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Meet Module, a modular home building company wanting to create an app to scale up their user facing services and inform their current and future customers.

18% of millennials surveyed said they never expect to own a home

How do I make sense of this concept for my team, the audience, the consumer? 

Who even are the users?

Who is building 1000 sqft homes for $150 thousand dollars?

Module's solution: Modular homes from $150,000 for 1,000 sq ft.
  • architect designed, energy efficient, streamlined building process

The Process

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User Interviews


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Usability Test 

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My Role: UX research, Project management

Team: JP and Jeba

Tools: Slack, Figma, Google docs, Pitch slides

Timeline: 2 weeks


We interviewed 12 past, present, and future homebuyers

  • What do users know about our modular homes?

  • What big ticket items are users comfortable buying online and why?

  • What features do users look for in a home in general?


41% did not know what a module home is and questioned the quality of modular homes
75% felt the housing market was too expensive

“sounds weird…never heard of it”
“House prices are elevated and increased interest rates makes it unaffordable for average family to own a dream home.”
“how would it do in a tornado or hurricane? would it blow away in a bad wind storm? does it have good insulation?"

This website is a wild ride

After conducting two usability tests I created this journey map to convey users current experience of the Module website. 

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Meet our Persona:
Raiyne Ritz, self proclaimed free spirit

  • Loves to project a homestead lifestyle while working a corporate job from home.

  • Rents a small home with their partner but wants something that is unique enough to brag about at dinner.

  • Her last instagram post is a selfie she took watering her compost garden in a $200 Free People dress.

So what's the problem?

Users have a bad taste in their mouth about the home buying process and those negative feelings transfer onto Module.

How do we address their concerns and highlight Module's uniqueness? 

Problem Statment:

Users are not confident in the home buying process and this uncertain feeling transfers to Module considering they do not feel informed enough to understand the product’s benefits, feel the true total cost is hidden and are suspicious of the building process and quality of materials.


How might we create an app that informs and reassures the user throughout the onboarding experience?

  • Users don't understand our product

  • Users are not confident in buying a home in general and this negative feeling transfers to Module.

How to:

  • inform the user

  • keep cost transparent

  • increase user confidence in Module

  • break down the Module process to be understandable

  • showcase the different unique features

  • make the total cost clear and readily available 

Ok this is great! The ideas are forming more but the end is still unclear. We are getting somewhere... but where?

Market Research

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ModsPDX, and StackHomes used simple, honest language and engaging visual models to explain their complex process.

How does Tesla instill confidence needed to make such a large online purchase?

How does Zillow show a home online in a captivating way?


The app will be concise and visual with simple explanations and photos of the Module homebuying process, a clear breakdown of total costs, and thoughtful progress updates and tracking notifications for buyers. Ultimately the app will empower users to trust Module and feel confident in their understanding and its benefits.

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After testing our prototype with users we discovered areas for improvement

Carousell of Module process: 

Final Prototype: real photos and simple language 

Our final prototype informed our users with a simple carousel walkthrough and established confidence with clear images and language. 

Future plans include a detailed cost page that breaks down total costs. 

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