When we pitched Lennar, we took a look at their website. We found that it didn't espouse the values of their brand: to make people feel like buying a home should be a joyous, stress-free experience. The site was a warren of inter-related, parallel micro-sites, brochure and direct-focused content.
The Lennar sales process involves connecting potential homeowners with salespeople that can begin to help guide into where people see their family growth, community and other quality of life things. So we took a simple approach: the Lennar website should act like it's talking to people, and provide answers to where content is based on where they'd expect to find it.
We added editorial content, streamlined the content hierarchy and site structure. We created a modular structure that would allow for different communities to easily scale up and encourage more growth. We simplified next steps into consolidated spaces to ease the cognitive load. We buffed up the owner dashboard and added photo purpose through a home-life scrapbook that acted as a guide for UGC and was then repurposed for social and for front-end prospects - creating a 360 cycle of use.
The resulting website simplifies the overall structure, removes indecision, and allows for users to have their decisions saved and highlights those decisions subtley on future pages. We made it mobile, and used progressive display to keep the owner in control. And when they're ready, the site is ready to guide them to the next step.