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REDFIN- AGENT PROFILE REDESIGN

Product Design | UX | RESEARCH

Summary

The Redfin.com agent profiles are responsible for converting a sizable number of all sell-side customers. We identified an opportunity to increase engagement and conversion on our agent profiles by redesigning them to convey agent expertise and personality.

PROBLEM

Potential customers have a hard time choosing an agent who is right for them. They want to choose their agent based on a range of important factors as well as agent expertise.

Contribution

• Qualitative Research

• Visual Design

• User Experience Design

• Prototyping

• Testing

Research

We did competitive research to get an understanding of the industry standard for agent profiles. We also did a round of agent interviews to identify what agents felt was missing from the profile today. 

Ideation

We listed out all the needed features and sketched out modules that addressed the feature list. We mocked up a set of wireframes of each of the modules that we would use for the user testing. We followed this by two rounds of moderated interviews with homeowners

Key Findings:

• Interestingly, finding an agent is a lot like online dating. Both agents and clients want a connection based on interests, stage of life, as well as other important qualifiers.

• Personal safety and discrimination are very important to certain groups when choosing an agent.

• Most sellers meet an agent through their trusted networks as a way to vet them.

• Communication preferences were valuable (languages spoken, preferred platforms, etc).

Focus Areas of the experience we wanted to highlight when creating the solution: 

• Credibility

• Personality

• Hyper-local knowledge

final design