A Canadian online real estate website. Sell the property in every province of Canada with customized selling packages.
Timeline: 1 month
Role: UX Researching, Wireframing, Prototyping, UI Design, Visual Identity (Solo Project)
Tool: Adobe XD, Illustrator, Photoshop
As the design lead on the team, I worked closely with the stakeholder and developer to design the entire product. My role involved product and concept direction, researching and analyzing, ideation, wireframing and prototyping, UI Design, Illustrating and Visual Identity. The main user would be a seller setting up their property to sell.
Selling home is a complicated process as there are many things to consider. While it’s ok to ask for help from a realtor, some people just feel it’s not worthy when they only need some specific assistance but not the whole service.
Existing online estate agencies have provided all kinds of services that help people to sell. The challenge was to leverage the existing services in order to customize users’ personal requirements, as simply, quickly and with the least amount of hassle possible.
RITE (Rapid Iterative Testing and Evaluation) Method
Once the idea of personalized selling package was distilled, a conceptual prototype was put together to use with the RITE (Rapid Iterative Testing and Evaluation) method. This prototype was used as a guide for interviews with a selected panel of target clients. These interviews were divided into two groups - those who had the experience of selling their property before, and those who didn’t. At the end of each day, there would be some time spent on re-iterating the prototype based on recurring issues and insights from interviewers.The updated prototype would be used for the next day's interviews.
Competitive analysis
To get into the earlier design process for the site and re-iterate the prototype after each day’s interview, it was imperative to gain a deeper understanding of potential users. Therefore, I also did competitive analysis of competitors (e.g. Purple Brick, Realtor, Zillow, and Listed by Seller) and had internal reviews with stakeholders while I was doing the RITE interviews.
An additional Q&A section that helps decide which sell package should user choose was considered very important to the first-time seller.
While selling with package is our main goal, we should also consider to have a FSBO (For Sale By Owner) section for users who just want to list their property on our site, just so we could increase the number of potential clients.
A series services would need to be provided to users who had selling experience before and just need some specific services versus the entire package.
The site needs to include the “Buyer” part to get the clients who want to purchase a property, though the “Seller” would be our main target users.
Insights
After a week’s RITE interviews, Competitive Analysis, and internal reviews, a more mature prototype has been developed which based on the insights.
Revamped prototype produced after RITE sessions
Web Features
Scanable signs (QR Code Stickers)
A negotiation tool - Buyers can make offers to seller on the spot
Both lawyers should somehow be involved or assigned to buyer and seller to help negotiate a deal. it’s a one stop shop for both parties. As well they are both legally represented with legal advice when making offers (e.g., Buyer makes offer unconditional without finance; the buyer's lawyer can offer expert advice whether that is a smart move etc…)
Calendar tool for them to host open houses, schedule showings, home inspections, schedule photographs and home staging
Worldwide access to the network, so buyers overseas can also make purchases.
Promoting Techniques
We can offer people a free voucher in the future to place signs on their lawns to promote the business to attract more people to see what we are
If possible, we can setup electronic signs either on the bus stops.
Product site map
With an initial prototype in hand, I started the process of developing the whole website. Along the way, I wanted to account for market trends. I worked with a realtor introduced by the stakeholder and we used “Mirror” to collaborate, discuss and exchange our ideas about the content and selling procedures. After that, the user journey map from different user’s perspective has been created.
1. Sell with packages
In this scenario, the website is acting as an agent for giving advice and different services.
2. FSBO (For Sell By Owner)
User lists their home at the beginning and take care of the rest part of selling by themselves. *Even though seller selects FSBO at the beginning, we still offer live listing and post-listing service after they list their home. Just in case they will need it.
3. Selling Services Exploration
Material Design for Design Treatments
After loops of feedback and weekly design critiques from the testers, stakeholder, and the realtor, I started my 2nd round prototype design and we agreed on applying Material Design as this design treatment could drive greater efficiency and create more coherent experience for users.
Weekly Review with Team and Users
I continued to collaborate with team for feedback, synthesized the major features, and updated the visual cues for clear hierarchy. Validating our design solutions through reviewing with stakeholders and users was very helpful for the final design decisions.
Responsive Design for Mobile devices and Tablet Devices
I also worked on the responsive design for both mobile and tablet versions to make sure that users can also have a delightful experience when they’re navigating our website through different screen sizes.
Color Palette
Typography
Logo Design
Buttons Hovering Effect
Tabs Hovering Effect
Components
Icons & Illustrations
Sell with a Package
FSBO (For sell by owner)
Get Personalized Services
Answer questions, get advice
