Challenge
BHHS needed to move beyond a dated web presence and toward a real product strategy — one flexible enough to support two very different jobs to be done. Customers needed a home-shopping experience that felt modern and trustworthy. Agents, offices, and franchisees needed tools to manage listings, tell their own stories, and stay connected to the customers they served. Neither side could be solved in isolation without compromising the other.
Solution
As UX Design Lead, I partnered with the experience strategy team to ground the new product direction in research before any screens were drawn. That meant:
- Experience Audit: Assessing the existing platform across analytics, content, technology, and creative to identify where the current experience was failing both audiences.
- Audience Segmentation & Personas: Running research to define the distinct needs of customers, agents, and internal teams, so the strategy addressed real jobs to be done rather than assumptions.
- Feature Prioritization: Facilitating a workshop to align stakeholders on personas, focus areas, and a prioritized feature set that became the backbone of the experience strategy.
Your Next Chapter
Once research was in hand, I helped translate it into an experience model — a shared language for tone, style, and interaction that the wider team could design against.
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Tone
Your trusted advisor.
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Style
Narrative, with cinematic awe.
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Interaction Model
Sequential moments.
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Brand Positioning
Lean into the trust BHHS has built over decades, giving customers a sense of prestige simply by being part of the experience.
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Agent Positioning
Position the agent as a trusted advisor and editor — someone with real perspective on the customer's story, not just a listing gatekeeper.
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Content Positioning
Speak in an elegant, aspirational voice that still feels inclusive and supportive, never exclusionary.
Bringing the Strategy to Life
Three features carried the most weight in proving out the new direction — each one a direct response to what the research surfaced.
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Simplifying Search
Search sat at the top of the priority list. The goal was to pair an easier search experience with the market and agent insights customers actually needed to make a decision, not just a longer results list.
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Elevating Agent Stories
A recurring theme in the research: agents wanted a real destination for their own content, not just a bio blurb. We designed toward giving agents editorial space to build their own presence within the BHHS brand.
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Agent Spotlight
This became a microsite-style landing page for each agent — bio, promoted content, and associated listings in one place — giving agents a stronger foothold to build trust with prospective customers.
