Case Study: Compass Concierge Website Development
Company Overview​​
Company: Compass Real Estate
Project: Compass Concierge Website
Objective: Develop a user-centric website for Compass Concierge that effectively communicates the service’s value proposition, engages potential clients, and streamlines the user experience.
Website: Compass Concierge​​
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​​Background on Compass Concierge​​
Compass Concierge is a premier service offered by Compass Real Estate that helps homeowners maximize the value of their property before selling. This service provides up-front funding for home improvement projects, allowing sellers to make necessary updates and repairs without the initial out-of-pocket costs. By offering this service, Compass aims to enhance the marketability of homes, drive higher sales prices, and provide a seamless selling experience.
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​​Project Overview​​
Objective: Create a comprehensive website that communicates the benefits and process of the Compass Concierge service, providing clear and engaging information to potential clients.​
My Role: Director of Marketing and Branding
Responsibilities:
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Leading the UX writing and content strategy
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Collaborating with cross-functional teams including design, development, and marketing
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Ensuring a cohesive and effective user experience across the website
​​Process Execution​​
1. Research and Planning:
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Stakeholder Interviews: Conducted interviews with key stakeholders to understand business objectives and desired user experience.
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User Research: Conducted surveys and created user personas to identify target users' needs and pain points.
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Competitive Analysis: Reviewed competitor websites and similar services to identify best practices and opportunities for differentiation.
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2. Content Strategy Development:
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Brand Voice and Tone: Established a professional and supportive brand voice to reflect the premium nature of Compass Concierge and resonate with target users.
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Content Hierarchy: Developed a content hierarchy that clearly communicated the service’s features, benefits, and process, guiding users through an intuitive journey.
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Content Planning: Created a content roadmap to ensure timely delivery of all written materials and alignment with project milestones.
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3. UX Writing: Wrote engaging and informative copy for the homepage, service descriptions, and call-to-actions, ensuring users quickly understood the benefits of Compass Concierge.
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💡 Thought process: When I wrote the content for the Compass Concierge webpage, I strategically directed users to an informational video. I wanted to provide an engaging, visual explanation of the service that could quickly capture their attention and explain the benefits in a dynamic way. This approach helps users better understand how Compass Concierge works and why it's valuable, making the overall experience more interactive and informative.
💡 Thought process: I also included an FAQs section to address common questions and concerns users might have about Compass Concierge. By anticipating and answering these queries, I aimed to provide immediate, helpful information that could ease any uncertainties. This not only enhances user confidence but also ensures they have all the details needed to make informed decisions about using the service.
Developed microcopy for interactive elements such as buttons, forms, and error messages to improve usability and guide users smoothly through the site:
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Homepage Call-to-Action:
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Original: “Learn More”
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Revised: “Learn how Concierge can help you sell your home faster and for a higher price.”
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💡 Thought process: When I revised the homepage call-to-action from “Learn More” to “Learn how Concierge can help you sell your home faster and for a higher price," I aimed to make the action more compelling and specific. The original text was too generic, while the revised version clearly communicates the direct benefit of the service. By highlighting the advantage of selling faster, I wanted to grab users' attention and encourage them to engage with the content, making the value proposition of Compass Concierge immediately clear and enticing.
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Email Signup Form:
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Placeholder Text: “Name,” "Email," "Zip," "Phone"
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Signup Button: “Submit"​​​​​​​​​
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💡 Thought process: When designing the email signup form, I chose straightforward placeholder text like “Name,” “Email,” “Zip,” and “Phone” to clearly indicate what information users need to provide. This approach helps prevent confusion and makes the form more user-friendly by guiding users through the fields. For the signup button, I used “Submit” to keep it simple and direct, ensuring users understand that clicking it will complete their registration. This clear and functional design aims to streamline the signup process and enhance the overall user experience.
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Error Messages for Email Signups:
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Invalid Email Format: “Please include an '@' in the email address. [X] is missing an '@'.”
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Empty Field: “Please fill in your email.”
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Duplicate Email: “This email address is already subscribed.”​​​​​​​​​
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💡 Thought process: When designing the error messages for the email signup form, I wanted to ensure each message was clear and helpful. This provides users with precise feedback on what’s wrong and how to fix it, reducing frustration.
Challenges​
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Consistency Across Teams: Ensuring consistent messaging and branding across all touchpoints required continuous communication and collaboration with various teams.
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Balancing Detail and Simplicity: Striking a balance between providing detailed information and maintaining a simple, user-friendly experience was crucial to keep users engaged without overwhelming them.
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Results and Impact​
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Improved User Experience: The new website offered a clear and engaging presentation of Compass Concierge’s services, leading to an intuitive user experience and high user satisfaction.
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Strong Brand Alignment: The content reinforced Compass Concierge’s brand identity, positioning it as a leading premium service within the real estate market.
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