Work

Project Name

Scalable Foundation

How a modular website redesign improved engagement and reduced friction at scale.

Scalable Foundation

How a modular website redesign improved engagement and reduced friction at scale.

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Scope:

Website Redesign Program

Client:

AVJennings

Year:

2024

Services:

Digital Product Design

Digital Product Design

Experience Mapping

Experience Mapping

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Challenge

Why this mattered.

AVJennings’ website no longer matched the expectations of modern home buyers or the operational needs of the business. The legacy CMS created heavy dependence on agency support for minor updates, slowing delivery, increasing cost, and limiting the team’s ability to respond quickly. At the same time, behavioural data showed clear signs of experience breakdown, with high rage clicks, dead clicks, and significant mobile friction reducing confidence and engagement.

Who was affected?

First Home Buyers needed clarity and reassurance throughout the journey.

Subsequent Buyers wanted quick validation.

Downsizers valued simplicity and certainty.

Investors focused on returns.

Marketing teams needed content autonomy to reduce reliance on agencies for routine updates.

Goal

Rebuild the digital foundation into a more usable, scalable, and self-sustaining platform, improving customer engagement while giving internal teams greater control over content and delivery.

Rebuild Pro9’s digital presence to strengthen trust, highlight technical excellence, support content evolution and lead generation.

Rebuild the digital foundation into a more usable, scalable, and self-sustaining platform, improving customer engagement while giving internal teams greater control over content and delivery.

Approach

The evidence

I co-led discovery through analytics review, heatmap analysis, competitor benchmarking, and stakeholder workshops. The data showed the problem was not simply content quality. The deeper issue was structural: navigation depth, fragmented interaction patterns, and limited flexibility in the legacy system were making the experience harder to use and harder to manage.

The solution

A modular design framework covering all major page types with adaptable templates.

Information architecture was rebuilt to reduce navigation depth.

Interaction patterns were standardised across devices.

Governance documentation defined ownership and review cadence for future modules.

Research

Analytics Review

Heatmap Analysis

Competitor Benchmarking

Stakeholder Workshops

Usability Assessment

IA Validation

Outcome

The redesign removed legacy friction and created a stronger digital foundation for both customers and internal teams. The platform became easier to navigate, easier to manage, and better equipped to support long-term growth.

Measure of impact

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Decrease in rage clicks

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Decrease in rage clicks

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Decrease in dead clicks

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Increase in stickiness (return visits)

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Increase in mobile interactions

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Increase in mobile interactions

Role

I co-led discovery and UX strategy direction, helped define the modular framework with the agency, and connected analytics, design, and governance into a single decision-making model. My role focused on making the experience more evidence-based, operationally sustainable, and scalable across future delivery.

I led end-to-end UX and CX strategy from competitive intelligence through governance implementation. Cross-competitor analysis identified Pro9’s strategic opportunity: the strongest product and the weakest digital presence. I defined evidence-based goals and embedded scalable systems, transforming the website into a competitive business driver that delivers measurable credibility and conversions.

Legacy and reuse

Marketing gained complete control over content through modular templates, reducing turnaround time and agency reliance. The governance model was later adopted for microsites, establishing a repeatable framework that improved UX consistency and delivered efficiency gains across future digital initiatives.

I led end-to-end UX and CX strategy from competitive intelligence through governance implementation. Cross-competitor analysis identified Pro9’s strategic opportunity: the strongest product and the weakest digital presence. I defined evidence-based goals and embedded scalable systems, transforming the website into a competitive business driver that delivers measurable credibility and conversions.

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