Jai Tudor Jones
Available for Work
Coming Soon Community Pages
Redefining how homebuyers discover and engage with new communities before construction even begins.
Overview
DETAILS
ROLE
Lead Product Designer
TIMELINE
8 Weeks
COMPANY
Lennar
YEAR
2026
BUSINESS CHALLENGE: BUILDING EXCITEMENT FOR WHAT'S YET TO COME
Lennar markets Coming Soon communities up to a year before construction begins, creating a unique business challenge: generating buyer interest and capturing leads before homes, pricing, or detailed community information are available. I led the redesign of these pages to create a more engaging, buyer-centered experience that evolves alongside each community's development.
PREVIOUS EXPERIENCE
The previous Coming Soon experience struggled to generate excitement, encourage repeat visits, and effectively communicate Lennar's brand and value to prospective buyers.
4 Key Experience Gaps:
1
Weak brand storytelling
The experience lacked opportunities to reinforce Lennar's brand and build buyer confidence.
3
Limited engagement
The existing pages did little to build anticipation or encourage buyers to return.
2
Inflexible content
Pages needed to adapt as community information became available.
4
Underutilized empty states
Missing content resulted in experiences that felt incomplete rather than intentional.
PROBLEM FRAMING: DESIGNING FOR UNCERTAINTY, ANTICIPATION, & CHANGE
The challenge extended beyond creating a visually compelling landing page. The solution needed to balance buyer expectations, business objectives, technical feasibility, and the dynamic content needs of Coming Soon Communities.
To navigate these competing priorities, I framed the redesign around three key challenges:
Engagement
1
How might we generate excitement and inspire prospective buyers to take action when limited information is available?
Content Flexibility
2
How might we create a dynamic experience that evolves as communities progress toward opening?
Buyer Retention
3
How might we serve both first-time visitors and returning buyers while encouraging continued engagement?
CHALLENGING ASSUMPTIONS THROUGH USER RESEARCH
To better understand buyer expectations and validate the proposed experience, I independently developed interactive prototypes and conducted usability research with 30 participants (recent and current homebuyers) to bring the homebuyer's perspective into product decisions and identify opportunities to improve the experience before finalizing the MVP direction.
2 Important Questions:
What do buyers expect to know about a community that hasn't been built yet?
What content and interactions generate excitement and encourage further exploration?
2 Mid-Fidelity Prototypes:
Exploration 1
Interest List-First
Hypothesis: Using a sticky interest list will keep sign-up top of mind as buyers explore community content, thus driving increased conversion.
Potential Tradeoff: Prioritizing the interest list limits space for community information, forcing buyers to navigate carousels and submenus to access key details.
Exploration 2
Community Content-First
Hypothesis: Prioritizing easily accessible, engaging community content, will allow buyers to explore key details without the friction of additional navigation.
Potential Tradeoff: If the interest list CTA is less prominent, it could reduce visibility and contribute to less sign-ups.
Outcome
Exploration 2 (content-first) was selected as the preferred direction because it better supported buyers' core need to explore and evaluate a community before committing to an interest list.
3 Takeaways for Solution Refinement:
Prioritize Discovery
1
Floorplans, amenities, and community details are the most important content when a buyer is deciding whether to purchase a home. Make it easy to access and evaluate them.
Build Buyer Confidence
2
Timelines, maps, and location details help communicate the value of communities still in development. Integrating these elements into the community's narrative creates a more compelling and informative experience for prospective buyers.
Use Contextual CTAs
3
Strategically place relevant CTAs throughout the experience, encouraging buyers to express interest as they explore compelling community content rather than interrupting their discovery journey.
SOLUTION: A MORE ENGAGING, FLEXIBLE EXPERIENCE FOR PROSPECTIVE HOMEBUYERS
01. Maximum Content Designs: Bringing Communities to Life
For communities with more content available, I designed an immersive experience featuring rich imagery, interactive floorplans, neighborhood highlights, and lifestyle content. The modular layout evolves as new information becomes available, helping buyers envision life in the community, discover what's new, and stay engaged throughout its development.
02. Minimum Content: Creating Value With Less
For communities with limited information, I designed a flexible layout that prioritizes neighborhood highlights, lifestyle imagery, and community benefits in place of unavailable content. As communities develop, new sections like home imagery, floorplans, and community details are progressively introduced, allowing the experience to grow without disrupting the page's structure or visual consistency.
03. Mobile Experience & Interaction Design
With a majority of Lennar's first-time visitors browsing on mobile, I explored two interaction patterns to balance content discovery with intuitive navigation. Preference testing with 10 participants informed a design direction that prioritized scannability and easy access to community information over compact layouts that concealed content behind additional interactions.
Hero
Storytelling
Floorplans
Amenities
IMPACT: INFLUENCING MORE THAN THE INTERFACE
My contributions extended beyond the page redesign, helping shape a more cohesive Coming Soon strategy across product, marketing, regional stakeholders, and leadership.
Cross-functional alignment
Helped align product, email marketing, regional management teams, and leadership around a more unified Coming Soon experience.
Research-informed product direction
Introduced customer research into early decision-making, providing evidence to challenge assumptions and inform MVP recommendations.
Scalable experience strategy
Developed a design direction that accounted for varying community timelines, changing content availability, and regional business needs.
Extended research impact across mobile experiences
Research I conducted for the Coming Soon experience informed design decisions across other mobile touchpoints, including the app and additional mobile web experiences, extending its impact beyond the original project scope.