Lilac Realty

Website and Responsive Web App Design

Goal: Redesign Lilac Realty’s website to improve usability, brand voice, and content clarity

for home-buyers, sellers, and investors.

Role:

Solo UX Designer

Timeline:

Spring 2025

Skills:

Design Systems

Information Architecture

UX Writing

UX Research

Tools:

Placester

Canva

Overview

Challenge

Approach

Design

Lilac Realty is a real estate brokerage based in Charlotte, North Carolina. They aim to be the top relocation specialists of North and South Carolina, and have been helping buyers and sellers since 2008. They are women-owned and led, and they are passionate about supporting small businesses and philanthropic organizations within and beyond their community.

I was tasked with enhancing Lilac Realty’s website and mobile web app through focusing on usability and navigation improvements. The navigation bar was lengthy, the sections needed clarity, and the website needed general updates and copyedits.

Information Architecture, Design Systems, Wireframing, UX Writing, Accessibility Checkpoints, Usability Testing, Ideation

As the Solo UX Designer, I lead the project’s design initiatives and collaborated with the Broker in Charge to ensure alignment of needs and design direction.

I consolidated the Navigation Bar from 9 options to 5. I dove into the design of each module and page, ensuring the layouts made sense in each section and aligned with the website and brand.

I created Brand Guidelines, outlining colors, typography, and brand voice to be utilized across the internet, from the website to social media.

Implement

  • Consolidated navigation bar (5 tabs)

  • Search engine linked to MLS on the home page

  • UX Writing - update outdated copy, make more intuitive

  • Accessibility checkpoints

  • Update reviews page so users can easily scan it

Navigation Bar Upgrade

There were originally 9 tabs which was overwhelming to the user. A maximum of 5 essential tabs helps users navigate websites more intuitively. Some of the subcategories also needed to be consolidated to make the space less crowded.

There are now 5 tabs in the navigation bar. The remaining 4 were either added as subcategories or dissolved. Now, users can quickly get where they need to go and efficiently explore Lilac Realty’s offerings and what makes their brand unique.

UX Writing Component:

  • Rewrote navigation labels to be more accurate, user-centered and intuitive.  Example: “Amazing Agents” -> “The Lilac Team ” since the firm wanted to include non-agents on the roster.

  • Defined a consistent voice and tone across tabs — approachable yet professional.

  • Crafted UX Copy for landing pages, both for concise intros and elaborate paragraphs.

Impact: Simplified decision-making, created a smoother entry point, and built user trust by improving clarity

Results

  • Increased clarity and ease of navigation by restructuring the website’s information architecture.

  • Reduced friction for both new and returning users through simplified language and improved content organization.

  • Reinforced Lilac Realty’s distinct personality by defining a clear, warm, and community-oriented brand voice.

  • Strengthened user trust and engagement through more intuitive search functionality and improved clarity.

Impact: Users are now able to explore homes, neighborhoods, and agent information more efficiently, resulting in a more confident and enjoyable browsing experience.