Making home-buying experience easier, faster, and more streamlined

There’s no place like home, and there’s no better option for home buying than UpEquity, after we upgraded the platform, improved customer flow, and provided a more intuitive user experience.

Four Mobile Devices Displaying Up Equity Website.

Five phone mockups, with the middle two showcasing the UpEquity web platform on their screens.

About upequity

Changing the way americans buy homes

UpEquity, a real-estate company based in the US, aims to solve the outdated and flawed process of home buying and ensure equal access to the "American dream" of owning a dream home.

Through its proprietary combination of free cash offers, automated underwriting, and low mortgage rates, UpEquity empowers customers to quickly close deals.

The UpEquity website's home page section showcases a Schedule a Call button and the company's mission

Our work

Maximizing conversions, minimizing site complexity

Our vision for the UpEquity’s new website was to make it more user-friendly and to establish an optimized wizard workflow that can effectively guide realtors or borrowers in filling out an application or scheduling a call, leading to an overall increase in conversions.

The platform's upgrade resulted in a polished, uncomplicated, and user-friendly interface that enables customers to navigate through the entire process with just a few clicks.

a green couch sitting on top of a hard wood floor

Development

During development, we leveraged Vue.js with Nuxt's Server-side Rendering to create a robust and speedy platform that's optimized for search engines and offers a snappy user experience.

With Server-side Rendering, the site's content is generated on the server and sent to the browser, resulting in faster page load times. This not only improves the user experience but also helps the site rank better in Google search results.

Vue.js

Nuxt

Development phases

Brainstorming

Project structure/ Architecture

Design

Wizard

Design Implementation

SSR Website

Testing & Fixing

Production

Brainstorming

Project structure/ Architecture

Design

Wizard

Design Implementation

SSR Website

Testing & Fixing

Production

The UpEquity website's old home page section

'Why UpEquity' section on the old version of the UpEquity website

Design

Optimizing UI for intuitive user experience

The existing UI was lacking the brand's key features. However, we did not ignore the previous structure, but carefully inspected the old layout, trying to understand how users use each element, and built our design on top of it.

The UpEquity service is based on providing their clients a straightforward, easy, and stress-free experience of buying, selling, trading up, or refinancing real estate. These functions are laid out on the landing page, creating a visual flow of supporting images and information, broken down into service groups.

In order to decrease endless scrolling, we used links in the header to connect them to the matching section on the landing page.

Easy access and navigation

We selected images with an authentic look carefully - images with natural and bright tones, set in real-life settings, that depict a family atmosphere.

"For Agents" was created as an additional page to separate two types of clients, buyers/sellers, and agents. The intention was for agents to have quick access to all the information they need.

Special attention was given to the UX and UI design of the Wizard - a custom-made user-friendly flow that connects users and stakeholders.

Old version of UpEquity web before redesign.

New version of UpEquity web after redesign.

Wizard

UpEquity’s wizard in steps

01

The wizard site launches with a greeting message and a CTA button. Following that there are questions to precisely get to know what the user seeks. Depending on their persona - agent, buyer, or if they’re in search of refinancing - further questions open up and are displayed to the user. The goal is to optimize the experience and engage the user.

02

Users can easily jump back to the landing page via the header - by clicking on the UpEquity logo, and on the right hand side there’s a personalized greeting message (if the user has answered the first question). A clean and minimal interface makes it easy for the user to know what to do. Big black text on white background is the safest way to show them what is important and what their eyes should gravitate to.

03

The form displays detailed questions about the user’s current needs and wants and then leads them to various different actions. The collected data is then used by UpEquity to prepare for an incoming call, meet, or to prepare an offer.

04

Users need to be aware of what happens at what time so it is always a great idea to show them visually how far along they are in the process. The right side of the screen, below the icon showing the current topic, shows the progress of previously answered questions so that the user can keep track of their steps.

05

After completion, the user gets to choose the wanted action (scheduling a call or a meet, getting more info via email, or applying for an offer). While scheduling a meet or a call with the agent, the reservation of the available time slot on the wanted date is painless and intuitive - handled with a visually pleasing date-time picker. The user is offered an overview of the available dates and available time slots on a particular day. After picking a time slot, both the user and the agent get a confirmation email for the appointment. Scheduling events has never been easier!

The Results

Go big or go home

We are happy to have helped UpEquity reach the dream numbers and US citizens get closer to achieving their American dream.

+72.26%

New visitors

+109.96%

Returning visitors

-69.21%

Bounce rate

+35.57%

Goal conversion rate

AARON DIEK

VP Sales and Partnerships, UpEquity

“I was so impressed at their ability to understand our rather unique and niche business to the effect that they were able to give us support on the design and communications side of things, and not simply on development.”

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Photography

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