Improving conversion with Heuristic Evaluation
UX Research project to evaluate a real estate platform usability, aiming to improve conversion rates and increase users migrating from free to paid features.
Overview
Deal Connect is the real estate investing platform where real estate wholesalers list their off-market properties & real estate investors get notified about quality current off-market properties under contract.
The project encompassed planning an optimization strategy through user testing, competitor analysis, user interviews, data analysis, and heuristic evaluations to increase conversion and improve brand image. I also provided recommendations to determine the most convenient features for the current mobile app, find motivations, and provide the right features to solve the users' problems and needs.
Stakeholders
Kevin Martin - Founder of DealConnect
Tools
Figma
Miro
Maze
BrowserStack
The challenges
Determine the most convenient features for a mobile app that provides real estate professionals access to off-market properties under contract by wholesalers.
Find what motivates them to use the platform, whether wholesaling, investing, or flipping properties, providing the right features to solve their problems and needs.
Give recommendations for low - and high-fidelity prototypes and app development.
My Impact
Helped the founder and business partners to enhance the user experience which represented less churn rates.
Helped the business increase the number of users migrating from free to paid features.
Provided an improved user flow with usability recommendations, which helped engagement rates.
Insights extracted from the interviews helped craft the user persona and journey and understand what the target was looking for.
“It is very important for me to have accurate data about the property and offer a differential service to the homeowner.”
“Streamlining my process will save my business thousands of dollars.”
It’s easy to find a buyer if you have a good deal!
“I don’t want to feel alone in the business.”
“I use many tools, and having it all in one place will be better...”
“One click on a button, monthly price, will be easier for my business...
