Context:
Module designs for a website overhaul, new UX
Team:
Myself, Product Manager, and Web Developer
Role:
In-house UX Researcher + Designer
Timeline:
6 week phase of 6 month project
Deliverables:
Research findings, user journey maps, personas, low fidelity wireframes and interactive prototypes of modules, written specifications for developer handoff
HALTON PARDEE + PARTNERS
A UX Case Study
Halton Pardee + Partners (haltonpardee.com) is a boutique real estate brokerage and the #1 Sales Team in Los Angeles by Sales Volume.
Research
Challenges
• Mobile users grew to +50% but design is not optimized.
• Lack of internal development team means resources must be carefully allocated.
• Diverse user base encompasses several segments.
• Various user segments, in all phases need education about the real estate process.
Solutions
Through task analysis and contextual inquiry, we discovered the tasks that are most important to users and cross-referenced with backend content management tasks. Using a mobile-first and atomic design approach, I created flexible, re-usable modules for publishing content.
Competitors
• sherrinoel.com
• jesseweinberg.com
• masercondosales.com
• tiffanyrochellegroup.com
• theagencyre.com
• stephanieyounger.com
• sallyforsterjones.com
• plgestates.com
• redfin.com
• zillow.com (as a platform)
• trulia.com (as a platform)
• realtor.com (as a platform)
User Research
Working backward from the services the company offers and business goals, I planned how to research and reach users in need of those services and doing their own research into it.
I utilized existing data from Zillow and Realtor associations to find out more about the behaviors and needs of home buyers and sellers.
I interviewed my Realtor colleagues — both seller and buyer specialists about their own needs as well as insight into common client behaviors and general needs.
Insights
“91 percent of home purchases are influenced by women, according to the Harvard Business Review. Additionally, the National Association of REALTORS® 2018 Profile of Home Buyers and Sellers found that the number of single female buyers continues to rise, and are currently the second largest buyer group at 18 percent behind married couples at 63 percent.”
- Realtor Magazine
Empathize
Users
Home Buyers — potential (future) and serious (now)
• Older millenial generation
• Thorough with online research, constantly searching
• Wants to independently learn about process, market & homes before committing to service/agent
Homeowners — potential (future) sellers and serious (now) sellers
• GenX to Baby boomer generations
• Changing lifestyle/circumstances lead to selling
• Value full personalized service and education by an agent
• Prefer in person or phone calls
Real Estate Professionals
• Desire quick and straightforward property and contact information
• Busy professionals, scanning web on behalf of their clients
• Looking for exclusive listings
• Tend to understand the areas in which other professionals and brokerages specialize
