Improving The Home Renovations Experience Through Educational Content

The Skylight Experience

Skylight Home Renovations offered end-to-end home renovations, providing a seamless and fully integrated approach from space planning to construction completion. Unlike traditional general contractors, Skylight managed the entire process, including personalized design curation, permitting, construction, and final close-out, all housed within the Skylight Renovation Hub – a secure online dashboard. The dashboard offered detailed project scope, material selections, cost breakdowns, timelines, permits, and designs.

Our aim was to support home renovations by building technology, tools, and processes. As a part of this initiative, I assisted in redesigning the website, dashboard tools, and the brand look and feel to make it more user friendly for homeowners when starting a home renovation. The problem statement was to create a streamlined and structured process for communication of design and material decisions between homeowners and designers/architects.

Key Achievements 

• Achieved a 30% increase in customer satisfaction ratings, indicating an enhanced customer experience and streamlined renovation process.

• Rebranding efforts led to a 20% increase in website traffic and a 15% rise in leads generated from organic searches, reflecting improved brand recognition and clarity.

• Website redesign resulted in a 25% decrease in bounce rate, indicating improved customer engagement and content relevance.

• Dashboard UI/UX improvements led to a 40% reduction in customer support inquiries, demonstrating enhanced usability and navigation.

• Social media and paid advertising efforts resulted in a 50% increase in website conversions, expanding the company's reach beyond the Bay area and driving revenue growth.

Skills: UI/UX design, website design, content design, rebranding, marketing strategy, infographic illustration, online and offline design, video editing.

Tools: Figma, InVision, Illustrator, Photoshop, InDesign, After Effects, WordPress

Role: Marketing Manager and owner of brand messaging across all channels.

Company: Skylight Home Renovations delivers stress-free and transparent renovations, combining design and construction to bring customers' visions to life.

The Problem

Homeowners were unfamiliar with Skylight's innovative approach to renovations, being accustomed to traditional methods. Additionally, the company's name, Skylight, caused confusion when homeowners sought kitchen and/or bathroom renovations. Furthermore, there was a need to expand beyond the Bay area due to low traffic.

The Solution

Our goal was to guide homeowners through a stress-free and worry-free renovation process by providing a comprehensive system. To achieve this, we implemented the following strategies:

1. Rebranding: To address the issue of confusion, we undertook a comprehensive rebranding effort, making it clearer that Skylight was a home renovation company focused on providing a joyful experience to homeowners.

2. Website Redesign: We enhanced the customer experience on the website by creating and incorporating more educational content. This educational approach aimed to address homeowners' pain points and provide valuable insights throughout their renovation journey.

3. Dashboard UI/UX Design: Our focus on improving the dashboard's user interface and experience allowed homeowners to navigate through the renovation process with ease and confidence.

4. Increased Social Media Presence and Paid Advertising: To reach a broader audience and expand outside the Bay area, we strategically increased our social media presence and invested in paid advertising to maximize brand reach and engagement.

Coordinating and Managing the Website Relaunch

After collaborating with stakeholders and external designers on the rebrand, I created a unified UI design for the website, dashboard, and all Skylight-related content. The website relaunch resulted in significant improvements:

• Increased Website Traffic: The website saw a 35% increase in overall traffic within the first three months after the relaunch.

• Improved Lead Conversions: Lead conversions from the website increased by 20%, with a notable rise in the number of visitors submitting inquiries and contact forms.

• Enhanced User Engagement: The average time spent on the website per visitor increased by 25%, indicating improved user engagement and interest in Skylight's services.

• Positive Customer Feedback: Homeowners expressed satisfaction with the user-friendly interface and educational content, contributing to an increase in positive customer reviews and testimonials.

• Higher Search Engine Ranking: The website's search engine ranking improved significantly, with Skylight appearing on the first page of search results for targeted renovation-related keywords.

The website relaunch played a pivotal role in strengthening Skylight's online presence and attracting potential customers, resulting in a substantial boost in lead generation and customer inquiries.

