Architecting a multi-product construction catalog
As we moved beyond simple ADUs, our product catalog needed a total redesign to accommodate complex multi-unit projects and the gravity of high stakes, six figure transactions.
Role
Lead Design Engineer
Timeline
May 2025 - September 2025
Tech stack
Next.js, Tailwind, Javascript, Cursor
Problem
Our rigid design framework restricted new product lines
The shift to complex developments broke our legacy catalog. We needed a dynamic solution to accommodate new products without confusing users.
Institutional Investors
Homeowners
Neighborhood Developers
SoCal Fire Rebuilders
How might we unify distinct buyer personas under one seamless experience?
A unified catalog experience supporting multiple business verticals
Merging distinct buyer journeys into a cohesive experience that minimizes friction and complexity for users across different product lines.
Simplifying decision-making with more persistant and robust filtering
Integrating a persistent filtering system to ease product discovery, helping users zero in on their desired home.
Fostering buyer confidence with 3D walkthroughs
For some products, we coupled static floorplans with immersive 3D tours to let homeowners and investors visualize their future homes. This gave our users excitement, confidence, and clarity.
Results
Higher conversion and engagement across different user types
By redesigning the system around clarity, comparability, and strong visual understanding, the experience now supports a wide range of customer segments with different goals and decision patterns. Each group can find the right product with less friction and more confidence.
Increased conversion
Clearer navigation, better comparisons, and stronger visual understanding helped customers find the right home faster, leading to more users reaching out with intent.
Broader range of engaged users
The redesigned experience supported a wider spectrum of buyers including portfolio managers, neighborhood developers, and homeowners, each able to navigate the catalog with clarity.
Faster product onboarding
A more structured and scalable system made it significantly easier for internal teams to add new homes and product types, keeping the catalog accurate and up to date.
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Some specifics of this work are protected under NDA. For a deeper look into the process, decisions, and outcomes, reach out directly and I can share more context privately.