CASE STUDY#1

In-app UX Project

The Product

Created the user Journey for a SaaS startup team, that provides real estate tax, property data and document retrieval.

My role as a designer was to create a more friendly user experience to attract and retain customers, more specifically first-week churn and “Deed Image" download button and make app mobile friendly.


Project duration: From start to finish: 6 month project.

The problem: Customers are leaving because they were not able to find how to download the “Deed Image" download button easily.

The goal: Improve user flow and help user find a way to quickly download “Deed Image”.

My Role: My role was to reduce friction when user logs into our application and tries to download “Deed Image”

My Responsibilities: I worked on this project from start to finish. From learning who are our users by talking to them, watching session recordings, making quality calls to learning and applying the whole product development cycle. From researching, running A/B tests, wireframing and prototyping.

KPI's and Methodology


The company has acquired a SAAS business application that enables users to search for an address and get tax records, mortgage details, mortgage information and more.

We’d like to understand what specific challenges our users might face in navigating, ordering, payment and connections process, more specifically first week churn and how we can help them achieve the Aha! Moment

User Journey Map

Creating a Persona: Now that we have a clear definition of the problem, let's find out who is the product for and what features need to stand out.

Problem statement and User Story

Office Manager Mindy is a busy working mom who needs quick access to finding Title reports because she has to show her boss she’s productive



Project Background & Research Goals

Creating a user Journey Map helps document the sequence of events and interactions a user experiences. This activity helped understand the pain points. We discovered more than one. Make obvious the “Download Deed” link button

Make the sign-up process easier. Considering to move to single-sign on. There’s also a need to create an account with multiple users, a change in focus from B2C to B2B



Research and Findings


Through initial interviews, quality calls and service tickets I discovered pain points

Site Taxonomy

Standard Framework

What functions should be accessible everywhere in the application?

· Search Bar (address, apn, owner, map)

· Search Counter

· Help

Home View

Purpose: Launching point to get to where you need to go within the application.

Property View

Purpose: View all details about a property. Users cannot add data to this view.

Generate reports (pdf, Excel, and csv) for download.

Enhancement Documents

Purpose: Added value details about a property (info/docs for which customers are willing to pay extra)

My Workspace

Purpose: Area where users add information/details to help them track/manage property research. Not property specific.

· Able to see search history

· Able to see enhancement documents download history

· Able to review favorites

· Able to create projects to store documents/notes.

My Account

Purpose: Manage my account

· Invoices

· Upgrade/Cancel

· Edit Password

Help

  • FAQ Link

  • Link to support@propertyscout.io


Goal: To address the specific challenges our users might face in navigating, ordering, payment and connections process, more specifically, help them find the “Deed Image” download in as little steps as possible to achieve the Aha! Moment.

Usability Study Findings


Due to privacy agreement with current employer, design prototype links are not included in this Portfolio