PROPERTY DETAILS PAGE
PROPERTY DETAILS PAGE
Crafting the next generation property details page
Crafting the next generation property details page
I conducted surveys and tests for a UX case study focused on the current layout and usability of a core home search page.
I conducted surveys and tests for a UX case study focused on the current layout and usability of a core home search page.
My role
My role
My role
My role
Lead designer
Lead designer
Lead designer
Lead designer
Created for
Created for
Created for
Created for
ComeHome by HouseCanary
ComeHome by HouseCanary
ComeHome by HouseCanary
ComeHome by HouseCanary
Prototype
Prototype
Prototype
Prototype
Figma
Figma
Figma
Figma
Digital curb appeal
Digital curb appeal
Digital curb appeal
Digital curb appeal
When it comes to homebuying, the property details page (PDP) is often the buyer's first impression of their new home. My job was to gather feedback as to how best redesign this page in order to increase favor and customer engagement.
When it comes to homebuying, the property details page (PDP) is often the buyer's first impression of their new home. My job was to gather feedback as to how best redesign this page in order to increase favor and customer engagement.
When it comes to homebuying, the property details page (PDP) is often the buyer's first impression of their new home. My job was to gather feedback as to how best redesign this page in order to increase favor and customer engagement.
When it comes to homebuying, the property details page (PDP) is often the buyer's first impression of their new home. My job was to gather feedback as to how best redesign this page in order to increase favor and customer engagement.
Opinions
Opinions
Opinions
Opinions
Through a series of surveys and tests, I collected important data points that I was able to leverage in order to prioritize the features on this page.
Through a series of surveys and tests, I collected important data points that I was able to leverage in order to prioritize the features on this page.
Through a series of surveys and tests, I collected important data points that I was able to leverage in order to prioritize the features on this page.
Through a series of surveys and tests, I collected important data points that I was able to leverage in order to prioritize the features on this page.
Organization
Organization
Organization
Organization
By conducting A/B testing, I gained insights on which of the two potential layouts performed better.
By conducting A/B testing, I gained insights on which of the two potential layouts performed better.
By conducting A/B testing, I gained insights on which of the two potential layouts performed better.
By conducting A/B testing, I gained insights on which of the two potential layouts performed better.
Objectives
Objectives
Objectives
Objectives
After taking the feedback received, I then did the work to balance this feedback with the organizational goals.
After taking the feedback received, I then did the work to balance this feedback with the organizational goals.
After taking the feedback received, I then did the work to balance this feedback with the organizational goals.
After taking the feedback received, I then did the work to balance this feedback with the organizational goals.
The devil is in the details
The devil is in the details
The devil is in the details
The devil is in the details
For the initial rounds of feedback gathered, I wanted to keep the focus on the features you would find on the PDP. This way, I would be able to get undistracted opinions on what buyers desire most when browsing homes. Additionally, I can use this feedback later when organizing and testing future layouts and iterations.
For the initial rounds of feedback gathered, I wanted to keep the focus on the features you would find on the PDP. This way, I would be able to get undistracted opinions on what buyers desire most when browsing homes. Additionally, I can use this feedback later when organizing and testing future layouts and iterations.
For the initial rounds of feedback gathered, I wanted to keep the focus on the features you would find on the PDP. This way, I would be able to get undistracted opinions on what buyers desire most when browsing homes. Additionally, I can use this feedback later when organizing and testing future layouts and iterations.
For the initial rounds of feedback gathered, I wanted to keep the focus on the features you would find on the PDP. This way, I would be able to get undistracted opinions on what buyers desire most when browsing homes. Additionally, I can use this feedback later when organizing and testing future layouts and iterations.
Home stats
Home stats
Home stats
Home stats
Unsurprisingly, the highest ranked feature requested was the actual home stats. People are most interested in the basic details of a property (beds, baths, HOA fees, etc.).
Unsurprisingly, the highest ranked feature requested was the actual home stats. People are most interested in the basic details of a property (beds, baths, HOA fees, etc.).
Unsurprisingly, the highest ranked feature requested was the actual home stats. People are most interested in the basic details of a property (beds, baths, HOA fees, etc.).
Unsurprisingly, the highest ranked feature requested was the actual home stats. People are most interested in the basic details of a property (beds, baths, HOA fees, etc.).
91%
91%
91%
91%
Comparable properties
Comparable properties
Comparable properties
Comparable properties
Some buyers asked for features that we already offer but had given less priority to on our current PDP. One of the top five features raked as most important was buried at the bottom of the page.
