Jennifer Duncan Real Estate
Refining Search and Management
5 mins read
Overview
Initially focused on improving the home search experience, this project evolved to address usability challenges on both the front end and backend. The final design creates a more intuitive experience for users while streamlining listing management for the realtor.
Role
Design & Research
Project Type
Paid / Individual
Year
2025
UNDERSTANDING THE PROBLEM
An unstructured website lacking usability and polish.
The client initially reached out to share concerns about the current website. To prepare for a productive discussion, I conducted a preliminary audit to assess usability and structure, identifying key areas for improvement in layout, navigation, and visual hierarchy.
MEETING WITH THE CLIENT
Aligning on priorities to translate insights into clear and actionable tasks.
During our meeting, I presented my findings and discussed the client’s goals and expectations. This conversation helped us prioritize the most impactful changes and define a realistic plan for the redesign. These priorities were defined based on user impact, client goals, and platform constraints within Squarespace.
FIRST ITERATION (DESIGN & BUILD)
Improving structure and visual hierarchy within the contraints of Squarespace.
I began redesigning the website within Squarespace, improving page layout, spacing, and content structure. During this phase, I also familiarized myself with the platform’s capabilities to ensure the design could be implemented effectively.
ITERATION & FEEDBACK
Refining the design through ongoing feedback and collaborative iteration.
I shared progress regularly with the client, gathering feedback on design changes and adjusting layouts accordingly. This iterative process ensured the redesign aligned with both the client’s expectations and user needs.
KEY TURNING POINT
Shifting to a scalable solution.
Towards the end of the first iteration, I realized—particularly while working on the “My Listings” page—that although the design improved the user experience, it did not make it easy for the client to manage and update property listings independently. This insight prompted a shift to consider backend usability alongside the front-end design.
FINAL OUTCOME
Delivering a clearer, more professional website that is easy to maintain.
The final website featured improved navigation, cohesive visual design, and a clearer content hierarchy. Importantly, the client could now independently manage the site, maintaining flexibility for future updates.