Reimagining how people buy new homes.
One of the top 10 homebuilders in the U.S. was selling a personalized product through an impersonal experience. K. Hovnanian made a strategic decision to simplify how they sell homes by collapsing 5,000+ configuration options down to 140 curated "Looks." My job was to make that message land clearly in the market. Working directly with the CEO for over nine months, I led the creative and UX for a full digital transformation: a new website built around the Looks story, and a Design & Price tool that lets buyers do most of the work from home before they ever step foot in a K. Hovnanian community.
$3.7M
When I inherited this account, it was a $175K relationship. Two years later, it had grown to $3.7M — and it continues to grow today, on track to clear $5M.
A site built for how people actually shop for a home.
The website was a full redesign and replatform. The job was to make the Looks offering legible in 30 seconds, then let buyers go deep — find a community, walk a floor plan, understand finishes and pricing, and learn everything there is to know about a home before driving to a sales center.
Show, don't sell.
The Palette Visualizer is the proof. Drag across a single kitchen or bathroom and watch a dozen versions of it unfold — same room, completely different homes. It’s the moment buyers stop asking how many options there are and start picking the one they want.
What changed.
Lead volume held flat after launch and has since recovered. Lead quality didn’t. Buyers coming through the site now arrive better-informed, further down the funnel, and ready to talk specifics. The Looks homes are outselling legacy homes 2 to 1. The win isn’t more leads. It’s better ones — and a sales motion that’s been quietly rebuilt around them.
2 to 1
Rate at which Looks homes are outselling legacy homes
The tool that changed how K. Hovnanian sells.
Most homebuilder sites still feel like spec sheets. Modeled on a car configurator, the Design & Price tool walks buyers through the real decisions — lot, floor plan, Look, finishes — without ever stepping into a design center.
32%
Increase in home configuration completions
“Before the Design & Price tool, we would have 5,000 configuration options on average. Because of this tool, we have moved to 140 options. A step function change has allowed for drastic efficiency. We've shifted a whole culture here.”
A. Hovnanian
Build to outlast us.
A new design system runs underneath everything: fully responsive, WCAG 2.2 AA, and built so the in-house team can author, scale, and extend on their own.
View more case studies.
