AvalonBay
AvalonBay
AvalonBay
Choose Your Lifestyle
Choose Your Lifestyle
Choose Your Lifestyle
OVERVIEW
AvalonBay Communities is a prominent real estate company specializing in the development and management of upscale apartment communities in key markets throughout the United States. Guided by their mission to “create a better way to live,” they emphasize thoughtful design, sustainability, and a resident-first approach—delivering distinctive living experiences while integrating strong environmental, social, and governance practices.
The client’s goal for this project was to redesign their community brand pages to better reflect the identity and value of each of their unique offerings—Avalon (modern, elevated living), AVA (urban, city living), Eaves (value-driven living), and Kanso (simple, contemporary living). They aimed to establish clear brand differentiation and storytelling across these pages, helping prospective residents easily understand which community best fits their lifestyle.
As the sole Lead UX and Visual Designer, my role was to reimagine the experience across these four brand pages from concept to high-fidelity designs. While this was not a full website redesign, I focused on creating a cohesive yet flexible design system tailored to each brand. I refined user flows, aligned visual direction with each community’s identity, and collaborated closely with stakeholders and content writers to craft a clear, engaging, and intuitive experience that supports both brand clarity and user decision-making.
AvalonBay Communities is a prominent real estate company specializing in the development and management of upscale apartment communities in key markets throughout the United States. Guided by their mission to “create a better way to live,” they emphasize thoughtful design, sustainability, and a resident-first approach—delivering distinctive living experiences while integrating strong environmental, social, and governance practices.
The client’s goal for this project was to redesign their community brand pages to better reflect the identity and value of each of their unique offerings—Avalon (modern, elevated living), AVA (urban, city living), Eaves (value-driven living), and Kanso (simple, contemporary living). They aimed to establish clear brand differentiation and storytelling across these pages, helping prospective residents easily understand which community best fits their lifestyle.
As the sole Lead UX and Visual Designer, my role was to reimagine the experience across these four brand pages from concept to high-fidelity designs. While this was not a full website redesign, I focused on creating a cohesive yet flexible design system tailored to each brand. I refined user flows, aligned visual direction with each community’s identity, and collaborated closely with stakeholders and content writers to craft a clear, engaging, and intuitive experience that supports both brand clarity and user decision-making.
client
AvalonBay Communities
client
AvalonBay Communities
client
AvalonBay Communities
role
Lead Visual Designer & UX Designer at HZ (Brand Agency)
role
Lead Visual Designer & UX Designer at HZ (Brand Agency)
role
Lead Visual Designer & UX Designer at HZ (Brand Agency)
project
Website/Mobile Redesign · Brand Identity · UX Research · Visual Q&A · Design System
project
Website/Mobile Redesign · Brand Identity · UX Research · Visual Q&A · Design System
project
Website/Mobile Redesign · Brand Identity · UX Research · Visual Q&A · Design System
timeframe
Aug 2022 - Mar 2023
timeframe
Aug 2022 - Mar 2023
timeframe
Aug 2022 - Mar 2023
tools
Figma · Asana
tools
Figma · Asana
tools
Figma · Asana
The Challenge.
The Challenge.
Prospective renters exploring AvalonBay Communities’s website often face challenges understanding the differences between its various community brands—Avalon, AVA, Eaves, and Kanso. While each brand is designed for a distinct lifestyle, the existing experience lacked clear differentiation and cohesive storytelling, making it difficult for users to quickly determine which option best fits their needs. This friction can lead to confusion, reduced engagement, and slower decision-making in an already competitive rental market.
How might we better differentiate AvalonBay’s community brands and create a more intuitive browsing experience so users can quickly find the right fit for their lifestyle while improving engagement across the brand pages?
Prospective renters exploring AvalonBay Communities’s website often face challenges understanding the differences between its various community brands—Avalon, AVA, Eaves, and Kanso. While each brand is designed for a distinct lifestyle, the existing experience lacked clear differentiation and cohesive storytelling, making it difficult for users to quickly determine which option best fits their needs. This friction can lead to confusion, reduced engagement, and slower decision-making in an already competitive rental market.
How might we better differentiate AvalonBay’s community brands and create a more intuitive browsing experience so users can quickly find the right fit for their lifestyle while improving engagement across the brand pages?
Prospective renters exploring AvalonBay Communities’s website often face challenges understanding the differences between its various community brands—Avalon, AVA, Eaves, and Kanso. While each brand is designed for a distinct lifestyle, the existing experience lacked clear differentiation and cohesive storytelling, making it difficult for users to quickly determine which option best fits their needs. This friction can lead to confusion, reduced engagement, and slower decision-making in an already competitive rental market.
