• My Role: UX Researcher
• Team Size: 10 person
• Completion Date: Dec 2020
• Duration: 1 month
• Status: Released

Non-disclosure agreement

Due to my NDA, I have avoided providing detailed information

The Objective

Enable individual real estate agents to purchase additional post quotas directly from their agency’s dashboard, allowing them to post more listings under the company’s branding while using their own funds.

The Impact

Two weeks after the release, purchases by individual agents increased by 34%, surpassing our initial goal of 30%.

Also, This feature led to steady income growth in this segment over the following years.

Context

On the Divar platform’s real estate vertical, suppliers can list properties for rent or sale, and buyers can contact or chat with them directly. Suppliers fall into two main groups:

• Real Estate Agencies: Companies posting properties as part of their business operations.
• Individual Sellers: Regular individuals selling or renting properties independently without an agent.

One of Divar’s main products in this vertical is a specialized dashboard designed for real estate agencies, offering professional features. Each real estate company can register, submit company documents, and receive a dedicated panel branded with its name and logo, enabling them to post rental and sale listings.

Challenge

Before November 2020, this dashboard was only accessible to legal entities. Individual real estate agents could use the company’s purchased credits to post listings under the company’s branding but couldn’t invest their own money to post additional listings. Some agents wanted to invest personally to post more frequently, increasing their chances of closing deals and earning higher commissions.

To address this need, we designed a feature allowing agents to purchase extra ad quotas using their own funds while maintaining the company’s branding and logo. Due to the complexity of this user flow, it was essential to evaluate the feature thoroughly before releasing it to over one million users.

Research Questions

• Do users understand what this new feature offers?
• Is the new feature usable and intuitive for real estate agents?

Research Plan

Usability Test

• Conducted task-based usability testing to assess how easily users could understand and navigate the new flow and to identify any pain points.
• Developed comprehensive test scenarios in collaboration with the designer.
• Remote Testing Adaptation
  Due to the pandemic and remote work conditions, I conducted all usability tests remotely via Skype and Google Meet.

First Prototype Link

Task Success Rate (Critical Task): 16%

Findings:

• Agents were completely confused about how to register posts using their own funds.
• Difficulty distinguishing between personal posts and those posted under the real estate agency’s branding.
• Changes made in the flow were unclear to users throughout the process.

Analysis:

• Identified significant usability issues that prevented agents from completing the primary action of listing posts—a critical function on Divar.

Modifications Based on the First Test:

• Collaborated with the designer to address the identified issues.
• Redesigned key aspects of the user flow to improve clarity and usability by the designer.
• Adjusted specific elements in Task 3 based on the usability test report by the designer.

Second Prototype Link

Task Success Rate (Critical Task): 100%

Findings:

Agents could easily navigate the flow and register post using their own funds.

The confusion present in the first prototype was resolved.

Some agents were still unaware that they could advertise under the real estate agency’s name using their personal ad quotas.

Outcome:

Validated the improved design, ensuring it met user needs without introducing delays to the development schedule.

Modifications in prototype based on usability report

Results and Impact

• Increase in Additional Ad Quota Purchases: Two weeks after the release, purchases by individual agents increased by 34%, surpassing our initial goal of 30%.
• Sustained Revenue Growth: This feature led to steady income growth in this segment over the following years.

Key Learnings and Skills Demonstrated

• User-Centered Research:
  • Effectively implemented task-based usability testing to uncover critical usability issues.
  • Prioritized testing with high-impact personas to maximize insights within time constraints.
• Problem-Solving Under Time Constraints:
  • Managed the research process efficiently, conducting two rounds of testing within the timeframe allocated for one.
  • Demonstrated the ability to adapt quickly and deliver actionable insights promptly.
• Collaboration and Communication:
  • Worked closely with the designer to develop test scenarios and iterate on the prototype.
  • Communicated findings clearly to the team, facilitating swift decision-making and improvements.
• Remote Testing Proficiency:
  • Successfully conducted remote usability tests during the pandemic, ensuring research continuity despite challenges.
• Impactful Results:
  • Directly contributed to a significant increase in revenue and user engagement through informed design improvements.