Project Brief
Overview:
Efficient, succinct and modern design
Magnolia Capital is a real estate investment firm based in Chicago, IL. Their goal is to provide real estate investment experience through deep knowledge of technology and operational efficiencies. With great culture and teamwork at the core of the company values, Magnolia Capital aims to be the next generation in multi-family real estate investment through a team of experts and a data driven platform.
Goal:
Update the UX/UI to properly showcase experience and culture
The ArtVersion team was tasked with a multi-layered project: a website redesign of Magnolia Capital and its subsidiaries, STYL Resident and National Home Rentals. This review focuses on the Magnolia Capital redesign, with references to the owned brands. Our objective was to create a simple and clean website that allows for ease of navigation, company recruitment and investor relations.
UX Research
Initial Discovery
We based our research process on the needs and scope of what Magnolia Capital instructed us to complete. They agreed to forgo a traditional UX process and focus more on updating what they currently have. Our research started with discovery conversations with the Magnolia team and reviewing all their internal data (company statistics, SEO website data, site audit, external web design inspiration). These were the takeaways from the team discovery:
- Current website is very empty
- Navigation needs to be consolidated
- Emphasize website objectives (potential investors and team recruitment)
- Allow for more of a website narrative, include more content
- Cleaner visuals
- More information and links to sub brands
- Navigation needs to be consolidated
- Emphasize website objectives (potential investors and team recruitment)
- Allow for more of a website narrative, include more content
- Cleaner visuals
- More information and links to sub brands
Previous Website Interface
Site Map
To begin, we started with a basic site map of the current site and what a potential restructure of the user flow could look like. What we saw with the current interface is that everything was separated out onto multiple pages. We believed that pages could be combined to create more content within a page, as well as grouping related items for user to digest without multiple clicks.
Competitive Analysis
After gathering the notes and information on our initial discovery, we moved into external research. We utilized competitive analysis to get an idea of what other companies in the same or similar field were doing. Magnolia provided us with a list of company websites they enjoyed visiting and why. We took those wish list items and searched websites that presented these functions in a positive way. We also analyzed the data for the top real estate investment firms. These were the findings:
+ Analysis of top real estate investment firms highlighted key company statistics and experience
+ Company asset imagery was present and clear
+ Team culture and recruitment was important
+ Some sites were very in depth, were as others offered simplicity in content and navigation
+ Company asset imagery was present and clear
+ Team culture and recruitment was important
+ Some sites were very in depth, were as others offered simplicity in content and navigation
Target Audience
With this specific website, we were given their target audience for the site: potential investors and potential team members. This research process included comprehending how potential investors approach company research, as well as understanding the importance of company culture and relaying that to a user. We deployed these two groups to identify user needs.
Potential Investors
+ Interested in company statistics and assets
+ Wants basic sense of company culture
+ Company knowledge and experience is important
+ Wants to find things easily and quickly
+ Elevator pitch approach, less is more
+ Interested in company statistics and assets
+ Wants basic sense of company culture
+ Company knowledge and experience is important
+ Wants to find things easily and quickly
+ Elevator pitch approach, less is more
Potential Team Members
+ Company culture is the most important thing
+ Benefits transparency
+ Company experience and vision needs to be clear
+ View of current team allows for background information
+ Simple website navigation
+ Company culture is the most important thing
+ Benefits transparency
+ Company experience and vision needs to be clear
+ View of current team allows for background information
+ Simple website navigation
Wireframes
Wireframe Designs
UI Designs
Website User Interface
Final Designs
After receiving feedback from the Magnolia team, we began the process of design and user experience changes. After discussion, we found that some pages may be omitted, as well as restructuring different sections to be placed in other areas that made more sense to the user. We started the process of development and implemented the updates through collaboration. Below is the final design.
