HomeKey
Your Home On Autopilot
Simplifying Home Ownership
Homeownership is often confusing, fragmented, and reactive. Over six years, I led the product and design vision for HomeKey—transforming it from concept to a fully scaled platform. From early research through launch, I shaped the experience to give homeowners control and clarity, while reducing support costs for builders.
Product Strategy · Customer Experience Strategy · UX Design · Mobile App Design · Data Visualization · Brand Design
Project Overview
HomeKey was built to simplify homeownership through a mobile-first experience that combined personalized maintenance plans, product recommendations, and full access to home details. I led the overall product vision and designed the end-to-end homeowner experience. A key innovation was the HomeKey KeyCode—a scannable plate installed in each home, linking physical homes to digital profiles and enabling ownership transfer without losing critical data.
Zero To Launch
Workshop: Business Model Canvas
I led the design of the homeowner mobile app, onboarding flow, and personalized maintenance system—automating care tasks based on what was actually installed in each home. We integrated Amazon’s API to power a built-in marketplace, surfacing the exact products homeowners needed for routine upkeep. We also introduced the KeyCode, a custom scannable plate that activated the digital profile and tied the physical home to its data for life.
Scaling The Platform
As we expanded, we focused on increasing activation rates by reducing friction—from streamlining in-app onboarding to directing omni-channel marketing at move-in. I led the vision for the Builder Support Console, enabling warranty teams to access any home detail in three clicks or less. We also reworked internal workflows to onboard builder and manufacturer data faster and more accurately.
The best design feels invisible—working behind the scenes to reduce stress and guide action. With HomeKey, I set out to turn scattered, high-stakes home data into a calming, intelligent experience that supports homeowners from move-in to maintenance to resale.
Traction and Achievements
HomeKey scaled to over 6,700 onboarded homes across 90+ communities in 8 states, with nearly 4,800 activated by homeowner accounts. In 2024, homeowners engaged actively: • 10 sessions per user (avg.) • 3 minutes per session • 65K+ to-do views • 50K document views • 25K paint color lookups
HOMEOWNER ACTIVATION
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AMAZON CONVERSION
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Through builder training, streamlined onboarding, and targeted homeowner campaigns, activation rates climbed from 20% to as high as 94%, with an all-time average of 74%. Our embedded marketplace delivered strong results—24% of Smartshop recommendations converted to product purchases via Amazon.
