Redesign — Detail Pages’ MWeb Experience for Housing

Redesigned the Project Details Page for Housing.com, enhancing buyers and investors' user experience leading to improved Conversion Rates, Leads engagement and page scroll.

The project is live now. YAY! Click here to check it out (open on Mweb)

UI Design Mockup for the project

Project Duration: 9 Months

My Role: Research, UX & UI Design

Project Goal: Redesign, Conversion Rate Optimisation, SEO

Live URL: Housing.com(open on Mweb)

🏠 About Housing

Housing.com is an online real-estate platform where people can buy, rent and sell residential properties. Apart from that, we can also find PG and Co-Living Spaces.

🖥️ About The Project

📄 Brief

1. Need a visual refresh of current detail pages
2. We feel we’re missing crucial information that buyers seek while looking for properties online.

🎯 Objective

Redesign the detail pages without negatively affecting existing conversion rates and engagement.

👊 Challenges and Constraints

1. It was advised to stick to existing guidelines and design patterns.
2. Lack of documentation made it difficult to understand individual design decisions taken earlier.

STEP 1 — Research 🔎

Research Duration — 3 Months

Research Type — Secondary

Research Methods — Competitive Analysis, Customer Support Tickets, Contextual Inquiries, Stakeholder Interview, Heat map Analysis, Hotjar User Recordings

🤔 Why did we conduct research?

1. Lack of existing documentation.
2. Understanding buyers mental models while seeking properties.

✍️ What we wanted out of the research?

1. What information triggers buyers to drop a lead for a property?
2. The hierarchy with which buyers seek information, in the real world and the online.
3. Influential factors, during decision making?
4. Any information that is crucial to the buyer, we should have or present.

👩 Persona

From our research*, we identified two broad personas.

Retail Buyers — Buying property for themselves(End-Use). Furthur archetypes include:

• Unmarried individuals,
• Married couples with and without children,
• A married couple with and without family,
• Joint families

Investors — Buying property as an investment instrument. Furthur Archetypes include:

• NRIs
• Resident Indians
• Realtors

*All this was identified by analysing customer support calls, sales calls, stakeholder interviews and contextual inquiries.

🧠 Insights

1. Buyers spent quality time discovering as much about the property as they can.
2. Floor plans, configurations and project specifications are motivating factor that helps shortlist a property.
3. House search is a group activity, even when unmarried individuals or bachelors are looking.

Initial sketches presenting to the design and product team

🧩 Wireframes

While making the wireframes, my goal was to:

1. Put together all the information best in a small screen layout.
2. To facilitate informed decision making for the buyer.
3. To increase engagement and conversions.

Wireframe — Explorations & Concepts.

Final Wireframes

🖍 Visual Design

The designs you’re about to see went through even more deliberations, and iterations post wireframing. For the scope of this case study, I’ll not be illustrating those, but the final versions only.

Visual Designs for the project

🎉 Our Success Metrics

Primary:

1. No drops in Submitted CRF.
2. No drops in Total Leads.

Secondary:

1. No drops in Average Session Duration
2. Increase in Page Scroll

⏳ Results

After 3 months of testing and iterations, the following were the results.

1. Significant increase in Submitted CRF.
2. Increased Leads.
3. Improvement in overall engagement and page scroll.
4. SEO Rank improvement(surprisingly).

🙇‍♂️ My Learnings

1. Buyers on our platform were not familiar with design patterns and how to interact with them, which seemed usable to us designers.
2. Learned a lot about the mental models of the different personas while looking for a property online and buying

✅ Credits

Thanks to all of those who contributed to this project.

1. Subin Idiculla — Head of Design
2. Akash Shukla & Arejeet Banerjee — Product Managers
3. Ekta Gupta — Iconography

All your contribution, support and collaboration helped create the impact that we were able to make. Looking forward to our further collaboration 😄.

FIN.

Thank you so much for reading. 👏 X 50 if you like it. If you love it, do consider sharing. It helps to show your support.

About Me:

Hey there 👋, My name is Manav Madaan.

I’m a Designer and Researcher based out of New Delhi, India.

I’m obsessed with Design, Memes, Music and Comedy.

Apart from posting on medium, I also share design resources, Industry Insights, Best Practices and bring Industry Experts on my youtube channel to we can learn from them, how to be a better designer and how to grow and pivot our career.

I also host a podcast called Elements of Design.

If all that seems like fun do connect with me on:

Youtube | Instagram | Linkedin

I'm open for collaborations. Email me — yomana.madaan(at)gmail(dot)com