Blackstone-owned StuyTown is a multi-family apartment complex in New York city that is unrivaled in scale. Spanning over 27 city blocks it houses over 21,000 New Yorkers in over 11,000 apartments. It is truly a city within a city.

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 sticker resident experience delivered by rich user profiles and intelligent service curation.