Summit Vista, Utah’s first life plan community, had a very simple website when their facilities were first being constructed. They needed a clean and simple experience for users to understand what the community offered, ways to get more information, and ultimately to reserve a home in the community.
I worked as the information architect, ux architect, and collaborated with a graphic designer to develop the UI mock-ups.
The site suffered from a lack of visual hierarchy in calls-to-action. We used a strategy that incorporated the primary CTA in the hero and at the foot of each page. This tactic allows those who are ready to convert to do so immediately, but also to give more warming content to those that needed it before calling them to action.
There were four different contact forms, which confused users. We chose to drive users first toward an information kit, then to a lunch and learn, and finally to reserve a spot in the community. CTA’s were adjusted to reflect where users were in the conversion funnel.