Domain Group is an Australian digital property portal and real-estate business that offers an ecosystem of leading property solutions with 5.9 million MAU. AllHomes is a consumer real estate property listings product with a 12 person R&D team.
AllHomes has a great loyal customer base that hadn't seen a website change in eight years. We had to hold people's hand as we streamlined their experience and changed over to a responsive site. We also had the great opportunity of reflecting our findings in the apps.
As the lead designer on the AllHomes responsive website, Android and iOS apps, I created rapid prototypes and delivered a roll out plan.
AllHomes had to cater to two audiences that had an almost 50/50 split. The primary customer base wanted to know what had popped up in their suburb's real estate over the weekend. The secondary customer base was someone who had an immediate need to buy or rent.
We needed a homepage that placed equal emphasis on both experiences without being overwhelming.
I created ideal user journeys and broke them down into three responsive iterations.
For each stage, I ran usability tests in cafes and offices in Canberra, where most of the customer base lived. I also monitored feedback, tracked metrics and ran design critiques.
During product validation, I made changes that reduced the workload required by agents.
The design had to be absolutely delightful in order to ease customers into the new experiences, so the visual designer and I created some beautiful but not intrusive interactions, like 3D house walkthroughs, smarter image loading and shortcuts to AllHomes’ most used features.
AllHomes also introduced agent and agency profile pages.
Instead of customers baulking at a sudden change, they adapted to the simplified user flows.