OJO Labs acquired Movoto Real estate in 2020. Bridging the new with the “old”, the native application faced a rebrand along with a new priority in features specific to homeownership.
My Role
As the native application owner it was imperative that all new team players in the Austin, TX offices understood the path forward.
Defining priority, clarifying performance metrics, coordinating production ready design assets to utilize a new design system and grooming stories for sprints were all part of the efforts success and my leadership.
Results
An entire over haul of the native application’s interface and new feature set was completed in 120 days.
Shipped Product
Splash ScreenFeedSaved HomesProperty PhotosProperty PageLead FormProperty Location DetailsSchedule a viewing lead formProperty Page ContentProperty Specific ClimateRelative Market StatsProperty POIProperty InsightsProperty FeaturesClaimed PropertyClaim home flow startClaim home flow optionClaim home flow successMain Menu
There are 5M homes sold annually across the United States. At any given moment there are 1M properties for sale.
In 2009 the Real Estate industry began to shift by exposing Multiple Listing Data via the internet which was typically held close by Real Estate Agents.
Problem Statement
There are millions of people searching for homes on the internet. How do you attract qualified buyers to transact, on in most cases the largest transaction in most peoples lives, with professionals they have never met?
Demographic Focus / Persona
Defining a prospective homebuyer who searches the internet for active property listings.
Process
Gaining insight and understanding of what matters most to the user occurred through onsite and remote studies as well as surveys. We also “adopted” customers and followed them through the entire home buying process.
Outlining critical customer pain points along the home buying journey allowed for definitive understanding of how we can best help homebuyers.
What makes up a home buyer?
Answering these question are critical moments along the journey.
Concepts / Storyboards
Presenting the narrowed user group with story boards to gain early buy-in and validation proved extremely valuable.
One snippet of a series helping spousal collaboration before engaging with a Real Estate Agent.
Flow / Decisions
Outlining best practices and definitive ways for the Movoto product to ensure that user account creation is being done seamlessly to help drive user retention and engagement.
What are the entry and touch points for user account creation and focusing on retention.
Current State of the Product
Custom “hand-crafted” icons for a consistent experience.
Contributions
From conducting user studies, prototypes to pixel perfection mock-ups the Movoto consumer application is 100% of my work. While there are team members helping me learn from other product interests, the Movoto Real Estate App maintains a 4.4 star rating and proudly has a 22% retention rate at week 5.
My role a Sr. Designer at Movoto also allowed for me to define the responsive layout and photo centric hero grid that helps differentiate the Movoto experience as well as maintain the movoto-font for all contributors to access and use.
Internet leads come in droves and they are seen as poor quality; costing Real Estate Agents time and money.
Real Estate Agents also have little loyalty to a CRM / Sales solution that helps increase their close rate for better earnings.
Problem Statement
If Real Estate agents don’t like internet leads and they aren’t super committed to a CRM solution, is there are way to help agents receive more qualified internet leads by using a dedicated system?
Demographic Focus / Persona
Real Estate Agents that are looking to grow their book of business outside of traditional marketing methods.
Process
Defining how agents experience the process allowed for concise pain point discoveries.
Matching journey points across the client and agent side.
Solution
Movoto FastConnect was devised to keep agents in direct communication with clients. Early vetting and qualification was done by operations before a lead / referral was dispatched live via phone.
A 14 point notification system helped agents keep clients at the front of their daily activities to increase their close rate opportunities.
To increase usage of the application and drive agents to continue wanting Movoto leads, their close rate score had to maintain a high degree.
Decision chart defining the 14 point notification flow.
Informative overview poster for new agents to quickly grasp the FastConnect process.
Current State of the Product
Contributions
Responsibility of product owner at BETA stage and brought the hybrid app into a new fully native experience. 3500+ partner agents used this application to help track and account for $9M in revenue in 2015. Today, Movoto Real Estate Brokerage has adopted the application and is currently undergoing a rework to help provide for full service operations. All screens, posters, flows etc. come from my desk.
How do the elite like to browse luxury properties?
Recruit Holdings executives requested funded a moonshot effort focusing on the elite and their buyer representative.
Interviews were conducted during ride alongs with buyer reps.
Fact: Criteria is set by the wealthy investor and a representative is sent on an idividuals behalf to review, negotiate and submit a property offer. These representatives are not typically licensed agents, but trusted business savvy individuals.
This concept application was designed not only for the ultra rich, but also as eye candy for the average homebuyer.
Search by helipad, yacht dock, polo club, car club.. the list goes on.
