User Research
Revitalising Realty
Transforming a Well Established Real Estate Website, by Elevating Brand Presence, Mobile Responsiveness, and Lead Generation.
User Research
Revitalising Realty
Transforming a Well Established Real Estate Website, by Elevating Brand Presence, Mobile Responsiveness, and Lead Generation.
User Research
Revitalising Realty
Transforming a Well Established Real Estate Website, by Elevating Brand Presence, Mobile Responsiveness, and Lead Generation.
Overview
Role
Visual DesignUI & UX Design
Date
January 2023
Scope
Market Research, Competitor Audit, Information Architecture, Wireframing, UI Designing, Prototyping, Testing
Project Summary
The project involved a comprehensive website redesign for one of North Brisbane’s leading real estate agents. The primary objectives were to enhance user experience, elevate lead generation for property sellers, and align the design with new global branding guidelines. The redesign aimed to address both user needs and organisational objectives for a website to become the central touch point for new clients.
Problem
The existing website suffered from poor responsiveness, a convoluted user journey, and inadequate information structures. These issues led to low-quality leads for property sellers and a misalignment with the company's vision.
Problem
The existing website suffered from poor responsiveness, a convoluted user journey, and inadequate information structures. These issues led to low-quality leads for property sellers and a misalignment with the company's vision.
Objectives
The overarching goals of the project were to overcome the identified challenges by implementing a user-centric redesign to enhance overall user satisfaction and to successfully meet organisational goals. This included:
Objectives
The overarching goals of the project were to overcome the identified challenges by implementing a user-centric redesign to enhance overall user satisfaction and to successfully meet organisational goals. This included:
Improving website responsiveness
Simplifying the user journey with better navigation
Making information more accessible
Lead generation form to qualify leads
Ensuring brand alignment with the company's vision and new brand guidelines
Creating a seamless customer journey
Improving website responsiveness
Simplifying the user journey with better navigation
Making information more accessible
Lead generation form to qualify leads
Ensuring brand alignment with the company's vision and new brand guidelines
Creating a seamless customer journey
Design Process
Integrated Design Framework
The design process followed a structured and iterative approach across key phases: Discover, Define, Design, and Validating. Each phase involved assessment, continuous iteration and ideation based on new factors, always ensuring alignment with project objectives and meeting client deadlines.
Design Process
Integrated Design Framework
The design process followed a structured and iterative approach across key phases: Discover, Define, Design, and Validating. Each phase involved assessment, continuous iteration and ideation based on new factors, always ensuring alignment with project objectives and meeting client deadlines.
Discover
Workshop
Website audit
Competitor Audit
User research
Discover
Workshop
Website audit
Competitor Audit
User research
Define
User flows
Site mappings
Information architecture
Wire framing
Define
User flows
Site mappings
Information architecture
Wire framing
Design
Ui Design
Style guides
Low & Hi fidelity prototyping
Design
Ui Design
Style guides
Low & Hi fidelity prototyping
Validate
Development
Usability testing
Track metrics
Review results
Validate
Development
Usability testing
Track metrics
Review results
Discovery
Identifying Challenges, Goals, and Industry Landscape
Discovery
Identifying Challenges, Goals, and Industry Landscape
Discovery
Identifying Challenges, Goals, and Industry Landscape
Discovery workshop white boarding
Competitor and website audit
Discovery workshop white boarding
Competitor and website audit
Discovery workshop white boarding
Competitor and website audit
Discovery workshop white boarding
Competitor and website audit
Workshop
Aligning Stakeholders & Uncovering Market Insights
The journey began with a stakeholder alignment workshop, identifying challenges and goals, while market research and competitor audit provided industry insights. Recognising sellers as the primary audience aligned with the goal of acquiring more listings, guiding user research direction. Additionally, a UX website audit of their current site was done, including information architecture analysis and usability testing, alongside a competitor audit to understand industry standards.
Workshop
Aligning Stakeholders & Uncovering Market Insights
The journey began with a stakeholder alignment workshop, identifying challenges and goals, while market research and competitor audit provided industry insights. Recognising sellers as the primary audience aligned with the goal of acquiring more listings, guiding user research direction. Additionally, a UX website audit of their current site was done, including information architecture analysis and usability testing, alongside a competitor audit to understand industry standards.
Research
User Research & Feedback Analysis
With limited budget both primary and secondary research by leveraging feedback platforms and client internal reporting. Insights were gained into understanding the overall user’s experience with the existing website. The findings were summarised into key user statements.
Research
User Research & Feedback Analysis
With limited budget both primary and secondary research by leveraging feedback platforms and client internal reporting. Insights were gained into understanding the overall user’s experience with the existing website. The findings were summarised into key user statements.
The old website was a bit confusing for me. Too many things to click, and I couldn't find what I needed. It was like looking for something in a big messy room.
Browsing on my phone was a headache. Things were too small, and the website didn't work well.
It would be great if I could search for houses more easily. The current way is a bit random. If I could pick and choose things, it would save me a lot of time.
