Client: Irwin
Industry: Real Estate
Agency: Fortress
Year: 2025
Role: Design Direction & Lead Designer
Services: Web Design, Wireframing,
Prototyping, UI Kit
Nestled in one of Madison’s most eclectic, historic, and happening neighborhoods, Irwin is a brand new apartment building designed for those who crave city energy with a local touch. Thoughtfully crafted floor plans, modern amenities, and an unbeatable location make Irwin a perfect place to create a lifestyle that makes you happy and healthy.
Irwin came to our team to redesign their website with the goal to improve user engagement and ultimately convert to new residents. Their current website did not match the aesthetic and quality of their new building, so it was our job to deliver. With the role of leading direction and design, I was challenged to not only make the website look good, but also have a great user experience.
MY APPROACH
My approach was to create a website that is clean, spacious, and most importantly, user-friendly. Clear layouts, generous white space, and intuitive navigation make it easy for users to quickly find key information like building amenities, apartment features, and leasing availability without feeling overwhelmed.
This is also important for a new apartment building because it creates a strong first impression and builds trust with potential renters ad also reflects the quality and professionalism of the building itself. Helping visitors visualize the living experience will make them feel confident booking a tour or applying to lease.
MOBILE OPTIMIZATION
A strong mobile design is essential for apartment building websites because most renters discover and browse listings on their phones, with 65–75% of apartment searches starting on a smartphone. Mobile users expect fast load times, clear photos, and simple navigation.
It was especially important to feature a prominent “Leasing Now” sticky button so users can immediately take action without hunting for next steps. I also made sure there was a clear and easy to click hamburger menu also helps keep the interface clean while making key pages easy to access. This helps create a smooth mobile experience that drives engagement, tour bookings, and ultimately higher occupancy.
