Aaron Knutson Portfolio

Hartman Homes: Crafting a Luxury Web Experience

User Research / Website Design / Brand Refresh

Tools:

Figma / Illustrator / CMS

Client:

Hartman Homes

A Brand That Built Dreams — But Not Online

When I first met the team at Hartman Homes, they didn’t have a digital presence that matched the homes they built. Their projects were high-end, custom-crafted masterpieces. But online? The website was dated, generic, and difficult to navigate — and worse, it didn’t convey the warmth, quality, or elegance that their real-world work was known for.
Their digital storefront was letting them down.

This wasn’t just a visual problem — it was costing them leads, making them seem behind the times, and failing to show clients what made their builds extraordinary.

Getting to the Root: Who Were We Designing For?

Before I opened Figma or touched a single layout, I dug into the real question: Who is the Hartman Homes customer?
Through interviews, competitive research, and industry deep-dives, I built a clear picture of their ideal client — a luxury home buyer who values craftsmanship, trust, and a deeply personalized experience.

This became our compass for every decision going forward.

Getting to the Root: Who Were We Designing For?

This became our compass for every decision going forward.

Getting to the Root: Who Were We Designing For?

This became our compass for every decision going forward.

Bringing the Brand to Life: From Vision to Visuals

I started by crafting brand boards — pulling together colors, fonts, and layouts that felt clean, timeless, and refined. We tested directions with the Hartman team, leaning into a look that felt both elevated and approachable.
This wasn’t just about aesthetics — it was about helping people feel the quality from the moment they landed on the page.

From there, I mapped the site’s new architecture: clear, intuitive navigation, strong service pathways, and a focus on showcasing their stunning past projects.

Bringing the Brand to Life: From Vision to Visuals

From there, I mapped the site’s new architecture: clear, intuitive navigation, strong service pathways, and a focus on showcasing their stunning past projects.

Bringing the Brand to Life: From Vision to Visuals

From there, I mapped the site’s new architecture: clear, intuitive navigation, strong service pathways, and a focus on showcasing their stunning past projects.

Designing the Experience: Pixels with Purpose

Using low-fidelity wireframes, I mapped out the content hierarchy, visual rhythm, and user flows.
Once aligned, I moved into high-fidelity mockups that told their story through clean layouts, strong imagery, and purposeful interaction points. Every component — from the project galleries to contact forms — was designed for simplicity, clarity, and emotional impact.

From Design to Development: Making It Real

With the visual system approved, I stepped into the build process — contributing front-end code in HTML/CSS and working within the KNVEY CMS to migrate, organize, and optimize content. I ensured every image was intentional, every copy block served a role, and every layout responded beautifully across devices.

I also tested the entire experience across browsers and screen sizes, catching bugs and polishing interactions before launch.

From Design to Development: Making It Real

I also tested the entire experience across browsers and screen sizes, catching bugs and polishing interactions before launch.

From Design to Development: Making It Real

I also tested the entire experience across browsers and screen sizes, catching bugs and polishing interactions before launch.

The Results: A Digital Home Worth Visiting

When we launched the new site, the difference was immediate — and measurable. Hartman Homes saw a 7x increase in website inquiries, and customers described the site as “elegant,” “easy to navigate,” and “matching the quality of their homes.”

What’s more, the internal team finally had a digital presence they felt proud to share.

Beyond the Build: Supporting Expansion

Since launch, I’ve continued to support Hartman with:

Logo Design for their expansion into Montana — including concept development and delivery of scalable brand assets.
Video Editing for promotional content, aligning visuals and messaging with the new brand tone.

The Results: A Digital Home Worth Visiting

What’s more, the internal team finally had a digital presence they felt proud to share.

Beyond the Build: Supporting Expansion

Since launch, I’ve continued to support Hartman with:

Logo Design for their expansion into Montana — including concept development and delivery of scalable brand assets.
Video Editing for promotional content, aligning visuals and messaging with the new brand tone.

The Results: A Digital Home Worth Visiting

What’s more, the internal team finally had a digital presence they felt proud to share.

Beyond the Build: Supporting Expansion

Since launch, I’ve continued to support Hartman with:

Logo Design for their expansion into Montana — including concept development and delivery of scalable brand assets.
Video Editing for promotional content, aligning visuals and messaging with the new brand tone.

Hartman Homes: Crafting a Luxury Web Experience

User Research / Website Design / Brand Refresh

A Brand That Built Dreams — But Not Online

Getting to the Root: Who Were We Designing For?

Getting to the Root: Who Were We Designing For?

Getting to the Root: Who Were We Designing For?

Bringing the Brand to Life: From Vision to Visuals

Bringing the Brand to Life: From Vision to Visuals

Bringing the Brand to Life: From Vision to Visuals

Designing the Experience: Pixels with Purpose

From Design to Development: Making It Real

From Design to Development: Making It Real

From Design to Development: Making It Real

The Results: A Digital Home Worth Visiting

Beyond the Build: Supporting Expansion

The Results: A Digital Home Worth Visiting

Beyond the Build: Supporting Expansion

The Results: A Digital Home Worth Visiting

Beyond the Build: Supporting Expansion

I'm a UX designer and creative strategist who blends research, design, and development to bring ideas to life. I partner with brands of all sizes — from startups to enterprise — to craft thoughtful, user-centered solutions that drive results.

I'm a UX designer and creative strategist who blends research, design, and development to bring ideas to life. I partner with brands of all sizes — from startups to enterprise — to craft thoughtful, user-centered solutions that drive results.

I'm a UX designer and creative strategist who blends research, design, and development to bring ideas to life. I partner with brands of all sizes — from startups to enterprise — to craft thoughtful, user-centered solutions that drive results.