Frontdoor

Reimagining Homeownership Through a Single Digital Experience

Frontdoor set out to unify how homeowners manage, maintain, and repair their homes—moving beyond traditional home warranty models toward a modern, service-driven platform. I led the creative direction and design for a brand-new Frontdoor app and a fully reimagined Frontdoor website, establishing a cohesive digital ecosystem designed to simplify the most stressful moments of homeownership.

The Challenge

Homeownership is fragmented. Repairs, warranties, contractors, and maintenance often live in disconnected systems—creating friction, confusion, and anxiety for homeowners. Frontdoor needed a digital experience that could:

• Introduce a new product vision to the market
• Clearly communicate value across multiple audiences
• Build trust during moments of urgency and stress
• Scale as a long-term platform, not a one-off app

At the same time, the company was evolving its brand—requiring a website that could reposition Frontdoor as a modern, tech-forward home services leader.

The Solution

I led creative across both the mobile app and marketing website, ensuring the product experience and brand story were unified.

The Outcome

The new Frontdoor website became the front door to the ecosystem—introducing the app while repositioning the service brand for a broader audience. The Frontdoor app was designed as a single control center for the home—bringing repairs, maintenance, and expert help into one intuitive experience. The Frontdoor app and website launched as a unified digital system—introducing a new product, a new brand expression, and a clearer promise to homeowners: Homeownership, simplified.

The work established a scalable foundation for Frontdoor’s future—one where technology, service, and brand work together to reduce friction and build trust.