Modernizing a Property Platform

Customer retention from improved experience.

This property group provides a wide range of services supporting the valuation, management, promotion, purchase, and rental of real estate. Estate agents use 2 platforms to improve their conversion and efficiency and maximize the value of their property portfolios.

To support that, the property group was focused on strengthening two key areas - lettings management and marketing automation.

My key area of focus was to improve customer engagement for new features delivered on the platform and to also improve task management capabilities, with the goal of saving customers time on the platform and resulting in customer retention.

Patch fixing for over 5 years had meant that the user experience had deteriorated and customers were creating their workaround hacks to get the system to do what they wanted.

I conducted an in-depth heuristic evaluation of the high-traffic areas of the system that were most used by customers and had the poorest experience, causing the most pain, to see what could be addressed.

The outcome of this evaluation was a detailed scorecard of what was done well and what needed improving and how. I then created an annotated as-is user journey to flag all the issues and pain-points users have so that the team could have a better contextual understanding. This then led me to create improved user journeys with clearer interfaces that offered users a smooth task management flow.