Insights
Analysing the Findings
The following insights were formed by analysing the competitor audit, website audit and user research to address the identified challenges and enhance the overall user experience.
Insights
Analysing the Findings
The following insights were formed by analysing the competitor audit, website audit and user research to address the identified challenges and enhance the overall user experience.
1
Refine Navigation
Implement a refined navigation structure to simplify user journeys and improve overall website flow.
1
Refine Navigation
Implement a refined navigation structure to simplify user journeys and improve overall website flow.
2
Mobile Optimisation
Prioritise responsive design principles, ensuring a seamless experience for users across various devices.
2
Mobile Optimisation
Prioritise responsive design principles, ensuring a seamless experience for users across various devices.
3
Improved Property Search
Enhance the property search functionality, providing users with advanced filtering options for a more intuitive and efficient search process.
3
Improved Property Search
Enhance the property search functionality, providing users with advanced filtering options for a more intuitive and efficient search process.
4
Update Visual Design
Align the website with contemporary design trends and new brand guidelines, creating a visually engaging and cohesive platform.
4
Update Visual Design
Align the website with contemporary design trends and new brand guidelines, creating a visually engaging and cohesive platform.
5
Information Architecture Refinement
Simplify the presentation of property details and overall information architecture to improve user comprehension.
5
Information Architecture Refinement
Simplify the presentation of property details and overall information architecture to improve user comprehension.
6
Feedback Integration
Integrate user feedback mechanisms, leveraging platforms for insights and social proofing, contributing to continuous enhancement and validation of design decisions.
6
Feedback Integration
Integrate user feedback mechanisms, leveraging platforms for insights and social proofing, contributing to continuous enhancement and validation of design decisions.
Defining
Using Key Insights to Inform Design Strategies
Defining
Using Key Insights to Inform Design Strategies
Defining
Using Key Insights to Inform Design Strategies
Property Listings User Flow
Listings
Navigating User Journeys
Guided by the user research insights and organisational goals, the user journey was mapped out, ensuring a seamless navigation experience that guides users to their intended destinations on the website. Each destination was crafted to address user needs, flow of important information and Lead acquisition.
Listings
Navigating User Journeys
Guided by the user research insights and organisational goals, the user journey was mapped out, ensuring a seamless navigation experience that guides users to their intended destinations on the website. Each destination was crafted to address user needs, flow of important information and Lead acquisition.
Lead Gen User Flow
Lead Form
Streamlining Lead Generation
A key organisational goal was to improve the quantity and the quality of leads. To solve this, a Lead generation for a ‘Free Property Appraisal’ was proposed. The User journey was mapped out with multiple entry points and the end outcome of a successful submission, with the key qualifying information about each property including location and size.
Lead Form
Streamlining Lead Generation
A key organisational goal was to improve the quantity and the quality of leads. To solve this, a Lead generation for a ‘Free Property Appraisal’ was proposed. The User journey was mapped out with multiple entry points and the end outcome of a successful submission, with the key qualifying information about each property including location and size.
Sitemap & Information Architecture
Site Structure
Site Map & Information Architecture
Building on user flows, we crafted the site map and information architecture. Prioritising SEO rankings and usability, the site map ensured searchability and hierarchy. Information architecture, informed by research and analytics, emphasised structure and flow to align with user and organisational goals.
Site Structure
Site Map & Information Architecture
Building on user flows, we crafted the site map and information architecture. Prioritising SEO rankings and usability, the site map ensured searchability and hierarchy. Information architecture, informed by research and analytics, emphasised structure and flow to align with user and organisational goals.
Wireframing
Designing the Framework
Based on the information architecture, the wireframes provided blueprints outlining layouts and functionality. They facilitated quick visualisation of information layout and collaboration with the development team to allocate time and budget for functions.
Wireframing
Designing the Framework
Based on the information architecture, the wireframes provided blueprints outlining layouts and functionality. They facilitated quick visualisation of information layout and collaboration with the development team to allocate time and budget for functions.
Design
Bringing Solutions to Life
Design
Bringing Solutions to Life
Design
Bringing Solutions to Life
In response to the Information architecture, we were able to determine the key pages, content blocks and recurring design patterns. These were then created in Figma, ensuring a cohesive and visually engaging experience. The redesign encompassed critical sections such as Home, About Us, Contact Us, Listings Archive, Listings posts, News Archive, News posts, Team Members Archive, and Member posts.
In response to the Information architecture, we were able to determine the key pages, content blocks and recurring design patterns. These were then created in Figma, ensuring a cohesive and visually engaging experience. The redesign encompassed critical sections such as Home, About Us, Contact Us, Listings Archive, Listings posts, News Archive, News posts, Team Members Archive, and Member posts.
New Global Brand Standards
Aligning with the new global brand standards, a comprehensive design style guide was developed within the project. This ensured consistency throughout the design, providing a foundation for future designs and reinforcing the brand's visual identity.
New Global Brand Standards
Aligning with the new global brand standards, a comprehensive design style guide was developed within the project. This ensured consistency throughout the design, providing a foundation for future designs and reinforcing the brand's visual identity.
