Modsy Homepage Research and Redesign
In 2018, Modsy underwent an intensive messaging and positioning research initiative. As the lead designer on the marketing team, I played a key role in both the research process and the translation of findings into impactful design solutions. The resulting work became the new homepage—establishing both the visual and messaging foundation that helped position Modsy as a leading brand in the emerging online interior design space.
UX Researcher // Designer
The Process
Working closely with the lead researcher and copywriter, we conducted extensive user testing and customer interviews to understand who the Modsy customer was and what they valued most about the service. These insights informed the homepage content and copy, which we refined through many rounds of prototype testing. The final result was a clear, compelling positioning statement and homepage experience that effectively communicated Modsy’s value—ultimately doubling conversion rates from 1% to 2%.
Beyond the homepage, the messaging strategy became a cornerstone of our broader marketing efforts. It influenced a wide range of top-performing campaigns and collateral, including the brand’s all-time best-performing Facebook ad and a redesigned email welcome series that boosted conversion by 35%.
Key Insights & Solutions
Section 1: Hero
Insight
User research revealed that customers consistently cited seeing 3D design concepts in their own spaces as the most valuable part of Modsy’s service.
Solution
We centered the homepage messaging around this key benefit. Through many rounds of testing, we refined the headline and subheadline to succinctly communicate our offering. I introduced the idea of using a bird’s-eye-view 3D rendering as the hero image — a design that both showcased a beautifully styled space and immediately signaled that the experience was powered by 3D technology rather than photography (a common mistake).
Section 2: Brands
Insight
First-time visitors often misunderstood Modsy as only a 3D design tool, missing that it was also a shopping experience.
Solution
We added a brand wall featuring well-known retailer logos to immediately cue to customers that they could both design and shop with this service, and that we partnered with trusted brands.
Section 3: How it Works
Insight
Because Modsy offered a completely new approach to home design, customers often arrived with little context for what the service was or what they would receive.
Solution
Through extensive testing of different formats, we found that this five-step "How It Works" section consistently outperformed other versions. Breaking down the process into clear numbered steps helped customers quickly grasp Modsy’s offering and answered most of their initial questions.
Section 4: Unlimited Revisions
Insight
Once customers understood the value of the service, their biggest concern became: "What if I don’t like my designs?"
Solution
We introduced an “Unlimited Revisions” policy to reassure customers that we would continue working with them until they were completely satisfied. To further bring this to life, I designed a visual story featuring a fictional customer, Angela, and a series of living room design iterations, illustrating what the revision process could look like.
Section 5: See Your Options
Insight
Customers were most excited to see furniture in their exact room and compare different designs and options in a way that they could have never done before.
Solution
I put together this sofa swapping sequence as a simple and visually compelling way to reinforce the idea of exploring multiple options. The sequence helped customers imagine finding the perfect fit, while the labels highlighted that these were real pieces from trusted, well-known brands.
Section 6: Press
Insight
Prospective customers often looked to reviews from trusted sources before trying a new service.
Solution
We leveraged quotes from our press coverage in well-known media outlets to build credibility and position Modsy as an exciting, trustworthy new company.
Section 7: Customer Stories
Insight
Customer stories, featuring real designs and outcomes, were consistently one of the most compelling factors in driving conversion.
Solution
We highlighted a selection of customer success stories on the homepage, pairing before-and-after images with short, relatable quotes. These stories showed prospects that we understood their struggles and could deliver real results. Each feature linked to a long-form blog post chronicling the customer’s full journey, from initial design challenges to their final solution.
Section 8: Our Designers
Insight
Customers were often confused about whether Modsy was a self-serve tool or a full design service.
Solution
In addition to refining site messaging, we added a section highlighting that customers would work directly with a real designer throughout the process — reinforcing that Modsy was a personalized service, not just a tool.