Helping Homeowners Make Informed Selling Decisions

Client:

Redfin

Product design | Research | Protoyping

Summary:

We developed a centralized selling hub within the Redfin App to help homeowners find valuable information on selling their homes and track their home’s value in a user-friendly way, improving their selling journey and enhancing overall app engagement.

Problem:

Previously, the Redfin app lacked sufficient selling resources, and many users were unaware that Redfin was a brokerage that offered multiple selling solutions. This gap in awareness and information left users unsure about how to sell their homes using Redfin’s services.

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

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.

Voices of our Sellers

“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.”

— Homeowner

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.”

— Homeowner

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."

— Homeowner

“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.”

— Homeowner

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

Results

The updated hub surfaces essential selling information in a clear, engaging way.

The new “My Home Tab” outperformed expectations:

  • 134% lift in sell-side conversion vs. control

  • 38.1% increase across all sell-side services

  • Significant lift in engagement on the previously stagnant tab

By turning the Seller Hub into a trust-building, action-oriented space, we helped more homeowners start their selling journey and positioned Redfin as a go-to partner in the process.

This project was a major win for the team, driving both user satisfaction and business growth.

Previous Experience

Shipped Experience

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

“Discover Selling resources available to you.”

“Discover Selling resources available to you.”