Case Studies

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preethi

Case Studies

About me

Resume

Email

Pinhous

Pinterest for Real estate

Deliverables

iOS App UI (MVP), Scalable style guide

About the Project

A visual approach to browsing and filtering home listings. I led UX research, strategy and UI design for PropTech Start up Pinhous.

My Role

Product Design

User Research, UX/UI Design

Duration

7 months (Nov 2023 - Jun 2024)

Team : UX Designer (Myself), Brand Designer, Development team

Project Overview

For Pinhous, I designed a real estate iOS app that provides custom search capabilities based on interior features and allows homebuyers to curate a vision board for home styles, to provide Custom Property Recommendations and Personalized Content to help them buy a home faster.

Objective

Allow home buyers curate home style boards and push personalized home listing to reduce their home search time

Deliverables

Real estate listing iOS app, with custom search and filters for home search, vision boards for home styles, image search.

Challenges

Some campsite CTAs lead to external links to third-party websites, diverting user traffic. Users can get information without signing up. No incentive to sign up.

Outcomes

I tested 4+ workflows for efficient user onboarding and personalization. WPAG compliant iOS app UI. Scalable style guide.

Secondary Research

Secondary research unveiled existing problems with online home search and homebuyer expectations throughout this step.

Findings

I discovered two major obstacles in online home search:

Finding homes that fit buyer criteria
Communicating home requirements with the Agents.

Another interesting behavior observed in Gen X and Millennials is that 75% of their online home search is carried out on a mobile device.

Competitor Analysis

Compared primary offerings from real estate apps in the market. Very few apps provided custom search and filtering capabilities.

Pinterest users profiling

Pinterest offers a powerful visual search option. I mapped out common demographic and psychographic data points between Pinterest users and home buyers.

User Research

Defining Target Users

User surveys with potential homebuyers and real estate agents revealed four types of home buyer groups based on their focus and characteristics in home search.

User Segmentation

Personas

Developed personas for the above three homebuyer types to map out their needs and motivations during online home search.

Concept ideas

I explored 3 approaches to onboard and cater to different user requirements and journeys.

Concept 1: Personalized Discovery Experience

Concept 2: User style profile

Concept 3: Final Concept: Visual similarity + Custom filters

Visual Search: Images are consistently ranked as the most valuable feature on listing sites, at 85%, and are cited as leading to 5.5x higher conversions.

Custom filters: By leveraging listing images to create custom filter criteria, users can refine their search efficiently, as per their tastes and needs.

Visual Search: Images are consistently ranked as the most valuable feature on listing sites, at 85%, and are cited as leading to 5.5x higher conversions.

Custom filters: By leveraging listing images to create custom filter criteria, users can refine their search efficiently, as per their tastes and needs.

User Tests and Iterations

I explored 3 approaches to onboard and cater to different user requirements and journeys.

Final Designs

App Onboarding

Home page and listings

Listing details and interactions

Key Takeaways

Two main takeaways from this project

Learnability may vary with context: The user may need some help getting familiar with the interactions when the context changes.
Progressive disclosure: The MVP need not be feature-rich. The users need to get familiar with the brand and brand value to accept new features better.