REALFORCE
User Research and Website/Mobile Design
Realforce is a comprehensive marketing operations platform specifically designed for real estate agents and agencies across the globe. Leveraging AI-driven marketing solutions, Realforce empowers brands to enhance their advertising and customer engagement strategies. The services are included:
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Data Analytics: Unlock valuable insights to inform decision-making.
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Campaign Automation: Streamline marketing efforts for efficiency and impact.
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Personalized Content Delivery: Engage audiences with tailored content that resonates.
By integrating advanced technology with innovative approaches, Realforce maximizes the effectiveness of marketing efforts, driving success for real estate professionals worldwide.
CLIENT
Realforce (formerly Adfenix)
ROLE
Product Designer
UX Researcher
LOCATION
Stockholm
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Streamlined property listings review
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Simplified social media advertisement ordering
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Provided a comprehensive review of ordered advertisements
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Revamped campaign reordering
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Provided a clear visibility of campaign results
KEY GOALS
PROBLEMS
Streamlining Property Listings for Real Estate Agents
One of the key issues was the absence of a cohesive design flow that allowed real estate agents and customers to view all listed properties in a single, centralized location. This hindered their ability to efficiently order social media campaigns for individual properties, as well as to review, edit, and reorder these campaigns.
Enhancing Campaign Effectiveness Insights
A significant gap existed in providing a results page for campaigns. Without this feature, customers were unable to assess the effectiveness of their social media campaigns, making it difficult to measure success and optimize future efforts.
User-Centric Campaign Results Page: A Research-Driven Approach
Given the diverse range of our users—including brand headquarters, agents, sellers, and potential sellers—we embarked on a comprehensive user research initiative to better understand their needs and preferences for the campaign results page.
The approach included:
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Team Workshop: Collaborating closely with 2 product managers and 2 designers to align on objectives and strategies.
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In-Depth Interviews: Conducting interviews with key stakeholders, including 2 sales team members, 4 customers, and 6 home sellers, to gather valuable insights.
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Cross-Functional Presentation: Presenting the research findings to a cross-functional team for feedback and refinement.
This research-driven approach ensured that our design decisions were informed by real user needs, resulting in a more intuitive and effective campaign results page.
PROJECT GOALS
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User-Centric Approach: Deeply understand user needs and desires to optimize the page for clarity, engagement, and usability.
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Enhance Visual Design: Create an updated, cohesive design that effectively displays all types of social media ads related to properties.
Who are the users? How often and why they use the result page?
RESEARCH FINDINGS
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Personalization
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Customized Result Pages
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Tailored Email Campaigns
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Communication Challenges
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Hidden Features / Complex Navigation
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Ineffective Display Ads
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Misaligned Copywriting
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Emotional Impact
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Captivate Potential Sellers
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KEY INSIGHTS
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Wireframing in Whimsical
Developed initial wireframes to establish the foundational structure and user flow. -
Cross-Functional Collaboration
Led a collaborative workshop with engineers, product managers, and designers to align on objectives and gather diverse insights. -
High-Fidelity Design in Figma
Created detailed, high-fidelity designs in Figma, ensuring a visually cohesive and user-friendly interface. -
Iterative Feedback
Incorporated iterative feedback from front-end developers and the product manager to refine the design and address any technical constraints. -
Final Design Submission
Delivered the polished design to the front-end development team, ready for implementation. -
Stakeholder Presentation
Presented the finalized design to the support and sales teams one week prior to launch, ensuring alignment and preparedness across departments.
DESIGN PROCESS
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Enhanced Customer Satisfaction
By integrating insights from user research into our designs, we significantly elevated the user experience. Follow-up research by the customer support team revealed a remarkable transformation: former dissatisfied customers are now fully satisfied with the enhanced visibility into campaign results. This improvement is evident in markedly higher satisfaction scores and a surge in positive user feedback.
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Optimized Conversion Funnel and Success Rate
Our design enhancements streamlined the user journey, minimizing friction and refining key interactions within the conversion funnel. This optimization led to a notable 19% increase in funnel completion rates, as evidenced by Google Analytics data. Additionally, we achieved a higher success rate in driving desired user actions, such as initiating new order campaigns.