My role
Jr Product Designer
Project Scope
End-to-end mobile website
Length
10 Weeks
Tools
Figma, Figjam
Understanding the problem.
Overview
Imagine the blend of excitement and uncertainty that surfaces when the thought of moving to a new place takes hold. At Haven, we deeply empathize with this mix of emotions and the hurdles individuals face when embarking on a journey to a new location.
Picture yourself in the shoes of someone about to relocate. Balancing budget, community safety, work commute, and essential amenities like groceries and hospitals – it's not just about finding a new dwelling; it's about discovering a new home that aligns with your lifestyle and values. With a drive to simplify this process, I asked, "What if there was a way to ease stress and streamline decisions for those in transition?" This question propelled me to create Haven, a dynamic mobile website that redefines how users manage their moving journey. It's more than a platform; it's a resourceful haven designed to alleviate the moving burdens, from exploring new neighborhoods to making informed choices. Haven becomes the guiding compass for every step of the way.
Problem
The heart of the matter is crystal clear: there's a void in the landscape for a hub where users can effortlessly explore, evaluate, and organize their moving-related queries. In a world saturated with information yet fragmented, Haven strides forward as the much-needed bridge between dreams and logistics.
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My genuine understanding of the hurdles faced by relocators ignited my resolve to transform this journey. I recognized that this platform couldn't be merely functional – it had to be intuitive, empowering, and firmly user-focused. Merging my empathy with inventive ideas, I set the stage for a solution that would redefine the moving experience.
Solution
Get ready to dive into the captivating journey behind the birth of Haven. As you read on, you'll get a sneak peek into how this idea turned into reality. From unearthing insights through user research to making design choices that speak to real needs, you'll witness the transformation of a vision into a tangible haven. It's all about creating a space that guides users through the uncharted territory of relocation with ease.
Research
Competitive Analysis
In my mission to reshape the way we approach moving, I delved deep into the world of real estate. I wasn't just sizing up the competition; I was uncovering the hidden gems where my product could shine. I zeroed in on three big players – Zillow, Realtor.com, and Rent.com. By digging into their user experiences, I aimed to unveil the intricate threads that wove their successes and hiccups.
Zillow:
Digging into Zillow, I spotted some real strengths. Their user-friendly app and website are like a warm welcome, making the real estate journey a breeze. High traffic and engagement? They've got that in spades, proving their market muscle and their strong brand reputation seals the deal.
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But, there are some bumps in the road. Zillow falls short on accessibility features, which might be a deal-breaker for users who need them. And those search results? They're like a packed party, possibly leaving users feeling lost in the crowd, missing out on the good stuff.
Realtor.com:
Jumping into Realtor.com, I saw they shared Zillow's strengths: user-friendly interface, strong traffic, and engagement. The standout? Those handy guides, are a real asset in tackling real estate complexity.
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But, there were some persistent issues. Accessibility features were missing in action, a recurring hiccup. Plus, while the design does the job, it doesn't have that wow factor to grab and hold users' attention.
Rent.com:
Looking into Rent.com, I noticed it had familiar strengths – a slick app and website, along with solid traffic and engagement. The real gem? That moving center, a goldmine for users gearing up for their move.
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But, there were some familiar stumbles. Accessibility features were conspicuously absent. Plus, the search results were visually cluttered, and the map feature got in the way, making exploring listings less smooth, and possibly not the best user experience.
Carving a niche for Haven:
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As I pieced together these insights, something quite eye-opening surfaced – none of the existing real estate websites offered a one-stop shop that truly covered all the bases users needed. This lightbulb moment became the very bedrock of my design philosophy for Haven.
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By taking the best parts of user-friendly interfaces, high traffic, and engagement, and then patching up the gaps like the lack of accessibility features and spicing up the visual design, Haven is on track to flip the script on the real estate experience. It's a living testament to research, empathy, and a sprinkle of innovation – the embodiment of a vision that's all about turning the moving process from a headache into an opportunity for smooth sailing, informed choices, and total empowerment.
User Interviews & Findings
With a keen grasp of the real estate realm and a holistic vision, my next move was to tap into real-world experiences. Knowing that genuine innovation is born from meeting user needs, I jumped into a series of initial user interviews. These honest dialogues were a goldmine, revealing the struggles, dreams, and habits of those traversing the moving landscape. My mission was simple: infuse Haven with the very essence of user viewpoints, aligning every design call with their voices and catering to their worries.
​After the user interviews wrapped up, I dove into crafting an interview debrief, capturing the diverse range of insights. This was just the beginning of an exciting journey. I flexed my skills to create an affinity map, deftly knitting together the threads of data from the interviews. The goal? Weaving these bits into meaningful patterns, laying the foundation for smart design choices.
Affinity Mapping
Key Insights:
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Users prioritize location, affordability, and safety in their searches.
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Users experience stress due to the multitude of considerations involved.
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Users express a desire to delegate the moving process if possible.
Needs:
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A platform for reviewing moving companies and reading reviews.
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Direct and immediate contact with landlords and realtors.
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Information on affordable and reliable moving companies.
User Personas
After wrapping up the interviews, it was time to dive into the sea of insights and give shape to the puzzle pieces I had collected. This artistic process helped me craft user personas that breathed life into my research findings. These personas became more than just profiles; they became relatable characters that humanized the data. Through this creative approach, I transitioned from numbers and words to people with unique needs and goals, making my research resonate on a personal level.
