About Page Redesign

Role — UX Designer

Duration — 4 weeks

Tools — Sketch, Miro, Workfront

Project Overview

The Toll Brothers About page is a key brand touchpoint for prospective buyers and partners, but its previous design lacked visual hierarchy, mobile optimization, and clear calls to action. Over a four-week redesign, I created a mobile-first, story-driven layout that highlights the company’s heritage, values, and mission while guiding users to explore communities, careers, and design studios. The result was a visually engaging, brand-aligned experience that strengthened first impressions and improved user engagement.

🔍 Discover

The Problem

The existing Toll Brothers "About" page failed to engage mobile visitors and didn’t clearly communicate the company’s legacy or value proposition. It lacked visual hierarchy, had dense text blocks, and no clear calls to action.

Original design

Research Methods

  • Competitive Analysis of About pages in luxury real estate and lifestyle brands to understand best practices.

  • Mobile Usability Audit to assess text readability, navigation flow, and visual layout.

Key Findings

  • Visitors expect a homepage-like introduction and quick access to storytelling elements.

  • Lack of visual hierarchy and mobile responsiveness made the page feel uninviting.

🧩 Define

User Needs

  • Prospective Buyers: Want to quickly understand what sets Toll Brothers apart—heritage, craftsmanship, and personalization.

  • Job Seekers & Partners: Need to feel connected to the company’s culture and see opportunities.

Business Goals

  • Enhance brand perception through compelling storytelling.

  • Increase engagement time on the About page.

  • Drive user flow to Explore Locations, Design Studios, and Careers.

Design Objectives

  1. Clarify visual hierarchy to lead the eye through story, mission, and next steps.

  2. Improve mobile readability and navigation.

  3. Include engaging elements like mission highlights, video intro, leadership visuals, and strong CTAs.

✏️ Develop

Ideation & Layout Sketches

  • A bold, mobile-optimized video intro hero section

  • A chronological story section with updated mobile friendly timeline format.

  • Clear navigation links to key pages like Toll Bothers Advantage, Brands & Services, and Careers, etc.

Prototyping & Feedback

  • Created low-fidelity prototypes running through user flow on mobile.

  • Collected feedback from stakeholders to refine messaging and focus areas.


Iteration Highlights

  • Replaced dense text blocks with scannable sections and pull quotes.

  • Incorporated cleaner layout highlighting our internal design system

✅ Deliver

Final Solution

Final Design Features

  • Values & Culture Section: Clean layout with icons representing prestige, design excellence, and personalization.

  • Heritage Timeline: Scrolling timeline showing legacy and milestones with visuals and concise copy.

  • Engagement CTAs: Strategically placed buttons leading to Communities, Design Studios, Careers.

Outcomes

  • Time on page rose by 35%.

  • Click-through to timeline was up by 20%.

  • Stakeholder feedback praised the revitalized brand storytelling and mobile experience.

🔄 Reflection & Next Steps

This redesign proved the power of clear brand storytelling combined with mobile-first UX. For the next phase, I’d explore:

  • Incorporating social proof like awards or press highlights.

  • Running A/B tests on messaging tone or CTA placement.