Property Onboarding Homepage Redesign

Improving how holiday property owners discover the value of letting with Sykes

My Role

UX Designer

Squad

2 UX Designers | PO | 2 Developers

Tools

Figma | Miro | Contentsquare | AI

Duration

6 weeks (in design)

Background

Sykes' primary owner acquisition page has poor conversion due to weak value exchange, unclear CTAs and cognitive overload across the page. Users couldn't understand the value proposition before being asked to to provide their data.

Hypothesis

  • Reorganising content into a clear, step-by-step flow and surfacing key value points early, will reduce cognitive load and build user confidence.

  • Providing distinct paths to support both high-intent and research-focused users will guide users more effectively, leading to higher quality leads.

Control design

Research Review

We reviewed previous research, analysed ContentSquare data and conducted a UX audit to identify key issues:

  • Trust signals needed before asking for commitment.

  • The estimated earnings calculator and contact form were the most engaged-with elements.

  • Dense text and multiple CTAs, as well as outdated, inconsistent UI made the page feel overwhelming.

  • Need to support both high-intent and research-focused users with different paths.

Process

  1. Facilitated cross-functional workshop to prioritise content and consider user flow with key stakeholders, including marketing team and Portfolio Director.

  2. Conducted thematic analysis using workshop data to identify key themes and create logical user flows. 

  3. Collaborated with another UX Designer throughout process, with regular updates to Heads of both UX and Product.

Final Design

Hero & Value Proposition

  • Upfront earnings estimate shows value early and encourages interaction.

  • Trust signals show credibility, reassuring users.

  • Clear CTAs support both high-intent and research-focused users.

  • CTAs appear contextually under key content, then stick to the footer on scroll.

Key USPs

  • 5 key USPs laid out as paired images with benefit-led headlines for easy scannability.

  • Built trust through storytelling.

  • Rewrote copy to be clear and jargon-free.

  • Simplified and clean, brand-aligned UI.

Collections & Testimonials

  • Themed image cards blend marketing taglines with real guest demand (e.g. hot tubs, glamping).

  • Layered social proof with a concise owner quote and an optional video for deeper engagement.

  • Mobile‑friendly carousel keeps exploration seamless without overloading user.

Onboarding Steps & FAQs

  • 3 clear steps to guide users to get started.

  • Accordion FAQs after steps answer top concerns for both high-intent and research-focused users.

  • Trust signals to reinforce credibility in footer.

Project Status

  • Secured enthusiastic buy‑in from both the Portfolio Director and Managing Director.

  • Development is in progress, using QA checklists and regular reviews to ensure visual fidelity and seamless interactions.

Next Steps

  1. Validation Plan: Roll out an A/B test over 6–8 weeks post‑launch, measuring enquiry form submissions, calculator interactions and bounce rates via ContentSquare.

  2. Iterations: Enquiry form flow and calculator functionality.

Next

Redesign: Search Property Cards