Meet Fabiola
Meet Mateo
Armed with these personas, I'm excited to dive into the pool of creativity, crafting thoughtful "How Might We" questions that challenge assumptions and spark ingenuity. As I navigate this exciting terrain, I'll be adopting different points of view, stepping into the shoes of our personas to ensure that every concept truly speaks to their unique journeys. Through this dynamic process, the bridge between empathy and innovation comes alive, paving the way for design solutions that not only address user needs but also elevate the entire moving experience.
Ideation
How Might We's
Armed with the insights gathered and fueled by qualitative data, I ventured into the realm of problem definition and solution brainstorming. The magic of "How Might We" (HMW) questions guided my way. This phase turned research findings into actionable steps – from pinpointing issues to sparking creative ideas. It's here that I bridged the gap between understanding users and crafting effective design concepts
Insights:
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Users found the moving process overwhelming due to the multitude of tasks spanning various avenues, requiring them to sort their entire moving process.
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Reliable service identification proved challenging for users, navigating a maze of options for their moving needs.
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Users sought a simplified way to engage with their realtor or landlord, craving seamless and direct interaction.
HMW's
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How might we ingeniously cater to users' diverse moving needs, ensuring a one-stop solution that leaves no aspect unattended?
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How might we re-imagine the moving process, infusing it with simplicity and efficiency, so that users can navigate their transition with ease?
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How might we establish a reliable and efficient communication platform, fostering smooth interactions among all parties involved in the moving process?
Product Goals
Drawing inspiration from the meticulously crafted user personas and the wealth of research insights, I synthesized a visual representation of our product's guiding aspirations. This took the form of a Venn diagram, where the intricate interplay of business goals, user aspirations, and technical requirements converged to outline our strategic product goals.
Card Sorting
To fine-tune my information structure, I set up a closed card sort using Optimal Workshop, I brought in 5 individuals who align with our target audience to dig in. They effortlessly organized content as they'd expect to see it on the website. It was like peering into their minds – understanding their thought processes and preferences. This hands-on approach was a revelation, helping me identify areas for smoother user experiences. With these insights in hand, I honed the website to create an interface that seamlessly aligns with our users' needs.
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Site Map
Synthesizing the insights gleaned from the card-sorting endeavor, I adeptly curated and structured the key features, resulting in the creation of a meticulously tailored site map. This site map stands as a foundational blueprint, offering a comprehensive, bird's-eye view of my product's architecture. With every contour mapped out, I am better equipped to maintain focus on aligning the product with users' goals while remaining meticulously organized throughout the design process.
Design
User Flows
Crafting a roadmap of user experiences, I meticulously constructed user flows to illuminate the potential trajectories users might traverse when navigating tasks to completion. This methodical approach enabled me to visualize the intricate journey users embark upon, fostering a deeper understanding of their interactions and behaviors within the product.
Wireframes
With the foundation of the website's structure solidified through the user task flows, I seamlessly transitioned into the creative phase, giving birth to low-fidelity wireframes. These wireframes encapsulate the essence of the user experience, embodying the marriage between structure and design in their embryonic form.
Lo-Fi Sketches
Mid-Fi Wireframes
Moving up from the basic low-fidelity sketches, my mid-fidelity wireframes step into the spotlight. These are like detailed portraits of the user journey – they breathe life into the design, finding the sweet spot between structure and style. With a sleeker visual makeover, they're a real sneak peek into what's to come – an interactive adventure. By adding organized features tailored just right for my user personas, I'm aiming for a sweet spot of practicality and visual charm. Every piece is like a puzzle, carefully placed for maximum info without the overwhelm, ensuring users glide through the interface hassle-free.
Branding & UI Kit
Diving into the world of branding and UI, I set out to create an identity that really clicks. Fueled by this vision, I molded the logo with care, picked out brand colors one by one, and chose typography that was a perfect fit. Sketches upon sketches gave life to the logo, each exploring the brand's heart and its link to my user personas. Typography was a no-brainer – a clean, readable sans serif with a modern vibe that jibed with the brand's contemporary feel. Colors played their part too – teal for calm and safety, orange for a burst of optimism, white for simple elegance, and black for a touch of sophistication. Each shade carries a message, embodying the brand's spirit and purpose.
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Hi-fi Wireframes & Prototype
Testing
I created I usability testing plan in order to conduct user testing more efficiently. I conducted the usability tests with the end goal of improving the product by observing how users interacted with it. I recruited 5 participants with different moving experiences to take part in the usability test. These tests were done both in person and via zoom.
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Users had 3 main tasks to complete which included: Login/Sign Up, Searching for a home, Selecting a property, and contacting the realtor.
Goals:
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Assess the overall usability of the website.
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Determine if the website is intuitive and easy to use.
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Determine if there are any pain points due to the design.
Key Patterns:
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5/5 users were able to complete all tasks and mentioned they liked the design and ease of use of the website.
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5/5 users took less than 1 minute to complete each task.
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3/5 participants mentioned they really liked the chat feature and found it very useful
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3/5 participants were a bit confused during the contacting the landlord task.
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1 participant asked about the Move feature and said it was very useful to have.
Final thoughts
Key takeaways & Future Considerations
A product like Haven could be extremely beneficial to a wide variety of individuals, including disabled people, due to the variety of services it provides as well as the user-centric interface. When I started working on this project I kept making people's lives easier front and center of my goals. Every one of my participants agreed that moving was stressful and that motivated me to find a solution on how to make this not only easier but perhaps not stressful at all.
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This is why one of the ideas I had for future consideration is implementing a feature for booking a moving agent, someone that takes care of your moving process from start to finish, allowing the user to focus on work or whatever other priorities they might have during the process. Another consideration to have is turning the website into an app for better convenience to the user.
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