Project Overview
Create an onboarding flow for real estate agents to use Muze platform to list properties
COMPANY
Muze is an all in one real estate marketplace that was founded in 2019, focused on empowering real state agents with data, knowledge and connecting them with the best local professionals who can help. Muze believes listing houses online can be an easy and simple process.
PROJECT GOAL
Create a onboarding flow to collect basic datas from users to start
Segmented information input to avoid overwhelming a new user
Include optimal number of steps to collect essential information to start
ROLE
Product Designer
User Research, Information Architecture, Interaction Design, Visual Design, Usability Testing, Prototyping, and UX Writing
TIMELINE
8 Weeks
The problem
Marketing properties involve using too many tools and hiring contractors can be risky and time-consuming
Most real estate agents use a dozen of software to sell properties online and besides handling their own responsibilities, they have to find and hire contractors to get media they need for listing. Finding the right contractors with the right price, time and profession is not easy and can be a time-consuming job.
The Solution
Integrate all of these different functions into one platform and connect real estate agents with local professionals
Muze solution is a mobile-first web tool that integrates all of these different functions into one platform to ensure a seamless selling process for the real estate agent. Muze services include website and URL customization for listings, auto-generated marketing collateral, listing analytics and dashboard view, CRM systems, 3D walkthroughs generated with Matterport, access to professional photography and drone footage.
Final Deliverable
Easy navigation onboarding flow puts the user in driver’s seat
LANDING PAGE AND SIGNUP
Landing page with all the informations users need, include several CTA for user to start anytime. Third party signup option for a quick start.
PROFILE SETUP AND START LISTING
At profile setup real estate agents will verify their license, in order to pull from the MLS API.
Starting list by enter the property address, Muze pre-populates the address and identifies the location for a smooth and efficient process.
MEDIA UPLOAD
At this step, users are enabled to upload different medias by what there have and their preferences.
Upload medias from a device or sync from third parties or hire a professional, depends on users needs and goals.
HIRE A PROFESSIONAL
Hire a professional should be easy and pain free. Make the users feel in control by empowering them with the ability to connect with the professionals in one step.
Design Goal
First impressions are rough. How might we build confidence and trust with the users to a better conversion and retention?
EDUCATIONAL- Help users to understand what service we provide and how it can benefit them. Action-oriented, not instructive.
CONVERSATIONAL- Rather than having user filling out a form, could answer a series of questions. Communicating key information along the way
ENGAGING- Avoid lengthy descriptions and long forms; clean and simple interface to prevent drop-off. Evolving, not fixed.
EFFICIENT- The flow should be designed to capture the bare minimum amount of information and documentation at each stage
INTUITIVE- Real estate agents can quickly understand what information they need to input at each stage
Discovery
Understand consumer behavior and identify their needs
COMPETITIVE MARKET RESEARCH
Identifying MUZE’s competitors
We found that Zillow, Redfin and MLS are the main platforms real estate agents use to list properties.
Obtaining information about the competitors
We focused on the opportunities we found, like providing photography service and the analysis of the onboarding process.
Evaluating their strategies
We listed out the pros and cons relative to Muze and what we should have in mind while designing.
COMPARATIVE MARKET RESEARCH
We also performed comparator analysis on a variety of media upload tools to find the best solution and have a deeper understanding of what the criteria for uploading 3D Media are required. Below are the products we did research on.
User Research
Where and how can we help them list properties easier?
We conducted a 1 hour user research interview with each of the 4 real estate agents.
GOALS FOR THIS RESEARCH:
To understand real estate agents’ existing workflow in generating marketing materials for their listing so we can develop features that fit their needs.
To identify problems that real estate agents currently experience when listing properties on existing comparative platforms in order to create an onboarding experience that’s simplified and user-intuitive.
SYNTHESIS AND ANALYSIS
Professional photos are most important, 3D walkthroughs, drone footage, and floor plans are important for niche markets.
Agents think stock neighborhood videos are a "nice-to-have", currently supplemented by Google Earth and neighborhood drive-bys.
Agents are open to more efficient processes and auto-population of photos on listings, but also want photos that have a personal touch that are not overdramatized.
Agents would like it if the marketing process is condensed into one step.
CUSTOMER USER MAPPING
We also created a user map to map out the user experience in the different stage of their current listing process.
User Persona
Building empathy with target users and identifying exactly what they need
After speaking with a broad spectrum of real estate agents on their current work management and experience with listing properties, we were able to figure out their working habits and. From there we narrowed down to two user personas:
Information Architecture
Collecting essential information from users within precise steps
Before jump into design, we created a user journey with a clear information architecture.
Ideate
Create coherent interfaces for uploading different media assets that requires different forms
With those insights in mind, we then started brainstormed and sketched the wireframes on the whiteboard. We iterated on how to make the interfaces coherent since each media type requires different forms of upload.
Design Detail
Media upload
Hire a professional
Results
5/6 Users thought navigation was simple and easy
We conducted 6 rounds of validation test with high-fidelity interactive prototype. We observed the users and asked viability, comprehension, usability questions. The interviews was conducted by 1 facilitator and 1 to 2 notetaker. After the interviews, we synthesised the insights and here are the results:
5/6 - Thought navigation was simple and easy
4/6 - Liked the multiple options (Upload/Sync/Hire)
4/6 - Liked ease & efficiency of requesting service
4/6 - Got the impression that Muze would be affordable / Would switch over if it was affordable
Final Learning and Takeaways
What I learned working with five designers under time constraints…
The timeline of this project was only 3 months and working with a team of 6 could be a big challenge. Hence, communicate efficiently and frequently with designers and stakeholder were the key point to move works forward. It is important to have everyone involved during every stage to work together towards the common goals.
User interview can end up being hours, knowing how to take control of the interview but not asking leading questions are important.
Have a deep understanding of the industry and the problem before designing is crucial when the product is B2B
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