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Hypothesis
A tool that allows people to make informed decisions about their property’s worth and initial asking price will be a value add for the customer and a powerful acquisition tool for Nested.
Purpose statement
The vision: In order to fix homeselling in the UK.
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Target audience: Our product is aimed at homeowners’ who are looking to sell.​
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User problem: Problem of not knowing what to list their home for / having unrealistic expectations about price.​
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The strategy: Giving them insight into the list price they should choose for their needs.​
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The goal: We will know if our product works, when we see engagement from users on the tool / less tension in conversations with Relationship Managers around list price.
User Flow + User Journey
In order to fully understand what is needed for this tool we needed to define where it would sit within the overall customer journey, whether that be at multiple stages or multiple entry points.
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Once outlined we could look at defining the user flow through the tool, breaking it down into manageable segments which informs and educates at each stage.
Research Workshop
Now having a starting point to defining the flow, I conducted a workshop including people from different areas of the company who were relevant to providing further insight and research into how the customers behave and what their needs are.
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I tasked them with outlining the goals and objectives of the new tool, from both a customers perspective and from a business perspective. Then diving straight into sketching up ideas for each of the segments.
Key takeaways
Education - Customers sometimes know their local market better than us
Engagement - Engagement in that part of the journey
Relationship - Improve customer + Nested relationship collaborative
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Wireframes
Using the information and sketches gathered from the workshop and using the user flow created, I began to start mocking up some wireframes.
Prototyping & user testing
In order to validate the flow and nature of the tool, I needed to conduct user testing as often as possible. By creating prototypes of the wireframes and further designs it allowed me to keep checking the user flow and use this as a live demonstration during the user testing.
We conducted a usability testing sessions internally and externally. Due to the nature of the product, the language and knowledge of buying a home is complex and has an over complicated language associated with it. This was a key focus when testing the tool out with users.
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Each session gathered new insights which informed the wireframes and designs, which were testing at each time.
UI Designs
Working from the wireframes and the existing branding to create the UI throughout. All the UI is constant, clean and easy to navigate.
A large focus was around making sure the that there was the right amount of information.
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Tracking success & impact
Once the MVP version of the tool is built and live we will need to track the impact and ensure it is effective and hits the original goal. This will be achieved by tracking these areas;
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Engagement % of the tool from leads
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Number of comparables rated
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Feedback on the tools usefulness
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Impact on the close rate for the group that engage with the tool ​
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