Connecting Clients with the Right Agent
Client:
Redfin
Product design | Research
Summary:
We optimized Redfin’s agent profiles to improve engagement and conversion by highlighting agent expertise, personality, and local knowledge. This redesign helps potential clients connect with the right agents based on important criteria, improving trust and client-agent relationships.
Problem:
Potential clients struggled to choose an agent who fit their needs, wanting to base their decision on expertise, personality, and personal factors like life stage and communication preferences.
My Contribution:
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Conducted competitive analysis and agent interviews to identify missing features in the current profiles.
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Created wireframes and developed modules for user testing.
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Performed rounds of moderated interviews with homeowners to gather feedback.
Solution
We focused on improving credibility, personality, and local knowledge in the agent profiles, making it easier for potential clients to evaluate and connect with the right agent for their needs.
Key Findings
Choosing an agent is similar to online dating—clients seek a connection based on shared interests and needs.
Safety and discrimination concerns are significant factors for some groups when choosing an agent.
Most sellers rely on trusted networks to find an agent, valuing hyper-local knowledge and communication preferences.
Customer feedback on previous profiles
“I didn’t feel like I got a good idea of this agent’s personality. I’d like to connect at least a little bit with the person who’s going to sell my house.”
