How might we empower agents to make informed financial decisions?
Introduced a new tool for agents that allows them to monitor how their listings are doing.
Agents can see how many people viewed their ad and how many clicked on it. They can also track how promo tools impacted these numbers.
Sr. Product Designer
Less confusing data visualization
Iterative design
Performance overview
PropertyGuru, Agents Retention Team
Historical data
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https://drive.google.com/file/d/1amx4zvnWw5A7IM8jSa0_EMc64PeSXaGR/view?usp=sharingAnna Blukacz
anna.maria.blukacz@gmail.com
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https://www.linkedin.com/in/anna-blukacz-387b7886/Agents can take an insight into past data, including prices for the same property type, in the same location.
Agents are unable to make informed marketing decisions on their ads (whether and when to use additional tools such as boost, spotlight, or change keywords).
How did we measure the success?
Q1'21
ROI (Return on investment)
Explanatory data
Transparent data source
Agents had some difficulties reading the chart because of overlapping areas (when sales tools were active). We fixed it with solid bars placed below the chart. Thanks to that, the chart area remained clean.
1. Confusion about when and how to use additional tools
2. No easy way to see tangible results from spending money
Menu3. Failing on our promises to agents
Agents didn’t trust the data interpreted by the platform because of a lack of transparency (“how did you calculate this?”). To build better credibility, we added a comprehensive description of the way some metrics have been derived.
Agents can understand better how their ad is fairing against similar ones.
Agents can see at a glance how their ad is performing against the market benchmark.
Reach over time
The numbers alone didn’t help, in particular, less experienced agents to make certain decisions. Thanks to “Tips” they get a better understanding of “why” and “how”.
Problem space: Property agents find it difficult to assess how well their listing is doing.
HomeAgents can see all contacts channels breakdown to understand better how the prospects contact them.
Lead generation
Our vision is: Empowering agents in being trusted advisors to their clients. However, Agents are unable to fulfill their role as a trusted property advisor to their clients (e.g. cannot advise if sale/rent prices should change).
Agents/Agencies find it difficult to justify further spending on the property platform since ROI is related to listing performance.
Agents can understand better what they got in return (how many impressions, views, and leads they are getting for each credit spent).
Empowering property agents: designing for informed marketing decisions
Final design
After testing the first prototypes with the users, I made a few changes in design:
Why is this a problem for us?
Competition