Aalto is empowering home buyers and sellers directly connect in a new, tech-enabled way that helps everyone save time, stress, and money. We created a website that would allow them to engage and grow their audience.
* Backup link represents site at time of this case study. The live site is now operated by the client.
The previous Aalto site was owned by their engineering team and became to a lower priority as their product demands grew. As their Marketing team had a desire to work more efficiently and experimentally to also grow their audience, they were looking to redesign the site on Webflow in a systematic and easily edited way for future growth.
I collaborated with the team at Shapemaker and Aalto to do a full discovery and restructure of how we would best enable their future growth via content delivery and messaging experiements across their site. After defining the scope, and designing high to mid-fidelity wireframes in Figma, I built their new site on Webflow using our signature style framework and best practices.
This was one of the most active projects I have worked on to date in terms of strategy focused iteration taking place regularly over the course of a year after the initial launch. We closely collaborated with the client to learn what was working well and identify opportunities from site anlaytics and user interviews. This led to iterating on the home page design over 4 times in 8 months, resulting in considerable improvements in conversion and retention along the way.
From the start, we knew Aalto's primary audience was most active on mobile and held the most opportunity for engagement. With each page, layout, and component created, we optimized for this mobile experience.
One of the ways we communicated the value and improved conversion towards sign ups on the Aalto app was through powerful, scratch coded components. These would allow users to engage with the app quickly, get a personalized message and understand how others have found value in Aalto. To share with the Webflow community, I also turned a highly requested sticky scroll component from the Aalto site into a free cloneable.
To support various initiatives, media outlets and marketing campaigns, we built a powerful landing page builder entirely within the Webflow CMS. Their team can easily create unique pages from a variety of hero options, and a section building approach that lets them define both the layout, colors and order of all sections on the page. To document and improve the setup UX, we also leveraged Loom videos and utility pages that allowed them to preview a page hero content in all available layout options, as well as search for existing body sections they could use or duplicate for a new page.
Agencies and in-house teams hire me to be embedded on their team for direct support on strategy, scoping, custom code, and training.
From strategy and brand, to web and product design, I help teams bring businesses to life with modern, memorable and minimal creative work.
With 5+ years using Webflow, and 10+ years creating for the web, I can join your upcoming project to lead development in a design-first, systematic way that will scale with your brand.
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