Mobile First
The website design prioritised seamless responsiveness across various devices, addressing the identified issue of lacking mobile optimisation. This was done by utilising responsive design best practices and creating custom content blocks for different breakpoints where necessary.
Mobile First
The website design prioritised seamless responsiveness across various devices, addressing the identified issue of lacking mobile optimisation. This was done by utilising responsive design best practices and creating custom content blocks for different breakpoints where necessary.
Elevating Lead Quality
Addressing the client's objective of generating higher-quality leads, a lead gen form was implemented. This aimed to validate and drive leads through a ‘Free Property Appraisal’ form. The Stepper form as was created with the entry points serving as key CTA through out the site.
Elevating Lead Quality
Addressing the client's objective of generating higher-quality leads, a lead gen form was implemented. This aimed to validate and drive leads through a ‘Free Property Appraisal’ form. The Stepper form as was created with the entry points serving as key CTA through out the site.
Simplified Navigation
To address the identified challenge of website navigation, a simplified navigation structure was implemented. This improvement ensures a user-friendly journey, making it easier for visitors to find relevant information and explore the website seamlessly.
Simplified Navigation
To address the identified challenge of website navigation, a simplified navigation structure was implemented. This improvement ensures a user-friendly journey, making it easier for visitors to find relevant information and explore the website seamlessly.
The heading navigation now allows for access to all key pages. Bread crumbs were also added to allow users to track and back track there location in the website. A mega footer was design to allow for all the pages and sub pages to be more easily accessible and scannable at once.
The heading navigation now allows for access to all key pages. Bread crumbs were also added to allow users to track and back track there location in the website. A mega footer was design to allow for all the pages and sub pages to be more easily accessible and scannable at once.
Enhancing User Experience
Incorporating REX CRM into the design allowed for efficient organisation and management of information. The integration further facilitated the effective management and promotion of property listings, including details, images, Inspection times and real-time updates.
Enhancing User Experience
Incorporating REX CRM into the design allowed for efficient organisation and management of information. The integration further facilitated the effective management and promotion of property listings, including details, images, Inspection times and real-time updates.
The redesigned website incorporates advanced search and filtering options, allowing users to refine property searches more efficiently. Additionally, features such as "Add to Calendar Open Homes" and "Rate My Agent" were implemented, enhancing the overall functionality and user engagement.
The redesigned website incorporates advanced search and filtering options, allowing users to refine property searches more efficiently. Additionally, features such as "Add to Calendar Open Homes" and "Rate My Agent" were implemented, enhancing the overall functionality and user engagement.
Validating
Using Key Insights to Inform Design Strategies
Validating
Using Key Insights to Inform Design Strategies
Validating
Using Key Insights to Inform Design Strategies
Testing
Evaluating Performance
In a 30-day post-launch testing period, Microsoft Clarity and Google Analytics were used to analyse performance, tracking user sessions through heat maps and recordings. The redesign resulted in more listing engagement, higher qualified leads, and open house reservations. Key metrics, including increased organic mobile sessions and a 14.7% decrease in bounce rate, and a increase in the Average Session Duration to 05:49 beating the industry bench mark of 03.52.
Testing
Evaluating Performance
In a 30-day post-launch testing period, Microsoft Clarity and Google Analytics were used to analyse performance, tracking user sessions through heat maps and recordings. The redesign resulted in more listing engagement, higher qualified leads, and open house reservations. Key metrics, including increased organic mobile sessions and a 14.7% decrease in bounce rate, and a increase in the Average Session Duration to 05:49 beating the industry bench mark of 03.52.
Testing
A/B Testing for Enhanced Lead Generation
An A/B test was conducted on the lead generation landing page to understand the level of complexity users would be willing to engage with to receive their free property appraisal. Variation A, featuring a shorter stepper form with pre-selected options, resulted in a 15% increase in click-through rates compared to Variation B, which had a longer, fill-out form. A/B test indicate that simplifying the form and providing pre-selected options significantly improved user engagement and lead generation.
Testing
A/B Testing for Enhanced Lead Generation
An A/B test was conducted on the lead generation landing page to understand the level of complexity users would be willing to engage with to receive their free property appraisal. Variation A, featuring a shorter stepper form with pre-selected options, resulted in a 15% increase in click-through rates compared to Variation B, which had a longer, fill-out form. A/B test indicate that simplifying the form and providing pre-selected options significantly improved user engagement and lead generation.
Next Steps
Building on Success
Moving forward, fine tuning elements of the new global brand standards identified during development to ensure they align with usability criteria and a continuous monitoring of user engagement. The successful implementation of streamlined lead generation forms has already led to notable improvements, such as increased click-through rates and enhanced conversion rates.
Next Steps
Building on Success
Moving forward, fine tuning elements of the new global brand standards identified during development to ensure they align with usability criteria and a continuous monitoring of user engagement. The successful implementation of streamlined lead generation forms has already led to notable improvements, such as increased click-through rates and enhanced conversion rates.
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