Carson.Live
Carson
Website Redesign
Carson Living - an all in one solution for efficient property management
Carson Living - an all in one solution for efficient property management
Background
Background
Carson helps properties give their residents a better living experience by integrating with a building’s hardware and software to streamline services for property staff and residents, all in one app.
Carson helps properties give their residents a better living experience by integrating with a building’s hardware and software to streamline services for property staff and residents, all in one app.
Impact
Impact
Our team came up with a new content strategy and rebranded design to their website. The website was successfully launched in Q1 of 2024.
Our team came up with a new content strategy and rebranded design to their website. The website was successfully launched in Q1 of 2024.
Role
Role
UX/UI Designer
Timeline
Timeline
Dec 2023 - Jan 2024
Team
Team
2 UX/UI Designers
Graphic Designer
Content Strategist
Type
Contract
Client: Carson
@ Thirds Studio
The Challenge
The Challenge
Carson's current brand & website design fail to effectively communicate its benefits and unique value proposition
Carson's current brand & website design fail to effectively communicate its benefits and unique value proposition
Carson’s branding doesn’t reflect its true value or premium features that it has to offer—creating an opportunity to reposition itself as a bolder, more elevated brand.
Carson’s branding doesn’t reflect its true value or premium features that it has to offer—creating an opportunity to reposition itself as a bolder, more elevated brand.
Research Audit
Research Audit
The website lacked clear messaging, with visitors unable to quickly understand the value they offer
The website lacked clear messaging, with visitors unable to quickly understand the value they offer
I audited the existing website's user interface and content based on Nielsen and Norman's Heuristic Principles. This allowed our team to find opportunities to improve the interface and usability of the website grouped into two major categories.
I audited the existing website's user interface and content based on Nielsen and Norman's Heuristic Principles. This allowed our team to find opportunities to improve the interface and usability of the website grouped into two major categories.
Brand Positioning
Brand Positioning
Where does Carson fall in terms of branding?
Where does Carson fall in terms of branding?
To assess Carson's brand positioning, I mapped competitors across two axes. Carson currently sits in the Affordable and Approachable space. Through our analysis, Carson has the opportunity to make its brand more premium and bold.
To assess Carson's brand positioning, I mapped competitors across two axes. Carson currently sits in the Affordable and Approachable space. Through our analysis, Carson has the opportunity to make its brand more premium and bold.
Competitive Analysis
Competitive Analysis
Carson offers robust features, but the website doesn't fully reflect its strengths
Carson offers robust features, but the website doesn't fully reflect its strengths
Our analysis revealed Carson provides unique value through comprehensive hardware and software integrations, along with essential property management tools—all accessible within one seamless app experience. However, the current website lacked clear communication of these strengths.
Our analysis revealed Carson provides unique value through comprehensive hardware and software integrations, along with essential property management tools—all accessible within one seamless app experience. However, the current website lacked clear communication of these strengths.
Building Types
Tailoring the design for different residential needs
By designing with these property types in mind, we created a versatile solution suited for both staffed and unstaffed buildings.
How might we simplify & rebrand Carson's site so users quickly understand its offerings?
How might we simplify & rebrand Carson's site so users quickly understand its offerings?
How might we simplify & rebrand Carson's site so users quickly understand its offerings?
which led us to the question…
which led us to the question…
which led us to the question…
Branding
Branding
Modern Aesthetics Meet Effortless Functionality
Modern Aesthetics Meet Effortless Functionality
We developed Carson's branding around the concept of 'elevated living,' blending sleek, modern visuals with approachable functionality. The clean design, sophisticated typography, and neutral tones reflect a seamless, high-quality living experience
We developed Carson's branding around the concept of 'elevated living,' blending sleek, modern visuals with approachable functionality. The clean design, sophisticated typography, and neutral tones reflect a seamless, high-quality living experience,
We developed Carson's branding around the concept of 'elevated living,' blending sleek, modern visuals with approachable functionality. The clean design, sophisticated typography, and neutral tones reflect a seamless, high-quality living experience
What I took away from this project
What I took away from this project
Client management involves investing time into building a collaborative relationship
Designing for multiple users and use cases reinforced the importance of intuitive streamlined solutions
Collaborating with a multidisciplinary team taught me the importance of integrating varied perspectives
Client management involves investing time into building a collaborative relationship
Designing for multiple users and use cases reinforced the importance of intuitive streamlined solutions
Collaborating with a multidisciplinary team taught me the importance of integrating varied perspectives
Learnings
Learnings
Next Steps
Next Steps
If I were still working on this project…
If I were still working on this project…
I would conduct a round of usability testing to validate the designs
Measure impact of the website redesign based on KPIs
I would conduct a round of usability testing to validate the designs
Measure impact of the website redesign based on KPIs
Design
Design Changes
Design Changes
See next project
See next project
Design
Design
Final Designs
Final Designs
Carson.Live
Design
Design Changes
carson.live
The Challenge
Carson's current brand & website design fail to effectively communicate its benefits and unique value proposition
Carson’s branding doesn’t reflect its true value or premium features that it has to offer—creating an opportunity to reposition itself as a bolder, more elevated brand.
Brand Positioning
Where does Carson fall in terms of branding?
To assess Carson's brand positioning, I mapped competitors across two axes. Carson currently sits in the Affordable and Approachable space. Through our analysis, Carson has the opportunity to make its brand more premium and bold.
Building Types
When designing, we took into account different property types
By designing with these property types in mind, we created a versatile solution suited for both staffed and unstaffed buildings.
What I took away from this project
Client management involves investing time into building a collaborative relationship
Designing for multiple users and use cases reinforced the importance of intuitive streamlined solutions
Collaborating with a multidisciplinary team taught me the importance of integrating varied perspectives
Learnings
Next Steps
If I were still working on this project…
I would conduct a round of usability testing to validate the designs
Measure impact of the website redesign based on KPIs
