Condo Fee Campaign Redesign
SixRoofs Realty - November 2022
Sixroofs is the smartest way to find insights about homes before buying or selling. It helps users find their next home using a combination of designed Smart Filters and insights about the unit and surrounding neighbourhoods.
I planned and conducted a moderated interview-based usability test on the Condo Fee Campaign and redesigned the mobile experience based on the gathered feedback.
The redesign resulted in a 50% increase in the overall sign-up conversion rate.
Solution
My Role
Crafting a seamless user journey that maximizes conversions
I planned and conducted a moderated usability test with 4 participants, uncovering pain points and gaining insights into how to improve the user journey and experience during the signup process.
I redesigned a 3-screen interface to streamline the signup process, enabling users to easily access and enjoy the insights and analysis of buildings offered by the application.
The Landing Page allows users to search for a specific address.
The Search Results and Signup Page provides users with a preview of the type of information they would be able to see if they signed up through the application, and guides them through a simplified and intuitive signup process on the same page.
The Detailed Results Page, which users will be directed to after signing up, allows them to scroll through detailed information about the specific building and gain valuable insights.
Uncovering User Needs
Timeline & Schedule
Usability Test, Interaction Design, User Flows, Rapid Prototyping
To gain a deep understanding of customer needs, I engaged in conversations with key stakeholders to comprehend their vision for the product and conducted interviews with users to understand their specific needs and desires. This ensured that the product development process was aligned with both stakeholder objectives and user expectations, leading to a more user-centric design.
Game Plan
As with any successful process, I knew I needed to establish a game plan to streamline our agile team's efforts. This plan had to be detailed yet concise, making it easy for everyone—from stakeholders to developers—to understand and quickly reference.
The plan also needed to capture the essence of the usability test, serving as a comprehensive roadmap for conducting our remote moderated tests with participants. It was crucial that this roadmap outlined every detail of the process, including the specifics of the product being tested, the selection of participants, the procedures to be followed, the task list for the participants, and the follow-up strategy.
UX Designer & Researcher
Skills
Timeline & Status
5 Weeks, Launched in November 2022
General Feedback
Feature Usefulness: The condo fee analysis feature is deemed valuable by users, as it impacts their budgeting. Emphasize the practical benefits of the feature in your messaging.
Sharing and Additional Info: Users are willing to share the feature with friends and appreciate additional information provided. Ensure that any supplementary details are clearly presented and useful.
Key Areas for Improvement
Revise Text and Layout: Simplify the wording on the page and enhance visual clarity.
Improve Search Bar Visibility: Make the search bar more prominent through color contrast and design changes.
Refine Sign-Up Process: Implement a less intrusive sign-up prompt and provide clear follow-up instructions.
Enhance Chart Details: Update the chart legend for better clarity and consider adding city-wide comparison options.
Results Are In!
Reflection
Takeaways
Success Metrics
Sign-Up Completion Rate
This indicates how effective the streamlined process has been in reducing friction and improving user experience.
Next Steps
Thorough Planning: Carefully planned the usability tests to ensure comprehensive, relevant data collection and meaningful insights.
Data Analysis and Action Plans: Meticulously analyzed collected data and developed detailed action plans to address findings.
Effective Communication: Maintained clear and consistent communication with the product team, stakeholders, and users to ensure alignment and transparency.
Making sure our design choices are spot-on
The KPIs selected for this usability test were designed to measure various aspects of the user experience and the effectiveness of our design changes. They included:
Conversion Rate
This reflects the effectiveness of strategies implemented to improve conversion rates.
User Feedback and Satisfaction Score
High satisfaction scores indicate that the process is perceived as user-friendly and efficient.
The campaign redesign was met with outstandingly positive feedback from users and stakeholders, which was highly encouraging. Moreover, the conversion rate saw a remarkable surge of 50% within the first week of its launch, signifying a successful start to this renewed initiative.
My Game Plan for Taking This Project to the Next Level!
Although my work with SixRoofs has concluded, if I were to conduct a second study on the campaign, I would measure the following KPIs:
Time to Sign-Up Completion: Tracking the average time it takes for users to complete the sign-up process. A shorter time indicates a more efficient and user-friendly process.
User Retention Rate: Assessing the percentage of new users who remain active after sign-up. Higher retention suggests that the sign-up process is engaging and aligns with user expectations.
How did I turn a campaign setback into an opportunity for growth
Overview
Process
How might we enhance the efficiency of the sign-up procedure to effectively highlight features and boost conversion rates?
Challenge
Background
Ultimate goals
In collaboration with the product team, I have mapped out each phase from initiation to completion to clearly define and schedule all tasks and milestones. This started by breaking down the project into major components and identifying key deliverables for each stage. I later assigned realistic deadlines based on the complexity of tasks and the availability of resources.
A Failed Attempt to Boost Signups
Recently, the start-up embarked on a condo fee campaign to capture user’s interest by highlighting its core capabilities and encouraging more signups, intending to secure additional funding from potential investors. Regrettably, the campaign did not yield the desired results, as the conversion rate fell significantly below expectations, leading us to conduct a usability test to discover issues and find solutions that would get us the desired outcome.
Streamline and simplify the sign-up process to reduce friction, making it more user-friendly and efficient.
Implement strategies to convert a higher percentage of visitors into registered users or customers.
Demonstrate a strong user base and robust conversion metrics to secure additional investment from current investors and attract potential investors
From ‘Meh’ to Marvelous
After a thorough round of iterations and design reviews by the product team, the final design was completed. This polished version was then developed and successfully launched, primarily promoted through social media channels, especially Instagram ads, for public access which ensured maximum visibility and engagement with potential users.
Design