Redfin
UI/UX Design for Redfin Seller Hub. I designed a centralized space that helps homeowners track their home’s value, access selling resources, and understand Redfin’s full range of services. Many users didn’t realize Redfin could help them sell, which led to confusion and missed opportunities. This project transformed a low-performing feature into a high-impact experience that improved clarity, trust, and sell-side engagement.
Over half of Redfin’s home-searching app users also had a home to sell, but the app didn’t support their selling journey. The original “My Home” tab was a dead end, offering unclear messaging, no real value, and near-zero conversion. Redfin’s position as a full-service brokerage wasn’t visible in the mobile experience, leaving homeowners without clear next steps.
We saw an opportunity to reimagine the mobile selling experience.
Turning passive homeowners into engaged sellers by providing low-commitment, high-value content at just the right time in their journey.
Our goals:
Increase sell-side conversion on mobile
Boost engagement with the “My Home” tab
Grow Redfin’s sell-side customer base
Business Goals
Increase sell-side conversion on mobile apps
Boost overall engagement on this tab
Drive sell-side customer growth across our services
Research & Insights:
We started with discovery research, including a diary study and multiple rounds of moderated interviews, to map user needs to different stages of the selling journey. Through this, we uncovered key behavioral insights:
Mobile ≠ Web: Users came to the app to browse, not to research or sell.
Trust starts with transparency: Users didn’t trust Redfin’s estimates but were highly engaged with recently sold data.
Sellers want simplicity: Clear, basic information, not aggressive calls to action drove engagement and next steps.
Redfin’s services were invisible: Many didn’t know Redfin had agents or selling tools at all.
These insights informed a new approach: create a clear, helpful, and non-intimidating selling experience designed for mobile behavior and mindset.
Design Approach:
Using our research themes, I mapped out the core building blocks of the redesigned experience:
We tested multiple variations of content structure and design across concept iterations to validate the most compelling and useful layout for iOS users.
Trackable value:
Surface recent sales over generic estimates
Contextual education:
Offer timely guidance aligned with where sellers are in their journey
Trust-building structure:
Make Redfin’s services visible without overwhelming users
Featured Case Studies
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Dream it.
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Build it.
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Grow it.
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Sell it.
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