SaaS B2B Product for Real Estate Business
Key features:
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Dedicated to the identification and planning of the business management direction
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A set to determine high-level priorities and preferences of the organization
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The tactical approaches and techniques to the implementation of the business plans
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Tool for specifying the strategy and identifying a plan of action
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Role
UI/UX Designer
Team
eDynamics
Duration
Oct' 16 - Feb' 17
Overview
SaaS B2B Product for Real Estate Business
The Project: Business Management System
Challenge: Real Estate Business users are unable to track the growth of their business and set realistic goals.
My Respobsibilities
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Defining product strategy and business objectives
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Understanding and designing the Product
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Evaluating and validating the product before deployment
Mobile App
Key features:
-
Dedicated to the identification and planning of the business management direction
-
A set to determine high-level priorities and preferences of the organization
-
The tactical approaches and techniques to the implementation of the business plans
-
Tool for specifying the strategy and identifying a plan of action
Desktop Dashboards
The main purpose of the Dashboard is to give realistic data to Real Estate Business Owners using which they can set practical goals.
Exploring Problem Space
Due to the overwhelming data collected by the sales team, it was difficult for Real Estate Business owners to set realistic goals and ways to influence customers' behavior.
The Challenges for Real Estate Business Owners:
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Can not set realistic goals
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Spreadsheets are hard to visualize
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Limited time to comprehend huge data
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Issues monitoring growth progression
Business Objectives for eDynamcis
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Bring an element of simplification and transparency
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Accessible to all users
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Implementation of strategic business decisions
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Understand and communicate the significance of data
I believe design is an iterative process. Here I approached the final solution by iteratively performing group discussions and brainstorming sessions in collaboration with the sales team and others. After having low and high fidelity versions I performed a series of pilot and usability testing using standard testing practices.
The Process
The Process
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Research Insights
After applying qualitative and quantitative research methods followed by a series of group discussions and brainstorming sessions with the sales team. I summarized my research as:
Areas of Improvements
After applying 10 Heuristic Evaluation Principles, the following principles were missing in the old version:
Business Model Canvas
Collaborated with business folks and came up with this Canvas
Persona
Value Proposition Diagram
Information Atchitecture
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Task Flow
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Wireframes
Med Fidelity
The report page is specifically designed for showing the data gathered by the sales team. It has various pages like follow up reports, inquiry report etc.
These menus can be accessed by the hamburger icon at the top of the home page.
A dashboard is designed more for communication purposes. The user to request for various applications through it. And if someone is lead to the team then he or she can also see the request from other team members.
This page is specifically designed for the sales team. They can access records like a pending follow-up, inquiry history, etc.
The main page has six menus listed one below the other so that the user can access the various submenus from it.
This feature is for recording the client's call during the follow-up process from the sales team.
Dashboards
High Fidelity
User Testing Insights
What users liked:
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Right metrics for comparison
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Accessibility features
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Simple graphs/charts
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Enough time to comprehend the data
What users felt needed improvements:
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The dashboard feature was confusing (make it more precise)
Changes in the next iteration:
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Markup palette for graphs
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Up and Downs of values
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Two-step secured login
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Real-time notifications on the smartwatch
Impact
Reduce processed time to complete the task by 87%
A simple way to define business decisions and future scope
Learning And Take Aways
63% of users reported they were comfortable reading data
Accessibility feature for color bind-users
Working on this project has been a great learning experience for me. Some of my major takeaways are:
Experience the Business
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When I began as a UI-UX Designer, I had little idea about the Real Estate Business industry and how it operated. Therefore I learned about the basic idea which helped me deliver a product before the timeline.
Connect with Developers
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I realized that I should have involved the developers in the design process even earlier than I did. Understanding things from their POV was crucial and super helpful in understanding how things worked and making design decisions.
Do not assume
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This is something to always keep in mind and be extra cognizant about. For example, we assumed that accessibility features would not get noticed but later on while having a post-testing session we got an appreciation for adding that feature.