MY WORK /
KB HOME
Overview
Company and mission
One of the largest homebuilders in the United States, KB Home delivers personalized, energy-efficient homes through a customer-centric model that allows buyers to configure floor plans, design elements, and finishes.
KB’s mission centers on creating a superior homebuying journey while advancing sustainability and long-term homeowner value.
My role
As Senior Content Strategist at Phenomenon (now Human Standard), I partnered with a cross-functional digital experience team to modernize KB Home’s online customer journey.
I led strategy across the end-to-end purchase funnel—aligning brand positioning, UX structure, and conversion strategy to create a more intuitive and persuasive path from exploration to lead submission.
Impact
As a core member of the digital team for KB Home:
- Increased digital leads by 33% year-over-year
- Drove a 99.8% increase in virtual tour engagement
- Launched a structured content system that improved funnel clarity and supported sustained conversion growth
UX briefs
A cluttered experience
KB Home gives interested homebuyers the ability to personalize many features of a new home, but each customization means more complexity and more decisions in an already intimidating purchase process.
When KB asked us to "refresh" the look of a few key web page templates, we looked at the hodgepodge of tools, CTAs, and copy on the existing experience and decided to overhaul virtually every page on the site. One of my many responsibilities on this project was to arm our UX and design team with an approach to transform the site into an intuitive and delightful experience.
Bringing CX into focus
I applied a critical eye to the existing site—defining the role of each page, analyzing its effectiveness, and developing a hypothesis to guide our redesign.
Then, I inventoried each page template to determine the existing features and functionality. By prioritizing the customer jobs-to-be-done, I was able to reorder or remove features to ensure the pages were properly and intuitively sequenced.
This hierarchy formed the basis for a content proposal that our UX designer could use to structure the wireframes.
KPIs
The team executed wonderfully, and the results blew past our expectations:
- +33% YOY increase in digital leads
- +99.8% engagement in virtual tours
- +20.2% increase in floor plan interaction
