FRIDA
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Timeline
Role
Aug 2022 - Jul 2023
UX/UI Designer
Frida is a real estate platform for agents, who are constantly changing and growing, which means that keeping track of all of their clients, leads, and activities is a challenge.
Frida manages this by providing them an easy-to-use interface that allows them to quickly track their activity,
and focus on what matters most:
selling houses, not
managing their calendars.
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PROBLEM
STATEMENT
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How can we improve the real estate agents' experience, allowing them to better monitor and assess their progress and prioritize tasks more effectively?
Real estate agents are increasingly feeling the strain of having to manage numerous clients, leads, properties and activities.
This is resulting in less time being available to focus on the actual sales process, leading to less productivity and efficiency. It's becoming increasingly difficult for them to stay on top of everything and to prioritize which tasks need to be completed first.
As a result, their sales process is suffering, which can have a detrimental effect on their bottom line.
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PROJECT GOALS
These goals provide insight into the success of the project, helping to identify areas where improvement is needed.
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Identifying the objectives that will help us reach our desired outcomes.
MY RESPONSIBILITIES
1. Conduct user research to understand user needs and expectations
2. Create wireframes and mockups to convey design ideas
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3. Develop an interactive prototype to test user experience
4. Create user interface elements and assets
5. Design visual elements such as color, layout, typography and iconography
6. Develop the look and feel of the platform to ensure user satisfaction
7. Integrate feedback from stakeholders
8. Prepare and present design deliverables to stakeholders
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Optimize lead conversion and management: Help agents to efficiently track leads and manage customer data to increase lead conversions.
Streamline workflow: Enable agents to quickly and easily complete tasks and follow up with clients with automated reminders and notifications.
Enhance customer experience: Help agents to provide a better customer experience by creating personalized strategies for their clients.
Improve organization: Allow agents to categorize and store customer information, properties, leads, and activities for better organization and faster retrieval.
Increase sales: Enable agents to increase sales by providing detailed insights and analytics on customer data.
Create a competitive edge: Help agents to stand out from the competition by providing access to innovative tools and features.
DESIGN PROCESS
We wanted to understand the goals, needs, and pain points of real estate agents regarding how to manage their activities more efficiently.
To gain insight into what they require to do this, we conducted focused surveys asking questions about the tools they use, the issues they face, and ideas for improvement.
We analyzed the answers, looking for overall trends and specific insights, and grouped them by types of needs (e.g., technology, marketing, training, social), the source of the pain points (e.g., lack of resources, competition, difficulty finding clients), and the types of goals (e.g., increasing sales, expanding into new markets, improving customer service).
Finally, the team conducted customer interviews with agents in order to better understand user needs and their opinions about existing solutions.
COMPETITIVE AUDIT
The insights gained from the competitive audit provided a comprehensive understanding of the digital tool landscape. This allowed us to identify potential opportunities for improvement, competitive advantages, and customer preferences and satisfaction.
In addition, we were able to gain a greater understanding of the competitive landscape and identify potential partnerships or collaborations.
KEY FINDINGS FROM THE SURVEY AND INTERVIEWS
GOALS
Increase sales volume and profit margins.
Stay up to date with market trends and real estate regulations.
Build and maintain a positive reputation in the real estate industry.
Develop an effective marketing strategy.
Develop a network of contacts.
PAIN POINTS
Difficulty managing multiple listings.
Difficulty staying organized.
Time consuming paperwork.
Difficulty staying up to date with market trends and regulations.
Difficulty tracking leads.
Difficulty staying in touch with clients.
NEEDS
Automated systems to manage listings and paperwork.
Easy-to-use tools for tracking leads.
Access to timely market data and regulations.
Reliable customer relationship management software.
Effective marketing solutions.
Networking opportunities.
DASHBOARD BEFORE AND AFTER
EARLY DIGITAL WIREFRAME
The early digital wireframe of a dashboard is including basic elements such as boxes, labels, and lines to indicate different areas of the dashboard. It also contains a variety of charts and graphs to display data, as well as basic buttons to enable users to interact with the dashboard.
NEW MOCKUP
The new wireframe of a dashboard includes modern elements such as icons, dropdown menus, and interactive elements. There is a navigation bar to allow users to switch between the different sections of the dashboard. The dashboard contains interactive charts and graphs, as well as interactive elements such as sliders and toggle buttons. There are also more customization options to allow users to customize the dashboard to their needs.
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CREATE A NEW PROPERTY
KPI's
These KPI's are essential for measuring the success of the project, as they provide key insights into performance, progress and success.
They are invaluable for assessing the effectiveness of strategies and helping to identify areas for improvement.
User feedback: Surveying users to gauge the success of the app in meeting their needs and expectations.
Engagement metrics: Measuring how often users open the app and use its features, as well as how long they spend on each task.
Conversion rates: Tracking the number of users who complete certain tasks within the app, such as searching for a property or making a purchase.
User retention: Monitoring how many users return to the app on a regular basis.
Referrals: Tracking how often users share the app with others.
Revenue: Measuring how much money the app generates from sales or other transactions.
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RECOMMENDED NEXT STEPS
I suggest the following steps to help the project move forward and achieve its goals in a timely manner, ensuring that the project remains on track and continues to be successful.
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Conduct usability tests to ensure that the product meets user expectations and that all features are intuitive and easy to use.
Create detailed documentation to help agents understand how to use the platform.
Monitor user feedback to identify areas where the platform can be improved.
Measure the success of the product against set KPIs.
