The product:
I am part of a SaaS startup team, that provides real estate tax, property data and document retrieval.
My role as a designer is to create a more friendly user experience to attract and retain customers, more specifically first-week churn and “Deed Image”
Project overview
Project duration:
From start to finish: 6 month project
The problem:
Our major concern is first-week churn on our desktop app. Customers are leaving because they were not able to find how to download the “Deed Image” easily.
Project overview
The goal:
Improve user flow and help user find a way to quickly download “Deed Image”
My role:
My role was to reduce friction when user logs into our application and tries to download “Deed Image”
Project overview
Responsibilities:
I worked on this project from start to finish. From learning who are our users by talking to them, watching session recordings, making quality calls to learning and applying the whole product development cycle. From researching, running A/B tests, wireframing and prototyping.
User Research
Create Personas
Write up Problem Statements
User Journey Maps
Understanding the User
User research: summary
Project Background
The company has acquired a SAAS business application that enables users to search for an address and get tax records, mortgage details, mortgage information and more.
We’d like to understand what specific challenges our users might face in navigating, ordering, payment and connections process, more specifically first week churn and how we can help them achieve the Aha! Moment
User research: pain points
Pain point
Users find the check out process frustrating
Pain point
Users find the download of “Deed Image” confusing
Pain point
Users have a hard time finding where the downloaded “Deed Image” report went after clicking the download button
Pain point
To provide customer with the least friction user experience by reducing steps to sign up and download “Deed Image”
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Persona: Office Manager Mindy
Problem statement:
Office Manager Mindy is a busy working mom who needs quick access to finding Title names because she has to show her boss she’s productive
User journey map
This activity helped understand the pain points. We discovered more than one.
Make obvious the “Download Deed” link button
Make the sign-up process easier. Considering to move to single-sign on.
There’s also a need to create an account with multiple users, a change in focus from B2C to B2B
Starting
the design
Site Taxonomy
Standard Framework
What functions should be accessible everywhere in the application?
·Search Bar (address, apn, owner, map)
·Search Counter
·Help
Home View
Purpose: Launching point to get to where you need to go within the application.
Property View
Purpose: View all details about a property. Users cannot add data to this view.
Generate reports (pdf, Excel, and csv) for download.
Enhancement Documents
Purpose: Added value details about a property (info/docs for which customers are willing to pay extra)
My Workspace
Purpose: Area where users add information/details to help them track/manage property research. Not property specific.
·Able to see search history
·Able to see enhancement documents download history
·Able to review favorites
·Able to create projects to store documents/notes.
My Account
Purpose: Manage my account
·Invoices
·Upgrade/Cancel
·Edit Password
Help ·FAQ link. Link to support@propertyscout.io
Site Map
Paper wireframes
Goal: To address the specific challenges our users might face in navigating, ordering, payment and connections process, more specifically, help them find the “Deed Image” download in as little steps as possible to achieve the Aha! Moment.
Image of paper wireframes including five different versions of the same screen and one image of the new, refined version
Digital wireframes
The very first step is a micro-commitment from the user.
Use our site, enter your very first property search.
I wanted something simple and to the point
Insert first wireframe example that demonstrates design thinking aligned with user research
Have the user search for a property
Digital wireframes
Confirmation of the search
Preview of the report.
Our API would run a quick search and identify whether or not there’s a “Deed Image” available for this property, without having to sign up.
In the 2nd wireframe, we want user to receive a confirmation of the property searched by having an image of the property and a map indicating location of the property
The next movement is to provide a Preview of the report user had searched
Low-fidelity prototype
[Link to low-fidelity prototype.
For the purposes of this learning project. I created a prototype to have user get the “Deed Image” download as easily as possible by reducing the login process and make the API call prior to signing up. If “Deed Image” available, then provide a “draft report” for download.
Usability study: findings
Round 1 findings
Removed sign up friction
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Insert finding
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Round 2 findings
Created a downloaded images file
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Sign up process.
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Navigation around the app
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Reduce download steps
Familiarity with downloading a file
Refining
the design
Mockups
I highlighted the buttons to make the flow more user friendly we had better engagement
Image of selected screen before usability study
Before usability study
After usability study
Image of selected screen after usability study
Mockups
Created a larger button and added a sequence to help user know where he/she was in the process
Before usability study
After usability study
Image of selected screen before usability study
Image of selected screen after usability study
Mockups
Main mockup screen for display
Main mockup screen for display
Main mockup screen for display
High-fidelity�prototype
Accessibility considerations
I made sure the search widget had a “search by voice” option
I also included large buttons to facilitate users make a click
Color were chosen to help reader, read easily
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Going forward
Takeaways
Impact:
“Hypothetical” as I am still in the process of learning and applying this to a “real world” company and situation but my goal would look like”
By simply running an API after user runs a property search prior to requesting user to sign up, increased the number of user sign ups by x %.
We also added a download “Deed Image” steps and button that resulted in a retention rate of x% reflected in a revenue increase of x%
What I learned:
By identifying the user, the needs and the main reason why they were in our site, helped identify what were the friction points and remove those pain point and improve the overall experience, by increasing customer LTV
Next steps
Implement Single Sign on (SSO)
Document and implement a better onboarding experience by providing a better way to download “Deed Image”
Offer other Enhancement Documents.
We added “Title/Deed Abstract Image Download” . Can we add Mortgage Abstract download, Open liens, Parcel Maps?
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Let’s connect!
Insert a few sentences summarizing the next steps you would take with this project and why. Feel free to organize next steps in a bullet point list.
Thank you for reviewing my work!
If you’d like to see more or get in touch, my contact information is provided below
Email: marianaspage@gmail.com
Website: marianapage.com