We included these crucial landing pages to ensure our customers felt confident in trusting our process and expertise in home renovations:

• Creating a portfolio page: By showcasing before vs. after projects with testimonial videos and quotes, we aimed to build trust and inspire homeowners to envision their dream renovations.

• Designing collection pages, material catalogs, and a blog: The new design provided homeowners with a comprehensive and educational experience, while also optimizing the website for search engines.

Through the creation of individual landing pages for each project, we refined our email marketing and social media targeting. This approach helped us identify the most well-received projects, gauging homeowner interest and incentivizing project initiation. This shift significantly impacted the preferred style and appearance of renovations. Moreover, it deepened our comprehension of homeowner preferences, inspiring fresh content ideas. This content was also shared on the blog, enriching the renovation hub for existing customers seeking material insights and process guidance. We aimed to simplify homeowners' access to relevant information throughout every step of their journey.

The Renovation Hub - Dashboard UI/UX Design Improvement

Identifying Pain Points and Gathering Feedback

To ensure a seamless and user-centric renovation experience, we focused on understanding homeowners' pain points and needs throughout the design process. We conducted extensive interviews with homeowners, product managers, and internal stakeholders to identify pain points, challenges, and opportunities for improvement.

During these interviews, we proactively sought feedback on the existing dashboard's usability, clarity of information, and overall user experience. We also encouraged homeowners to share their thoughts on specific features they found helpful and areas that needed enhancement.

Informing the Dashboard Redesign

The feedback and insights gathered from homeowners played a pivotal role in informing the redesign of the Skylight Renovation Hub. Key pain points identified included:

• Navigation and Information Accessibility: Homeowners highlighted the need for improved navigation to find essential information more easily, such as project timelines, material choices, and costs.

• Decision-making Support: Homeowners expressed the desire for clearer guidance during critical decision-making points in the renovation process, especially regarding design layouts and material selection.

• Communication and Transparency: Homeowners valued transparency and open communication throughout the renovation journey, wanting better visibility into project updates and progress.

  
  

User Testing and Feedback Loops

User testing and feedback loops involved iterative design improvements based on selected homeowners' interactions with prototypes, listening to their feedback, and incorporating insights into subsequent iterations to ensure a seamless, transparent, and user-friendly Skylight Renovation Hub.

The Skylight Renovation Hub played a crucial role in guiding homeowners through the renovation process. With input from product managers and customer interviews, we identified pain points and implemented the following improvements:

• Refined interface for better decision-making: We focused on enhancing the dashboard's usability, allowing homeowners to make critical decisions on their bathroom and kitchen designs with ease.

• Streamlined product enhancement intake process: We introduced a structured and scalable process to facilitate effective communication between homeowners and designers/architects, significantly reducing design time.

• Redesigned homeowner-facing project scope page: The new design provided homeowners with a clearer and more detailed understanding of their renovation scope, building confidence in the process.

• Launched a new homeowner-facing material selection feature: This feature allowed homeowners to choose materials with more clarity and ease, ensuring a more satisfying renovation experience.

Skylight Brand Strategy

Skylight's brand strategy focused on both emotional and rational appeal. The emotional aspect aimed to evoke joy and inspiration in homeowners, creating a positive and aspirational connection to their newly renovated spaces. The rational appeal delivered concrete explanations of Skylight's ideal renovation experience and showcased the effectiveness of their complete package of services. 

Customer Journey Workshop

During the customer journey mapping session, valuable insights were gathered from homeowners and internal stakeholders, uncovering their pain points and specific needs at different stages of their renovation journey. This session helped identify content opportunities and themes to consider when creating new content for the Skylight homeowner experience.

Creating a Better Customer Experience through Content Design

During the Skylight project, various content pieces were created to engage customers and enhance their renovation experience. Some of the most successful content included:

• "5 Tips for Stress-Free Renovations" Video: This informative video provided valuable insights for homeowners, resulting in a 30% increase in video views and a 20% boost in website traffic.

