Human Design Built for Scale

Code and Theory partnered with StuyTown and Blackstone in November of 2018 to design a scalable site system and app ecosystem that makes it easy to decide, buy, and live in multi-family apartments in NYC. By tackling the end-to-end consumer marketing funnel, from awareness to conversion to resident retention, we built a CRM pipeline and experience ecosystem that delivered on the potential and scale of Blackstone's real estate network.

With StuyTown as the most complex multi-family use case, we relied on research and human-centered design principles to optimize content marketing funnels, apartment search configurators, apartment tour booking, application flows, onboarding, move-in day support, and ultimately life at StuyTown—connecting residents to amenities, community events, maintenance requests, and unique partnership offers.

Our design process focused on creating a system that could scale to other low- and medium-complexity use cases, adapt to feature new brand and service partners, and streamline platform operations and maintenance across the entire Blackstone multi-family portfolio.

The end result was a data-optimized marketing funnel and a stickier resident experience delivered by rich user profiles and intelligent service curation.