How might we better differentiate AvalonBay’s community brands and create a more intuitive browsing experience so users can quickly find the right fit for their lifestyle while improving engagement across the brand pages?
User Goals.
User Goals.
Understand the differences between Avalon, AVA, Eaves, and Kanso
Find a community that fits their lifestyle, location, and budget
Easily explore and compare key features, amenities, and details
Take action quickly through a clear, seamless inquiry process
Business Goals.
Business Goals.
Increase inquiries and lease conversions
Improve engagement and time spent on brand pages
Strengthen and differentiate each brand’s identity
Enhance overall site performance, including SEO and mobile experience
Increase inquiries and lease conversions
Improve engagement and time spent on brand pages
Strengthen and differentiate each brand’s identity
Enhance overall site performance, including SEO and mobile experience
Let's take a closer look…
Let's take a closer look…
AvalonBay Brand Pages (Before):
Pain Points:
Key search and filtering tools were not prominent, making them easy for users to miss
Content hierarchy felt flat and did not effectively guide user attention or engagement
Limited storytelling and visual content reduced emotional connection to the communities
Lack of resident testimonials made it harder for users to understand the lived experience
Brand differences were not clearly communicated, leading to confusion between community types
Overall page experience felt static, reducing exploration and time spent on site
AvalonBay Brand Pages (Before):
Pain Points:
Key search and filtering tools were not prominent, making them easy for users to miss
Content hierarchy felt flat and did not effectively guide user attention or engagement
Limited storytelling and visual content reduced emotional connection to the communities
Lack of resident testimonials made it harder for users to understand the lived experience
Brand differences were not clearly communicated, leading to confusion between community types
Overall page experience felt static, reducing exploration and time spent on site
brand pages (before)
Wireframing.
Wireframing.
I created low-fidelity wireframes for each of the AvalonBay Communities brand pages, establishing a clear structure and information hierarchy for Avalon, AVA, Eaves, and Kanso. I also developed a reusable template for each brand page, ensuring a consistent framework while allowing the content and hierarchy to flex based on each brand’s needs and positioning.
These wireframes helped define the key components and content sections required to support each brand’s identity and messaging. I collaborated closely with the client and stakeholders to ensure every section had a clear purpose and aligned with both user and business goals. Ultimately, the wireframes served as the foundation for the final visual design, guiding layout, hierarchy, and overall page experience.
I created low-fidelity wireframes for each of the AvalonBay Communities brand pages, establishing a clear structure and information hierarchy for Avalon, AVA, Eaves, and Kanso. I also developed a reusable template for each brand page, ensuring a consistent framework while allowing the content and hierarchy to flex based on each brand’s needs and positioning.
These wireframes helped define the key components and content sections required to support each brand’s identity and messaging. I collaborated closely with the client and stakeholders to ensure every section had a clear purpose and aligned with both user and business goals. Ultimately, the wireframes served as the foundation for the final visual design, guiding layout, hierarchy, and overall page experience.
low-fidelity wireframes
I collaborated with the client to develop multiple brand page template variations, using wireframes to structure and map out the content for each brand.
Designing.
Designing.
I translated the approved wireframes into high-fidelity designs for the AvalonBay Communities brand pages, focusing on clear differentiation and a modern, elevated look for each community.
I refined typography, color, and components into a scalable design system for Avalon, AVA, Eaves, and Kanso, and incorporated real community photography to create a more authentic experience. I also partnered with a content writer to develop brand-specific messaging that strengthened storytelling across each page. Throughout the process, I collaborated closely with the client to ensure the final designs aligned with both user needs and business goals.
I translated the approved wireframes into high-fidelity designs for the AvalonBay Communities brand pages, focusing on clear differentiation and a modern, elevated look for each community.
I refined typography, color, and components into a scalable design system for Avalon, AVA, Eaves, and Kanso, and incorporated real community photography to create a more authentic experience. I also partnered with a content writer to develop brand-specific messaging that strengthened storytelling across each page. Throughout the process, I collaborated closely with the client to ensure the final designs aligned with both user needs and business goals.
I translated the approved wireframes into high-fidelity designs for the AvalonBay Communities brand pages, focusing on clear differentiation and a modern, elevated look for each community.
I refined typography, color, and components into a scalable design system for Avalon, AVA, Eaves, and Kanso, and incorporated real community photography to create a more authentic experience. I also partnered with a content writer to develop brand-specific messaging that strengthened storytelling across each page. Throughout the process, I collaborated closely with the client to ensure the final designs aligned with both user needs and business goals.
