UX Research / UX/UI

ORBIT LISTING

Problem Statement

“In the real estate market 73% of sellers say they are more likely to list with an agent who uses video to market their home, however only 9% of agents create listing videos.”

This statement from the National Association of Realtors indicates a need for listing videos while indicating a lack of understanding of the causality of demand. Why does this discrepancy between need and demand exist.

My Role

Through qualitative interviews using JTBD interview questions with real estate agents, listing coordinators sellers and buyers I will determine the discrepancy in expressed need and the lack of purchasing.

Further understand the users’ motivations, needs and objections in order to position the solution to meet their goals.

CREATE A WEBSITE WITH AN INTUITIVE USER EXPERIENCE FOR THE ONLINE ORDERING OF LISTING VIDEOS.

DISCOVERY THROUGH RESEARCH

   Conducted Qualitative Interviews with Listing Coordinators, Buying and Selling Agents, Sellers and Buyers

   Used JTBD interview questions to uncover situational demand

   Supporting Research

  • The listing price threshold for using video to sell a home starts at $5550,000. This is the price point at which realtors have a need.
  • $2000 is the average cost a realtor is willing to spend to sell a property.

KEY FINDINGS

   Realtors main influencers are other realtors. 90% said they have a set listing protocol that changes maybe once every 6 months. Creatures of habit

   80% of realtors said they think of their revenue on a per deal basis rather than establish an annual listing/marketing budget.

   Realtors think the 3 most important aspects to selling a home are…Price, Negotiation, and Accessibility.

   “In a sellers’ market video is not critical in the sale of a home. I have not had a time when a virtual tour or video was the difference maker in the sale of the home.” Interviewed Realtor

   Contradictory, 82% of sellers believe virtual tours or videos are one of the top 3 ways to market their property.

   Regardless of price 76% of sellers interviewed said 1 of the reasons they selected their selling agent was because they used virtual tours or videos.

76%

of sellers interviewed said 1 of the reasons they selected their selling agent was because they used virtual tours or videos.

82%

of sellers believe virtual tours or videos are one of the top 3 ways to market their property.

80%

Of realtors said they think of their revenue on a per deal basis rather than establish an annual listing/marketing budget.

FINDING

The research determined that the demand for videos was driven from the sellers however sellers’ agents did not believe they were a critical component to the sale of the property.

SOLUTION

The positioning of videos changed from a strategic marketing tool to sell property to a marketing tool to gain more sellers.

PERSONA

Using what I learned from the research I created a persona. I then began sketching layout options for each page. Two ideas needed to be promoted. First the idea for sellers that video was a critical tool to help sell their home. This idea would help to continue to drive demand. Second that the use of video would help agents differentiate themselves and ultimately win more listings. This idea would drive sales.

I sketched 6 layout options for each page and worked with the client to feature prioritize based on the research findings.

SKETCHING AND WIRES

Using what I learned from the research I created 2 personas and began prioritization features. I then moved on to an interative process of sketching starting with user flows and moving into lower fidelity wireframes. During this process I held test/critique sessions to understand usability with the low fidelity prototype.

FORM CREATION

The intake form was a business critical piece of the website. The business objective was to reduce administrative work in gathering information for new customers therefore we needed to be thorough in obtaining this information without being overbearing as to burden the user.

I first prioritized the questions and fields and then categorized to determine the right order. I then created a PDF version of the form and tested it with 5 users. Based on feedback and results I made changes and re-tested.

USER TESTING USING 
LEAN UX PRINCIPLES

I created a clickable prototype using InVison and conducted 3 in person user tests. I had each user carry out 6 tasks. I carefully observed and denoted  opportunities for improvement. I then synthesized the results and iterated the prototype.

LOGO CREATION

HI-FI / TESTING

TEST AND LAUNCH

Once the site was build I conducted 5 usability tests with our established primary user group. The tests were conducted live and each user was asked to perform a series of tasks. Based on the results, modifications were made and the site was launched.