Data Complexity Meets Design Simplicity

Ryan Homes' Responsive Website & Enterprise Integration

Challenge

Ryan Homes relies heavily on its website to generate leads, however the website was not responsive. The site needed to include:  

  1. Enhanced design, user experience and site speed
  2. Updated codebase and API endpoints

The existing website was built using a complex series of business rules that dictated behavior and information display. Most of the site content comes from one of several databases and is pulled in using an API, which had recently been updated to a Web API 2 RESTful service from a WCF web service. Additionally, we had to continue to integrate a custom-developed content management system.

Solution

LMO approached the project with the mobile experience top of mind. Our goals included driving more lead actions by reducing friction for mobile and tablet users; for instance, previously the menu hierarchy was cumbersome and left users feeling overwhelmed. We simplified and modernized the user interface and made many design choices with speed and performance in mind.

Use of the Find Your Home feature is the primary way by which users explore home options. To improve site performance, we implemented AngularJS to reduce load time and the frequency of postbacks. This created a more seamless community and product search experience.

Throughout the project, we worked closely with NVR’s application team to ensure their ongoing updates to the database and API were aligned with our work. The team’s recent move to a RESTful API required LMO completely refactor the code to use the new models. Additionally, our design updates required the NVR team make changes to the API, so close collaboration for scheduling and sequencing of work was needed.

Results

The responsive site redesign resulted in key sales funnel points being more accessible to mobile users. There has been a 45% increase in the number of users who have entered into the mobile Find Your Home section, compared to all mobile sessions in the previous experience.

Acquisition for mobile users has skyrocketed across nearly all channels, with an especially noticeable  increase in engagement from organic search users, who now spend 18% more time browsing content. Further, mobile users are 30% less likely to bounce from the homepage and they now spend 49% more time viewing content.

The desktop experience improved as well with the average page load time has decreasing by almost 40%, allowing users to more easily navigate and view content across the site.

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