AvalonBay Brand Pages (After):
Key Improvements:
Clarified brand differences across Avalon, AVA, Eaves, and Kanso through stronger messaging, visuals, and structure
Improved content hierarchy and overall page flow to better guide users and increase engagement
Moved search and filtering higher on the page for quicker access and improved usability
Enhanced storytelling with real community imagery and added resident testimonials to build authenticity
Created a more dynamic, exploratory experience to increase time on site and engagement
AvalonBay Brand Pages (After):
Key Improvements:
Key search and filtering tools were not prominent, making them easy for users to miss
Content hierarchy felt flat and did not effectively guide user attention or engagement
Limited storytelling and visual content reduced emotional connection to the communities
Lack of resident testimonials made it harder for users to understand the lived experience
Brand differences were not clearly communicated, leading to confusion between community types
Overall page experience felt static, reducing exploration and time spent on site
high-fidelity designs
Using the approved wireframes, I developed high-fidelity designs and an interactive prototype to showcase each brand page.
Using the approved wireframes, I developed high-fidelity designs and an interactive prototype to showcase each brand page.
Prototyping + Testing.
Prototyping + Testing.
I brought the high-fidelity designs for the AvalonBay Communities brand pages to life through interactive prototypes that reflected real user flows across each community. I conducted usability reviews with stakeholders to evaluate navigation, content clarity, and overall ease of use, using feedback to refine interactions and improve the experience. These iterations helped ensure the final product felt intuitive, seamless, and aligned with how users explore and compare AvalonBay’s communities.
I brought the high-fidelity designs for the AvalonBay Communities brand pages to life through interactive prototypes that reflected real user flows across each community. I conducted usability reviews with stakeholders to evaluate navigation, content clarity, and overall ease of use, using feedback to refine interactions and improve the experience. These iterations helped ensure the final product felt intuitive, seamless, and aligned with how users explore and compare AvalonBay’s communities.
I brought the high-fidelity designs for the AvalonBay Communities brand pages to life through interactive prototypes that reflected real user flows across each community. I conducted usability reviews with stakeholders to evaluate navigation, content clarity, and overall ease of use, using feedback to refine interactions and improve the experience. These iterations helped ensure the final product felt intuitive, seamless, and aligned with how users explore and compare AvalonBay’s communities.
Feedback + Iterations.
Feedback + Iterations.
I gathered feedback from the client, stakeholders, and project team for the AvalonBay Communities brand pages to identify opportunities to improve layouts, user flows, and interactions. I refined the designs based on these insights to ensure a clearer, more consistent experience across all pages. This iterative, collaborative process helped shape a more polished and purposeful final design that was aligned with both user needs and business goals, and ready for development.
I gathered feedback from the client, stakeholders, and project team for the AvalonBay Communities brand pages to identify opportunities to improve layouts, user flows, and interactions. I refined the designs based on these insights to ensure a clearer, more consistent experience across all pages. This iterative, collaborative process helped shape a more polished and purposeful final design that was aligned with both user needs and business goals, and ready for development.
I gathered feedback from the client, stakeholders, and project team for the AvalonBay Communities brand pages to identify opportunities to improve layouts, user flows, and interactions. I refined the designs based on these insights to ensure a clearer, more consistent experience across all pages. This iterative, collaborative process helped shape a more polished and purposeful final design that was aligned with both user needs and business goals, and ready for development.
The Solution.
The Solution.
We redesigned the AvalonBay Communities brand pages into a clearer, more intuitive experience that helps users easily understand and compare Avalon, AVA, Eaves, and Kanso. By strengthening brand differentiation, improving visual storytelling, incorporating real community imagery, and building a scalable design system, we created a more engaging and cohesive experience that better reflects each community’s identity and improves overall user exploration and engagement.
We redesigned the AvalonBay Communities brand pages into a clearer, more intuitive experience that helps users easily understand and compare Avalon, AVA, Eaves, and Kanso. By strengthening brand differentiation, improving visual storytelling, incorporating real community imagery, and building a scalable design system, we created a more engaging and cohesive experience that better reflects each community’s identity and improves overall user exploration and engagement.
We redesigned the AvalonBay Communities brand pages into a clearer, more intuitive experience that helps users easily understand and compare Avalon, AVA, Eaves, and Kanso. By strengthening brand differentiation, improving visual storytelling, incorporating real community imagery, and building a scalable design system, we created a more engaging and cohesive experience that better reflects each community’s identity and improves overall user exploration and engagement.
