Home Journey Guide
Led the human-centered language practice for a tool to help homeowners grow the value of their homes.
What is Home Journey Guide?
Home Journey Guide is a web app from Nationwide that offers a myriad of home improvement tools to help new homeowners grow the value of their home.
What was the problem?
Home Journey Guide had inconsistent and fledgling engagement. Its landing page had jumbled messaging and was unclear in communicating its actual benefit.
Coinciding with this ask, we also needed to design two new features for the experience: a seasonal maintenance checklist and project estimator tool.
What did I do?
I was the lead UX content strategist for Home Journey Guide. I came to work primarily to help refine its core messaging, revise its landing page, and help define the content of its new feature flows.
What was the outcome?
As a result of these content and design updates, Home Journey Guide saw a 20% increase in click-through rate and the highest engagement its ever experienced.
Landing page updates
This is the evolution of the Home Journey Guide landing page. I oversaw the “After” phase, where I helped us get a better handle on highlighting the user needs, bolstering the information hierarchy, and streamlining the product’s benefits. (Clicking on landing page images will open PDFs in new tab.)
Before
After
Feature: Seasonal maintenance checklist
For our seasonal maintenance feature, there were a lot of possible task recommendations. I made it a point to structure and write out a flow that let users build their own lists.
We also provided reminders for changes in the seasons, for which I wrote the banner and modal copy.
Feature: Project estimator tool
In just a few clicks, the project estimator could provide users with a sense of how much they can expect to spend on their next big renovation.
Bonus project: Naming “Home Journey Guide”
Home Journey Guide was once called Homespring. Sadly, this name didn’t get the legal go-ahead and we were forced to change it to something more general. The outcome was the product name you see here: Home Journey Guide.
I led naming process, walking our greater product team through multiple brainstorms and voting sessions to land on Home Journey Guide.
Click the button below to see the naming process via FigJam.