Redesign of RP Data Professional for Real Estate Agents
2 UX students
CoreLogic is redesigning one of their products called RP Data Professional. It is a platform that gathers all the data of Australian Real Estate. It is mainly used by Real Estate Agents.
Our objective is to improve the search experience on RP Data.
Define the right problem
Understand Core Logic objective and RP Data
Understand the Real Estate Agents' job
Understand how Real Estate Agents use RP Data
Define an opportunity
Define the right design
Sketch a solution
Test the solution
1. WHAT ARE THE CLIENT'S OBJECTIVES AND WHAT IS RP DATA?
We met/called employees from CoreLogic : a senior product manager,
a product manager, a business analyst, a trainer and a third-party UX designer.
The redesign is expected to limit the risk of churn amongst Real Estate Agents.
RP Data has become very complex due to tacked on features.
The platform is 14 years old.
Product's core business
CoreLogic invest a lot in data sourcing.
There is no other platform with as much data on real estate as RP Data.
Real estate's data are sourced from different networks including the Real Estate Agents themselves.
RP Data features
2. WHAT IS THE REAL ESTATE AGENTS' JOB AND WHAT ARE THEIR NEEDS?
CoreLogic arranged 4 Real Estate Agent interviews for us. Unfortunately 2 were canceled. We managed to have more interviews later in the process. Also, CoreLogic gave us their interviews notes from their previous research.
User Journey map
We mapped out a journey map of a Sale Agent to help us understand the different tasks they undertake, their goals, their feelings and the tools they use.
Sales Agents are more looking for new sellers than new buyers.
Once they convince a lead to become a client all the following steps are quite easy to follow.
The most difficult part of their jobs are:
Finding leads to sell
Convincing leads to become a client
They already use RP Data to help them convincing a lead to become a client.
They do not use RP Data to find new leads.
Overview of a Sale Agent journey
3. HOW DO REAL ESTATE AGENTS USE RP DATA PRO?
To understand how people were using RP Data, we looked at hotjar maps and website analytics (CoreLogic gave us these materials from their previous research).
They use almost only the search bar.
They type an address or a name.
They have a look at a property detail page.
Website Analytics - All Search Type
To understand why people are not using the other features, we created a short survey (google survey) and CoreLogic pushed the survey on RP Data for 2 hours. We get 10 answers.
People are not using other features because:
50% of them do not know how to use them (or do not know the features exist),
30% of them think the features are not relevant enough,
20% of them have other platforms.
They would have time to use the other features.
Why do not they use other features?
Problem and solution statements
Real Estate Agents are not using RP Data to prospect for leads. They don't know how to use the prospecting features on RP Data (Prospector, Territory Builder and Property monitor).
By simplifying the prospecting features and displaying them in a more accessible way we think the Real Estate Agents will be helped with their prospection for leads and will benefit more from RP Data.
We generated ideas by sketching on paper and by iterating on our sketches.
A dashboard as a solution
Our idea was to create a dashboard that displayed all the prospecting features on one map instead of displaying them separately on the landing page.
5. DESIGNS PROPOSITIONS
We created medium fidelity designs on Sketch to test our idea with Real Estate Agents and get our first feedbacks.
We iterated on our first designs and created a solution that stuck to what they normally do, which is, use the search bar. A main focal point would be the "Leads Opportunities" tool.
The next steps would be to test the last design and see if the drop-down menu on the landing page would be used or not, and if the "Leads Opportunity" page will be well understood and used.
Another important point would be to interviews real estate agents that are using the actual prospector tool and see how useful it is for them, what results do they get from this tool.
The dashboard button on the landing page doesn't mean anything for Real Estate Agents. They don't know what to expect from this dashboard.
On the dashboard, they are a little bit confused about the layout and the options.
They like having a global picture of their territory on a map and a list.
They would prefer to see the properties list and the map on the same screen.
They were curious about the "Leads Opportunities" tool.
I learned a lot from this project. The main progress I made were:
To choose the right tools to validate (or not) my assumptions and to solve a problem
To prepare the user interviews and interview users
To not jump into the solution to quickly
To deal with the unexpected events like canceled interviews
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