HOMESTEAD

Problem & Overview

Helping first-time homebuyers actually understand what they're looking at. Homestead's platform was technically functional but deeply confusing — users couldn't make sense of the financial data, property comparisons, or purchase process itself.

First-time homebuyers face an overwhelming amount of jargon, numbers, and decisions. The existing interface dumped everything on screen at once, expecting users to figure it out. They didn't. Abandonment rates were high, and customer support was flooded with basic questions.

Getting Started

We conducted remote interviews with recent first-time homebuyers and recorded their sessions using the old platform. The moment of confusion was almost always the same: they couldn't tell if a number was good or bad in context.

What Actually Happened

We redesigned the core property detail and comparison screens with progressive disclosure. Key metrics were contextualized with benchmarks. The financial calculator was rebuilt from scratch.

What Changed

• Property detail page conversion rate improved 3x
• Average time-to-decision dropped from 22 days to 9 days
• Support tickets related to 'understanding the data' reduced by 62%
• User retention (30-day) increased from 41% to 73%