Unifying several products under one roof.
CapCenter offers a unique approach to the home buying, selling, and insuring business. By offering all these services in one place, paying their realtors salary vs relying on commissions, and leveraging post market loan sales, CapCenter is able to eliminate closing costs for buyers, only charge a 1% listing fee for sellers (apposed to the standard 3%) and find clients the best value on insurance. However, this sounds too good to be true.
The challenge: Create a unified digital experience that clearly expresses the value of CapCenter while building trust with new potential clients.
We started buy looking at every corner of our digital footprint, tearing each page down to the studs, and connecting business goals with user intent. We completed card sorts and tree tests to help make our navigation easier to understand, built extensive wireframes and conducted moderated user testing sessions with actual clients in the closing room, and focused on creating a unified design system to ensure the visual brand was clear and consistent across all product offerings.
Mega Menu
Given the nature of CapCenter's business being split between Mortgage, Realty & Insurance, it was critical to create a navigation that was easy to use, but effective in separating content based on user intentions. We opted to utilize a mega menu structure that is consistent across the three lines of business.
This is a work in progress piece as we are not yet finished designing the rest of the site. It has begun development and should be live soon!