that specific salesperson. If a user entered the site through a general search or directly, they were assigned to a sales team member dynamically.
03.
Results
The web design project was a significant success for Atlantic Home Loans. The new websites not only established a stronger online presence but also allowed for dynamic content targeting, providing a more personalized user experience. Additionally, the introduction of an all-Spanish sub-site expanded the company’s reach to a Spanish-speaking demographic, further widening their market.
The feedback from both the sales team and customers was overwhelmingly positive, and the new sites played a crucial role in enhancing Atlantic Home Loans’ digital footprint and marketability. Overall, the project achieved its goals and contributed to the company’s ongoing growth and success.
