Homey is a conceptual service for managing home construction data, maintenance services and home improvement projects.

I was approached by a former frog define the product concept and illustrate the product’s features for an investor pitch. To begin, I worked with the client to diagram the home purchase and improvement journey. The goal was to illustrate an earnest reflection of the homeowner's perspective.

Using the user journey of the home buying and improving experience as a foundation, I sketched and wireframed tons of ideas for potential features—the ideal experience for a home-focused app. From home materials, appliances and maintenance services, to planning your next renovation project and finding contractors—Homey had it all. The value was clear: Homey would offer home management and smart insights to the homeowner, and in turn, the homeowner’s anonymous data would be provided to home builders and contractors.

The spectrum of potential features was comprehensive, but the pitch had to be digestible and connect with potential investors. Concepts were organized by the major stages of home owning: Onboarding, Discovery, Living and Improving.

To polish the idea, I wanted Homey’s mock brand to reflect the values presented in the user experience. I selected marks that reflect control and security. I organized a quick photoshoot with a pair of new homeowners to add context and a human element to the concepts.

The result: a comprehensive deck illustrating the value of Homey in every step of the home lifecycle, including potential monetization strategies and feature prioritization.

Client Testimonial

““Hayes is an exceptional talent at bringing concepts and strategies to life.””

“Hayes is an exceptional talent at bringing concepts and strategies to life. I’ve worked with her at frog and more recently as a contractor where she was able to take a high-level concept and lead the process to distill the idea down to its core, identify and define audiences, prioritize features, develop user journeys, produce amazing screen designs and represent the final product in a concise and well-designed deck. There are very few people who can do all these tasks, let alone do them well! Hayes was a pleasure to work with throughout the process and I would recommend her highly.”
David Kramer, COO of K Street Partners

Discovery

The majority of projects are abandoned due to lack of time, cost, or complexity of the project.

Home renovations and regular maintenance can increase the value of a home significantly.

There is a desire to manage and improve the home, but the barrier to engaging with contractors is palpable. Once work begins, maintaining efficient contact with contractors and other service providers can be time-consuming and stressful for both parties.