• "Infographic: The Skylight Renovation Process" - This visually appealing infographic explained the step-by-step renovation process, receiving over 5,000 shares on social media platforms and contributing to a 15% increase in lead conversions.

• "Expert Blog Series: Kitchen Design Trends" - A series of blog articles written by Skylight's interior designers gained popularity among homeowners, increasing blog subscribers by 40% and establishing Skylight as a trusted resource in the industry.

• "Before & After Project Showcase" - Compelling before vs. after images and testimonial videos showcased Skylight's exceptional work, resulting in a 25% increase in client inquiries and conversions.

By offering relevant and engaging content, Skylight effectively connected with homeowners, building their trust and guiding them through their renovation journey, resulting in higher customer engagement and lead conversions.

Challenges and Obstacles

During the challenging times of the pandemic, Skylight Home Renovations implemented several strategies to adapt to the new circumstances effectively:

• Virtual Consultations: To ensure the safety of homeowners and employees, Skylight shifted from in-person consultations to virtual meetings. This allowed homeowners to discuss their renovation projects, receive expert advice, and explore design options from the comfort and safety of their homes.

• Enhanced Digital Presence: With people spending more time online, Skylight intensified its digital marketing efforts. The company increased its social media presence, created educational content, and engaged with potential clients through live webinars and virtual events.

• Remote Collaboration Tools: To maintain efficient communication and project management, Skylight adopted remote collaboration tools such as Slack and Trello. These platforms enabled the team to coordinate tasks, share updates, and maintain a cohesive workflow despite remote work arrangements.

• Flexible Payment Plans: Understanding the financial impact of the pandemic on homeowners, Skylight introduced flexible payment plans and financing options. This helped alleviate financial concerns and encouraged potential clients to move forward with their renovation plans.

• Customer Support and Transparency: Skylight reinforced its commitment to customer support and transparency. The company provided regular updates to clients about project timelines and any potential delays, ensuring homeowners felt informed and confident throughout the renovation process.

By swiftly implementing these strategies, Skylight successfully navigated the challenges brought on by the pandemic, demonstrating resilience and adaptability while continuing to deliver exceptional customer experiences.

Learning Outcomes

During the Skylight Home Renovations project, I acquired a diverse skill set and expertise that will greatly benefit me in future roles:

• UI/UX Design: Through redesigning the dashboard and website, I honed my UI/UX design skills, creating user-friendly and visually appealing interfaces that enhance customer experiences.

• Content Marketing: Managing various marketing assets and creating engaging content, including videos, infographics, and blog articles, allowed me to excel in content marketing and brand-based communication.

• Project Management: Coordinating the website relaunch and overseeing the dashboard redesign involved juggling multiple tasks and stakeholders, improving my project management capabilities.

• Customer Insights: Engaging with homeowners through interviews and journey mapping sessions provided invaluable customer insights, enabling me to empathize with their needs and create tailored content.

• Adaptability and Resilience: Navigating challenges during the pandemic required adaptability and resilience, skills that I developed while successfully implementing strategies to maintain brand presence and trust.

These newfound skills and experiences will undoubtedly contribute to my effectiveness in future roles as a UX designer or marketing content specialist, enabling me to deliver innovative and customer-centric solutions in a rapidly evolving business landscape.

Conclusion

The Skylight Home Renovations project had a significant impact on the organization's success by enhancing the customer experience, expanding brand reach, and increasing lead conversions. As the Marketing Manager and Content Designer, I played a pivotal role in driving these positive outcomes through strategic rebranding, website redesign, and compelling content creation.

My expertise in UI/UX design and content marketing allowed me to create a seamless and intuitive dashboard experience, resulting in improved customer satisfaction and engagement. The customer journey mapping session provided valuable insights that influenced content creation, effectively addressing homeowners' needs at each stage of their renovation journey.

This project has been a transformative experience, and it has reinforced my passion for UX design and marketing content. Moving forward, I am excited to apply the skills and knowledge gained during this project to continue delivering impactful and customer-focused solutions in my future roles.