CASE STUDY
Domain
Property Data App
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BACKGROUD
Domain Pricefinder, an Australian real estate data platform, offers comprehensive real estate valuation and transaction data to real estate agents, valuers, governments, property developers, and investors.
90%
of users are real estate agents
83%
of agents use it everyday
55%
agent's time are spent on mobile
MY ROLE
In my team, I was the lead product designer alongside two other designers. Collaborating closely with the product owner and tech lead, we formed the core team responsible for defining the product's future strategy and planning. Taking charge of user research and concept development, I led these crucial aspects of the design process.
CHALLENGES
1
The legacy issue primarily stems from outdated data and code, posing technical challenges.
2
Feature overload, with an abundance of functionalities added to the product in response to user and client demands.
3
Poor mobile user experience due to neglect in this area.
STRATEGY AND PLAN
We prioritise mobile optimisation while gradually enhancing the desktop experience.
Given that users spend over 55% of their time on mobile devices when on the go, we aim to gain quantitative insights into mobile features, which will serve as a valuable reference for improving the desktop platform.
MOBILE
DESKTOP
DESIGN GOALS
Develop a cutting-edge mobile app packed with essential features to empower agents in acquiring valuable vendor leads.
Revamp and enhance the user experience gradually through incremental steps.
DISCOVER RESEARCH GOALS
Qualitative Research Objectives:
-
Uncover agents' existing needs and pain points.
-
Gain insights into user archetypes and their behaviors.
-
Determine if a mobile app aligns with users' requirements.
-
Identify crucial features for the mobile app.
Quantitative Survey Objectives:
-
Gather user feedback on the re-branded design.
-
Conduct a user survey to ascertain the importance of core features.
-
Gain a deeper understanding of key issues and complement qualitative research findings.
VALIDATION RESEARCH GOALS
-
Perform comprehensive usability testing to evaluate user experience.
-
Test and refine information architecture for optimal user navigation.
-
Identify and address unmet user needs to enhance overall satisfaction.
RESEARCH
Key tasks on mobile
Get property valuation
Create market analysis or property appraisal report
Prospect whilst on the go
52%
33%
19%
OPPORTUNITIES
Map Market Monitor:
Agents operating within specific suburbs have access to extensive prospect areas.
CONCEPT 1
Market Dashboard
Shortlist buildings & compact zone
For agents operating in urban areas, their prospect area is characterised by high property density and limited geographical extent.
Insight 1:
Through user research, we discovered that every real estate agency or agent has their designated operational area referred to as their "farming area."
"Market" serves as a centralised hub for agents to stay updated on their farming areas.
We present two interaction model concept explorations, designed to enable users to swiftly access comprehensive suburb reports with ease.
According to user preferences, a notable 73% opt for swiping up the card to access detailed suburb reports, as they find it more convenient to view all the data on a single page.
Insight 2:
Gaining the trust of sellers and acquiring leads can be achieved by offering property appraisal reports, proving to be an effective strategy for agents.
CONCEPT 2
Appraisal Report
Property location
Property condition, including access to historical sales and current conditions
Nearby comparable sales with similar location and conditions
Based on these factors, we aim to create a comprehensive report that visually presents their conclusions, provides a final value estimation, and suggests effective selling strategies.
To streamline the process, our concept emphasizes three simplified steps for understanding the location, offers a property comparison tool to assess similar recently sold properties, and provides an estimated price range.
Compare Location
Review and remove the irrelevant properties in the comparison.
A significant majority of agents, 56%, express a strong desire to access additional property details, particularly the last sold price and price changes, as they consider them crucial for their evaluation process.
Compare Condition
Compare similar sold property conditions.
Added detail historical photos to give more granular level comparisons.
LEARNING AND ITERATIONS
1
Emphasising essential property information on an extended page, we ensure that the property report page encompasses a wealth of data while maintaining a mobile-friendly layout.
2
Enhancing Map Pin Accessibility:
During usability testing, it became apparent that the original button color did not meet accessibility standards. Consequently, improvements are necessary to ensure a more accessible design for users.
Results
NPS score increased from 44 to 59.
Over 80% of agents use Pricefinder to create their appraisal report. Only 10% use competitor product.
Designing a groundbreaking product and brand, fostering a vibrant community dedicated to empowering individuals in optimising their lifestyle, travel, and finances.
Brand Design
UI/UX Design
User Research
Product Planning
Design System Building
Prototyping & Test
Strategy Design