Some buyers asked for features that we already offer but had given less priority to on our current PDP. One of the top five features raked as most important was buried at the bottom of the page.
Some buyers asked for features that we already offer but had given less priority to on our current PDP. One of the top five features raked as most important was buried at the bottom of the page.
Some buyers asked for features that we already offer but had given less priority to on our current PDP. One of the top five features raked as most important was buried at the bottom of the page.
79%
79%
79%
79%
Contact agent or loan officer
Contact agent or loan officer
Contact agent or loan officer
Contact agent or loan officer
Of the buyers surveyed, most expressed a tepid interest in the ability to contact a loan officer. Going forward, this may prove to be a challenge as this is the main goal of our organization.
Of the buyers surveyed, most expressed a tepid interest in the ability to contact a loan officer. Going forward, this may prove to be a challenge as this is the main goal of our organization.
Of the buyers surveyed, most expressed a tepid interest in the ability to contact a loan officer. Going forward, this may prove to be a challenge as this is the main goal of our organization.
Of the buyers surveyed, most expressed a tepid interest in the ability to contact a loan officer. Going forward, this may prove to be a challenge as this is the main goal of our organization.
68%
68%
68%
68%
Virtual walkthrough
Virtual walkthrough
Virtual walkthrough
Virtual walkthrough
There were a few features included in the list that we don't currently offer. Since these features were not highly requested, we know that we're on the right track!
There were a few features included in the list that we don't currently offer. Since these features were not highly requested, we know that we're on the right track!
There were a few features included in the list that we don't currently offer. Since these features were not highly requested, we know that we're on the right track!
There were a few features included in the list that we don't currently offer. Since these features were not highly requested, we know that we're on the right track!
53%
53%
53%
53%
Testing, testing, 1, 2, 3
Testing, testing, 1, 2, 3
Testing, testing, 1, 2, 3
Testing, testing, 1, 2, 3
Now for the next round of testing, I wanted to get homebuyer's opinions on two different page layouts. One, similar to what our current PDP looks like, the other, something new that we wanted to tryout.
Now for the next round of testing, I wanted to get homebuyer's opinions on two different page layouts. One, similar to what our current PDP looks like, the other, something new that we wanted to tryout.
Now for the next round of testing, I wanted to get homebuyer's opinions on two different page layouts. One, similar to what our current PDP looks like, the other, something new that we wanted to tryout.
Now for the next round of testing, I wanted to get homebuyer's opinions on two different page layouts. One, similar to what our current PDP looks like, the other, something new that we wanted to tryout.
Layout A
Layout A
Layout A
Layout A
This layout prominently features the listing photos at the top of the page. This page also utilizes a sticky card on the right side that contains the most vital information and controls of the listing. Additionally, this card follows you as you scroll up and down the page.
This layout prominently features the listing photos at the top of the page. This page also utilizes a sticky card on the right side that contains the most vital information and controls of the listing. Additionally, this card follows you as you scroll up and down the page.
This layout prominently features the listing photos at the top of the page. This page also utilizes a sticky card on the right side that contains the most vital information and controls of the listing. Additionally, this card follows you as you scroll up and down the page.
This layout prominently features the listing photos at the top of the page. This page also utilizes a sticky card on the right side that contains the most vital information and controls of the listing. Additionally, this card follows you as you scroll up and down the page.
Layout B
Layout B
Layout B
Layout B
The biggest difference in this layout is the 70/30 split between the listing photos and content. This layout allows for a more equal prominence of photos and content. The content is also organized into sections which are easily accessible no matter how far you scroll.
The biggest difference in this layout is the 70/30 split between the listing photos and content. This layout allows for a more equal prominence of photos and content. The content is also organized into sections which are easily accessible no matter how far you scroll.
The biggest difference in this layout is the 70/30 split between the listing photos and content. This layout allows for a more equal prominence of photos and content. The content is also organized into sections which are easily accessible no matter how far you scroll.
The biggest difference in this layout is the 70/30 split between the listing photos and content. This layout allows for a more equal prominence of photos and content. The content is also organized into sections which are easily accessible no matter how far you scroll.
Ready, set, scroll!
Ready, set, scroll!
Ready, set, scroll!
Ready, set, scroll!
