Redesign of RP Data Professional for Real Estate Agents
2 UX students
CoreLogic was redesigning one of their products called RP Data Professional, a platform that gathers all the data of Australian Real Estate.
CoreLogic asked us to conduct more user research in order to improve the search experience on RP Data.
DESIGNING FOR REAL ESTATE AGENTS
The platform is mainly used by Real Estate Agents. Core Logic advised us to design particularly for Sale Agents. They already created a persona.
A. Learning about:
Real Estate Agents' job
Core Logic objectives and RP Data
How Agents use RP Data
The opportunities for CoreLogic
B. Build & Measure a solution
We created a prototype that allows Sale Agents to prospect for leads more easily and more efficiently.
We presented and handed over our results to CoreLogic.
1. WHAT IS THE REAL ESTATE AGENTS' JOB AND WHAT ARE THEIR NEEDS?
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.
CoreLogic arranged 4 Real Estate Agent interviews for us. Unfortunately 2 were canceled. My colleague managed to have more interviews later in the process. Also, CoreLogic gave us their interviews notes from their previous research.
Some of our questions / Discussion guide available here
Describe the day in a life of a real estate agent?
What are the favourite parts of your job? What about your not so favourite? Why?
What are the most important parts of your job?
What are the most difficult parts of your job?
What tools do you use to help you in your job? and why?
We mapped out a Sale Agent's journey to help us understand the different tasks they undertake, their goals, their feelings and the tools they use.
I simplified the journey for our final presentation to CoreLogic.
Overview of a Sale Agent journey
2. WHAT ARE THE CLIENT'S OBJECTIVES AND WHAT IS RP DATA?
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.
CoreLogic invests a lot in data sourcing.
We interviewed employees from CoreLogic: a senior product manager, a product manager,
a business analyst, a trainer and a third-party UX designer.
What are the RP Data features?
3. HOW DO REAL ESTATE AGENTS USE RP DATA PRO?
They mostly type in an address or name into the search bar.
Then they only care about the property details page.
They are not using other features mostly because they don't know how to use them (or don't know the features exist)
They would have time to use these other features.
We learned from hotjar click analysis and website analytics that Agents just want to quickly reach information about individual property's to better sell them. They would only look at an entire street or area if it affects the individual property's value. Their goal is still to build a portfolio view of one place.
Website Analytics - All Search Type
We created a short survey. Access the survey. CoreLogic pushed the survey on RP Data for 2 hours. We get 10 answers. 50% of the respondents said they didn't know how to use the other features. 30% thought the features were not relevant enough. And 20% said they had other platforms. But none of them said it was a matter of time.
Why do not they use other features?
Real Estate Agents don't use RP Data to help them prospecting for leads, although useful prospecting features are available on the platform. They don't know how to use the prospecting features (Prospector, Territory Builder, and Property monitor) or they don't even know they exist.
By simplifying the prospecting features and displaying them in a more accessible way we think Agents will be helped with their prospection for leads and will benefit more from RP Data.
5. DESIGN PROPOSITION
Our solution was to create a dashboard that displayed all the prospecting features on one map instead of displaying them separately on the homepage.
We generated ideas with a design studio.
We created medium fidelity designs on Sketch and conducted usability tests with Sale Agents.
The dashboard button on the landing page doesn't mean anything for Real Estate Agents.
On the dashboard, they are confused about the layout and the options.
They are curious about the "Leads Opportunities" tool.
They like having a global picture of their territory.
They would prefer to see the properties list and the map on the same screen.
We iterated on our first designs and created a solution that stuck to what they normally do, which is, use the search bar. The main focal point is now the "Leads Opportunities" tool.
6. NEXT STEPS
Test the last design: drop-down menu and "Leads Opportunity" page
Interview sale agents that are using the actual prospector tool and see how useful it is for them.
The 4 key things I learned from this project:
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 too quickly
To deal with the unexpected events like canceled interviews