I had the privilege of designing for Muze, where I helped design an onboarding flow aimed to educate & convert real estate agents to use our platform to list properties.
Lead Product Designer
Team of 5 Designers, 1 User Researcher
Real estate agents are forced to scout, hire and manage their own vendors for media services (photographers, videographers, designers) every time they need to market a property. Muze seeks to streamline this process by aggregating all of these services onto one platform.
In order to market a property, agents have to hire their own contractors while also handling their own responsibilities. This involves a lot of networking and risk when it comes to finding a suitable vendor for a job. Also, each vendor may only provide certain services, when agents may need a full package.
"What we have to learn to do, we learn by doing." - Aristotle
The best way for something to stick in a user's mind is for them to actually do it. To prompt users to interact with our product, we can give them a simple series of steps to ease them on, aka Guided Task Completion.
List a property, hire vendors, and market it in one flow.
No missed opportunities here. Users have every option.
If users want to learn more, our platform will educate them.
Value proposition: our All In One media platform will make Real Estate Agents' job easier and more efficient.
Real Estate Agents must validate their real estate licenses in order to pull from the MLS API and list properties.
Listing a property should be quick and painless - just put in the address and Muze will identify it for you.
Here users experience the AIO media uplaod experience Muze delivers, enabling them to choose any media type they want.
Agents can simply choose to upload existing media, sync from other libraries, or hire one from Muze's network.
Hiring a professional creative agent from Muze's network is simple and quick - all it takes is knowing a date.
Credit to Stubborn Library for these awesome illustrations!
As design support lead, the majority of my efforts were spent in the beginning stages, Discover and Define.
Met with client to solidify his vision in terms of project requirements and branding
Explored deliverable expectations given an 8-week timeline
User Interviews with Real Estate Agents to uncover pain points and motivations in their marketing processes
Market research - competitive and comparative research
Worked with team to create Customer Journey
Affinity mapped insights from User Interviews
Defined most important features to design
Delegated different portions of task flow among team
MVP Design System
Elevating sketches to wireframes to high-fi using D.S.
Validation testing with agents to confirm or deny hypotheses created from generative research in Discover phase
We wanted to understand their current workflows in generating marketing materials (photos, videos, walkthroughs, flyers, etc.) so that we could see exactly what features they prioritize. This way we know which features should be included in an MVP and also evaluate for a true product market fit.
We divided our research into 2 topics, Listing and Marketing:
Richer media usually demands a niche / luxury market
Zillow and Redfin don't give REAs enough customization
REAs are constantly mobile; they need to work efficiently
They depend on pro-photography, and trust select vendors
⌚︎ REAs can't live without MLS' API to auto-populate their listings
Brian | Luxury Real Estate Agents
Sells luxury listings using richest forms of media
Invests most time and money into marketing a property
Uses all forms of marketing media, including photos, 3D video tours, drone videos, floor plans
Randy | Everyday Real Estate Agents
Sells middle-range property listings
Rely mostly on professional photos to sell properties
Prioritize networking and affordable vendors to get the job done
Making a sale is more important than quality of marketing
We took notes of design patterns for listing processes that made sense to us - for example, keeping consistent breadcrumbs available at every step for easier navigation throughout a long process will make the user feel more in control. We looked at 3D photography processes to learn what was required.
One of the most important factors of a successful onboarding is the length and number of required steps. With my co-lead, we mapped out the entire task flow to figure out what all the requirements will be for each step, from account creation to fulfilling the listing.
We then sketched wireframes to cover all the use cases for each media upload type. Each media type required its forms of upload, whether it be uploading from their device or syncing from an online cloud service. Some also required a special Matterport 3D camera. All included a Hire option provided by Muze.
I asked the users two main tasks with a given scenario. These tasks were meant to replicate their normal, everyday tasks when working with a client while they are preparing to begin shopping for homes.
We’d like you to imagine that you are working with a borrower named Priya Singh and her husband Akhil, who is the co-borrower.
Task 1 - Media Comprehension
Imagine that you have received Priya’s loan application and her authorization to pull credit.
Please walk us through the process of how you would go about pulling their credit from all bureaus, and how you’d save it.
Task 2 - Task Completion Speed
Priya is almost set to get her loan approved, but since some time has passed, you decide to check Priya’s (joint) credit again.
Please show how you would check Priya’s credit report a second time.
Our users were happy with the simplicity of the tasks. We were given valuable suggestions, such as automatically pulling a tri-merge report instead of from 1 bureau, that we quickly incorporated into our prototypes for future testing.
Users successfully ordered a joint credit report for Priya.
Users easily navigated to Priya’s folder to refresh her credit.
Users were able to Upgrade a Report to pull from an additional bureau.
If there are already design assets, then it may be easier to skip lo-fi stages into mid-fi iterations - especially if the team workshopped sketches together with a design critique.
Take user feedback with a grain of salt - even with a small sample size. Every user can be an outlier, so wait for more users.
Take control over usability sessions, and avoid all leading questions. Each user has different experiences using this app.
I'm open to chat about any opportunities, or even just to chat!