Corvias
Performing a UX audit identified opportunities to enhance the current website to better align with customer and partner needs.
Key findings from a detailed UX audit proved the need to redesign high visibility pages within Corvias’ website as well as restructure the current information architecture and content strategy.
Project goals
- Content development aimed at reassuring customers and partners and building community trust.
- Provide a new theme to the current site, with impactful and flexible components to accommodate all content.
- Enhance the entire user experience to become a source of information for potential, current, and future customers.
The ChallengeRegaining community trust
Corvias is an established company that partners with state and local governments, the military, and higher education. One of those services includes providing privatized military housing. After a lawsuit became national news surrounding unsafe and unhealthy living conditions, we were brought on to perform a full UX audit of their website in order to redefine brand identity through content writing and visual design aimed at regaining community trust.
My role
I was the previous lead UX/UI designer for our initial redesign in 2019, and continued in this role for the rebranding scope of work. I created slim wireframes to detail several design directions, and then implemented the approved direction in high-fidelity mockups.
Target AudienceMeet the users
Name: Samantha
Age: 36
Occupation: Educator
Samantha is a mother of two and married to a military personnel. Her family has recently relocated to Maryland. She has heard negative news about Corvias and would use the website to learn more about how Corvias is improving housing situations.
Name: Naomi
Age: 28
Occupation: Military Personnel
Naomi currently lives in military housing provided by Corvias and would use the website to view all army installation projects to better understand how Corvias enhances her military community.
Name: Chris
Age: 48
Occupation: Job Seeker
Chris is a maintenance technician and is interested in a career at Corvias. He would use the website to learn what sets them apart, benefits, and to begin his job search.
ApproachSet the tone for a rebrand and prioritizing the content
UX design process
The client asked for multiple design directions of the homepage that would then set the tone for the rest of the site. This was accomplished by creating two versions that styled components differently, and a final version that pushed the creative boundary. Instead of agreeing on a direction during the wireframing phase, the client was more comfortable making a decision after reviewing high-fidelity mockups. I created various components that served a purpose to showcase breadth of service, differentiators, and statistics. All of the above was grounded in the project’s content strategy to rebrand Corvias and increase its public opinion.
Services Carousel – Component used to display a snapshot of each service.
Expanding Icon Box – Component used to display differentiators.
Statistic Counter Card & Testimonial – Components used to display key facts and personal testimonials.
It’s always difficult to convince a client to steer clear of a splashy hero that includes text on top of an image. Not only is the accessibility compromised, but it’s often difficult to source a perfect photo (where an overlay or gradient wouldn’t detract from the photo). Iterations of the homepage and client communication helped to arrive at a solution: full bleed stationary background image with overlay, and a separate area for hero content and associated image (no video!). However, I didn’t win that battle on the interior hero.
Insights
Unfortunately due to a small budget, we were unable to perform user testing. However, Corvias’ image in the media now includes articles that promote positive changes within the company: investing millions of dollars to improve military housing and being named a Top 10 Student Housing Management Company for its higher education sector.
The redesigned website allows for noteworthy news to be featured and promoted, further reenforcing Corvias’ commitment to the community and building loyalty and trust within its customers and partners.
TakeawayAlways design for the content
Design without an ego. Design with intent. Yes, of course the design is important, but if it can’t appropriately accommodate the content, then you’re doing something wrong. Each component on the website was created in order to accomplish a content goal, which ultimately was what made the rebrand and redesign successful. Corvias now has the capability to highlight services, partnerships, giving within the community, and news. They are able to do this with flexible and purposeful components and templates.