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REDFIN- IOS SELLER HUB

 

Product Design | UX | RESEARCH

 

Summary

We built a centralized selling hub on our Redfin App to help our users easily find information about Selling with Redfin.

PROBLEM

Historically, the Redfin app did not have sufficient information or resources that addressed homeowners’ questions about selling with Redfin. Additionally, many of our app users were unaware that Redfin was a brokerage and provided many ways to sell.

 

Contribution

  • Qualitative Research

  • Visual Design

  • User Experience Design

  • Prototyping

  • Testing

 
 

Ideation

 

I started off the process sketching out different frameworks mapped against possible goals for our users.

 
 
 
 

PROCESS

 
 

Together with our lead researcher, we facilitated a round of concept testing to help answer a number of questions that would help us get a better understanding of how our app user’s needs differ from our web users. 

We had 2 primary goals for the first round of testing: 

  • Validate existing hypotheses about seller needs and tasks in the app

  • Determine which variation of existing seller resources will be most helpful and compelling for iOS users 

 
 
 
 

Results

Key Findings:

Through our initial research, we discovered three insights that we considered core to the design of the new experience.

  • 1. ​​Users use the app and web for different reasons (web for research, app for searching).

  • 2. Users typically use the app to search for home and never come to the app looking to sell their home.

  • 3. Many users don’t know that Redfin has agents, is a full brokerage, and can help them sell.

 

After our second round of research, we discovered 3 more key findings that were integral to our new design.

  • Apps are for browsing to buy, not necessarily to sell.

  • Basic selling info is key for engagement.

  • Simple and “relational” experiences are preferred.

 

“I use the app when I'm out or at work on a break and have my phone only. It becomes like a time pass instead of using Facebook or Instagram, just to see what’s new. That's what I use it for more than anything else.”

 

I am confused by this concept of going to Redfin to sell my house. If you and I hadn't had this session, it would never even occur to me to use Redfin to sell. That should be clearly stated somewhere on the page."

 
 
 

I trust the last home sold [price] more than the Estimate. A lot of sites can give you what your home is worth, but I find a drastic difference between the sites.I don't know what one site gets the information from at all, so there's variability in trusting each source.”

 

“I really like the questions. Makes it feel more relational. I’m reading from top to bottom and it feels like scaffolded process that rides on an invitation to connect.”

 
 
 

The previous experience

 
 
 

After learning that customers don’t necessarily trust home estimates and instead rely on previously sold data, we decided to surface this information to them in a new and engaging way.

 
 
 
 
 
 

“Simply track your home’s value and nearby market with the newly improved My Home Tab.”

 
 
 

final design

 

“Track the value of your home and the recently sold homes in your area.”

 

“Discover Selling resources available to you.”

 

“Manage multiple homes from one place.”