Spoiler alert:
Spoiler alert:
Spoiler alert:
Spoiler alert:
Over the course of about a week, these two layouts were pitted against one another in an A/B test. Testers were given the same series of tasks to perform so that we could compare times to completion. Here's how it went.
Over the course of about a week, these two layouts were pitted against one another in an A/B test. Testers were given the same series of tasks to perform so that we could compare times to completion. Here's how it went.
Over the course of about a week, these two layouts were pitted against one another in an A/B test. Testers were given the same series of tasks to perform so that we could compare times to completion. Here's how it went.
Over the course of about a week, these two layouts were pitted against one another in an A/B test. Testers were given the same series of tasks to perform so that we could compare times to completion. Here's how it went.
A
A
A
A
6 min, 5 sec
6 min, 5 sec
6 min, 5 sec
6 min, 5 sec
B
B
B
B
6 min, 10 sec
6 min, 10 sec
6 min, 10 sec
6 min, 10 sec
Task one
Task one
Task one
Task one
Please locate the estimated home value and say the amount.
Please locate the estimated home value and say the amount.
Please locate the estimated home value and say the amount.
Please locate the estimated home value and say the amount.
A
A
A
A
1 min, 9 sec
1 min, 9 sec
1 min, 9 sec
1 min, 9 sec
B
B
B
B
1 min, 1 sec
1 min, 1 sec
1 min, 1 sec
1 min, 1 sec
Task two
Task two
Task two
Task two
Please articulate which factors influenced the estimated home value.
Please articulate which factors influenced the estimated home value.
Please articulate which factors influenced the estimated home value.
Please articulate which factors influenced the estimated home value.
A
A
A
A
1 min, 35 sec
1 min, 35 sec
1 min, 35 sec
1 min, 35 sec
B
B
B
B
1 min, 17 sec
1 min, 17 sec
1 min, 17 sec
1 min, 17 sec
Task three
Task three
Please locate the section containing the crime rate statistics.
Please locate the section containing the crime rate statistics.
A
A
1 min, 2 sec
1 min, 2 sec
B
B
1 min, 8 sec
1 min, 8 sec
Task four
Task four
Task four
Task four
Locate and talk briefly about the 3 year forecast of this home.
Locate and talk briefly about the 3 year forecast of this home.
Locate and talk briefly about the 3 year forecast of this home.
Locate and talk briefly about the 3 year forecast of this home.
A
A
A
A
53 sec
53 sec
53 sec
53 sec
B
B
B
B
1 min, 10 sec
1 min, 10 sec
1 min, 10 sec
1 min, 10 sec
Task five
Task five
Where would you go to find additional details of this home such as HOA fees?
Where would you go to find additional details of this home such as HOA fees?
A
A
47 sec
47 sec
B
B
38 sec
38 sec
Task six
Task six
Finally, please start the process of scheduling a tour of this home.
Finally, please start the process of scheduling a tour of this home.
A
A
39 sec
39 sec
B
B
56 sec
56 sec
Task three
Please locate the section containing the crime rate statistics.
A
1 min, 2 sec
B
1 min, 8 sec
Task five
Where would you go to find additional details of this home such as HOA fees?
A
47 sec
B
38 sec
Task six
Finally, please start the process of scheduling a tour of this home.
A
39 sec
B
56 sec
And the winner is…
And the winner is…
And the winner is…
And the winner is…
Let it B
Let it B
Let it B
Let it B
After analyzing the feedback and reviewing it with key stakeholders, it was decided to move forward with Layout B. The deciding factor? The majority of the ComeHome user base use our mobile site. This means Layout B has the clear advantage as this layout was already designed with all the content in a mobile width container kept to on the right side of the page.
After analyzing the feedback and reviewing it with key stakeholders, it was decided to move forward with Layout B. The deciding factor? The majority of the ComeHome user base use our mobile site. This means Layout B has the clear advantage as this layout was already designed with all the content in a mobile width container kept to on the right side of the page.
After analyzing the feedback and reviewing it with key stakeholders, it was decided to move forward with Layout B. The deciding factor? The majority of the ComeHome user base use our mobile site. This means Layout B has the clear advantage as this layout was already designed with all the content in a mobile width container kept to on the right side of the page.
After analyzing the feedback and reviewing it with key stakeholders, it was decided to move forward with Layout B. The deciding factor? The majority of the ComeHome user base use our mobile site. This means Layout B has the clear advantage as this layout was already designed with all the content in a mobile width container kept to on the right side of the page.
