My role
UX/ UI Designer
Methods & Tools
Quantitative and Qualitative research, Competitive Analysis, User Testing, Affinity Diagram, Figma
Challenge:
Client
The company's website needs to be redesigned to better connect with its audiences, including building a more intuitive information architecture and developing a coherent visual language.
HA Real Estate (Hamed Ajamian)
Jan - May 2023
Timeline
UX CASE STUDY
HA Real Estate
Website Redesign
The team behind HA Real Estate faced several challenges when developing the website. First, we had to create a website that was easy to navigate and understand, even for people unfamiliar with real estate terminology. Second, we had to find a way to make the website stand out in a crowded and competitive market. Finally, we had to ensure the website was accessible and user-friendly for people with disabilities.
Solution:
To address these challenges, we focused on creating a user-friendly interface that was easy to navigate and understand. We also implemented robust search filters that allowed users to narrow down their property search based on criteria such as location, price, and property type. Additionally, we designed the website to be responsive across all devices, so that users could access it from their desktop, tablet, or mobile phone.
Based on this, the main goal is:
Update the design
Simplify the user experience
Search and Filtering features
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Overview
"HA Real Estate" is a platform either for buyers or renters of a house in Toronto. The client requested a significant increase in website engagement and a better user experience where clients can easily find the information they are searching for without getting confused. In addition, an improved UI and visual elements were requested during the project.
Research and Explorations
The first step in our process was to figure out what we needed to learn and who can provide us with the right information. We started by interviewing the clients to get a better understanding of the business, users, and competitors along with where they are and where they want to be.
Here’s how our process goes:
Set objective
Research real estate platforms
Research target audience
Prepare for usability testing sessions
Conduct usability testing sessions
Analyze our research
The Competitors
There are numerous rental and real estate websites in Canada, but during my research, I came across four of them which I realized Toronto people use most and have better features and I selected them as main competitors.
Lean Survey Canvas
Their motivations for buying, selling, or renting a property
Their main criteria when searching for property
Their feelings about their experience of searching for property
Their pain points during the customer journey
Their habits when searching for a property
The Affinity Diagram
Once we gathered the data from our survey and qualitative interviews, we could see patterns by creating clusters in an Affinity Diagram.
We aimed to understand:
Information Architecture
The website's navigation is user-centric, providing easy access to essential sections such as mortgage information, buying procedures, and local market insights. Clear and concise labels guide the user through each step of the property purchasing process, ensuring that you have a comprehensive understanding of legal and financial considerations. By prioritizing simplicity and accessibility, the improved information architecture aims to empower the user with the knowledge needed to make informed decisions and embark on your homeownership journey with confidence.
The prototype
Detailed Property Listings:
The website should offer comprehensive property listings for Toronto, allowing the users to filter based on their preferences like location, size, and amenities.
Detailed Property Listings:
The website should offer comprehensive property listings for Toronto, allowing Emily to filter based on her preferences like location, size, and amenities.
Customer Support:
Offering responsive customer support channels, such as live chats or email assistance, can address any questions or concerns the user might have.
Lo-fidelity Prototypes and User Testing
To differentiate themselves from the competition, the team implemented several unique features. One of these features was the ability to view 3D virtual tours of properties. This allowed users to get a more immersive and realistic view of properties, even if they were unable to visit them in person. Another unique feature was the ability to save and compare properties, which made it easier for users to keep track of properties that they were interested in.
Improvements based on the user research
Finding the right house in the right neighborhood is now faster and easier with the updated website. Buyers can narrow their search, easily compare past searches, and save preferred listings. HA’s revamped website is improving the real estate experience for sellers, buyers, and realtors alike by putting the dreams of the homeowner first.
Further steps that can enhance the user's experience:
Step-by-Step Guides:
The website should feature easy-to-follow guides on the property purchasing process in Toronto, outlining legal procedures and potential pitfalls to avoid.
Mortgage Information:
The website should provide clear and concise information about different mortgage options, interest rates, and affordability calculators.
Next Improvments
Final Design
Takeaways
I’m grateful for having the opportunity to work with an actual client on this project. I have learned a lot about communicating with stakeholders and working with business constraints. The importance of being resourceful and proactive to overcome obstacles was another takeaway I got during the process.
Finding out the problem and validating it, conducting user research, developing wireframes based on the needs identified by the user, and developing the UI for the app have all been highly rewarding and insightful processes for me.
It was very satisfying to work on the design process, which was based primarily on solving the needs and pain points discovered through research. Last, but not least, it was a great experience and feeling to get positive feedback from our first real client and have the opportunity to present our project at HA Real Estate.
Thank you for reading.
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