María Alcira González
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Overseeing Ownerly

🔮 The Ask: Oversee the Ownerly design team and integrate the brand across departments (marketing, social, SEO, organic, content)

👨‍👩‍👧‍👦 The Audience: Web-savvy younger homeowners in the 25-40 range

👪 The Team: I was the associate design director, two senior designers, one product manager, two project managers, five devs, one SCRUM master, one media associate, one social associate, and one marketing manager.

🗯️ The Impact: From October 2020 to April 2021, monthly visitors went from 120k to 160k.

Background

A few months after, we added another designer to the team to help with the site optimization side of things and eventually take over the web app. My role shifted to be more strategic, overseeing the designers and the product and helping connect the company's different departments to create a more cohesive experience for the user from acquisition to conversion to retention.

 

Aligning the team's vision

Helped align the team's vision by conducting an entire team meeting known as scope canvas which resulted in us defining and sharing user needs, business goals, and KPIs. Worked with the marketing team to create the brand's language based on our learning to have a unified message across platforms.






 

Home Ownership Journey

Worked closely with the marketing team to map a home ownership journey to help the content and business team find gaps where we could add more value to our customers, like additional services or new content for social posts.

This information was vital for the product team to map new features and for business development to see potential partners.






 

Product Growth

I worked with the team to find new ways to retain customers and test new services and features. One of the team's solutions to improving retention was adding a dashboard showing a summary of your house financials and personalized offers. After running surveys to understand better what the users want to see in a dashboard, we tried a few combinations of showing your home equity and monthly mortgage payment. The goal was to make it easy for our customers to understand their home financials; at a glance, they could see how much of the house they owned and how much they spent monthly in mortgage payments by graphically representing the percentages with a house and a pie chart. We also did a smoke test by adding a faux button of a new service; we measured clicks to gauge interest in the new feature or service.

During this time, the team experimented a lot, and I supervised the design and ensured the brand stayed cohesive.

 

‍Social and Other Media

Worked closely with the marketing to create basic brand guidelines that we could share across teams and unify our message and look and feel between platforms.

We also worked with the media team to create videos, commercials, and social ads that helped bring more informed users to our site, our target users.