With Canupa, I worked as a UX Designer, focusing on optimizing the user experience across multiple platforms. My role went beyond mere aesthetics; it was about crafting an intuitive and efficient journey tailored to both property seekers and existing owners. To do this, I dissected our main brand into three distinct sub-brands: a Mobile App, a Web App, and a Website.
In the Mobile App, I emphasized quick and accessible functionalities, enabling users to manage their properties and explore listings with ease, even while on the move. The Web App, on the other hand, offered a more comprehensive toolkit for those diving deep into the intricacies of property management. Last but not least, the Website served as Canupa's digital storefront, encapsulating the full spectrum of our offerings.
The core of my work was to demystify the often complicated world of real estate, streamlining the experience so that users could effortlessly navigate the market. Lets dive in!
Competitive Analysis for Canupa in the U.S. Real Estate Market
Competitor | Strengths | Weaknesses | Opportunities | Threats |
Zillow | - Market leader with 234M unique users/month
- Diverse revenue streams
- Strong brand recognition | - Shutdown of iBuyer division
- Reliance on Zestimate, which has accuracy issues | - Expansion into new markets
- Acquisitions | - Regulatory changes
- Market saturation |
Redfin | - 44M visits/month
- Low commission rates
- Real estate brokerage | - Limited services<br>- Available in limited states | - Expansion of iBuyer division<br>- Technology adoption | - High operational costs
- Competition from traditional brokerages |
Realtor.com | - Pioneer in online listings
- 150M visits/month | - Acquired by News Corp, which may limit innovation | - Growth in heated real estate market
- Editorial expansion | - Aging platform
- Competition from newer platforms |
Apartments.com | - 1.1M listings
- Strong marketing campaigns | - Focuses only on rentals | - Expansion into home sales
- Technology adoption | - Competition from Zillow and Redfin |
Trulia | - 57M visits/month
- Acquired by Zillow | - Limited innovation post-acquisition | - Leverage Zillow's resources
- Expansion into new markets | - Brand dilution
- Competition from parent company |
Compass | - Leading real estate brokerage
- $6.42B revenue in 2021 | - High reliance on agents | - Technology adoption
- Expansion into new markets | - High operational costs
- Regulatory scrutiny |
Homes.com | - Diverse listings
- 10.5M visits/month | - Acquired by CoStar, may limit innovation | - Expansion into new markets
- Technology adoption | - Competition from Zillow and Redfin |
ApartmentGuide.com | - Focus on rentals
- 10M visits/month | - Acquired by Redfin, may limit innovation | - Expansion into home sales
- Leverage Redfin's resources | - Competition from Apartments.com |
Opendoor | - Leading iBuyer platform
- $8B revenue in 2021 | - Limited to certain parameters for buying homes | - Expansion into new markets
- Technology adoption | - Competition from RedfinNow and Offerpad |
HomeSnap | - Unique MLS data access
- 4.5M visits/month | - Acquired by CoStar, may limit innovation | - Expansion into new markets
- Technology adoption | - Competition from Zillow and Redfin |
Key Takeaways
- Diversification is Crucial: Zillow's diverse business lines have made it resilient, despite setbacks in some areas.
- Technology is a Game-Changer: Companies like Redfin and Compass are leveraging technology to offer unique services and lower costs.
- Acquisitions Can Be Double-Edged: While acquisitions provide resources and market share, they can also stifle innovation, as seen with Trulia and Realtor.com.
User Persona Table
Attribute | Rachel Cohen | Marcus Washington | Oliver Williams (British-American) |
Age | 40 | 29 | 35 |
Occupation | Real Estate Agent | Software Developer | Marketing Manager |
Platform Preference | Web App | Mobile App | Website |
Pain Points | - Overwhelmed by numerous features
- Needs more tutorial content | - Lack of personalized recommendations
- Wants quicker load times | - Confused about where to start
- Wants a more intuitive search function |
Preferred Features | - Beginner's Guide
- Simplified Dashboard | - AI-driven recommendations
- Faster load times | - Interactive Tutorial
- Intuitive Search |
Recommendations Based on Personas
Rachel Cohen: As she primarily uses the Web App, we could introduce a "Beginner's Guide" to help her navigate the platform's comprehensive toolkit.
Marcus Washington: Given his preference for the Mobile App, implementing AI-driven recommendations would significantly enhance his user experience.
Oliver Williams: For Oliver, who mainly uses the Website, an interactive tutorial could help him understand where to start and how to make the most of Canupa's offerings.
Research Methodology
I initiated a user research study focusing on a cluster of participants that align with our target audience. The study employed a mixed-method approach, combining qualitative and quantitative data gathered through online surveys. The criteria for participant selection were tailored to meet the project goals, emphasizing age, occupation, and platform preference.
Survey Questions
- How often do you use your Real Estate App's platforms (Mobile App, Web App, Website)?
- What features do you find most useful?
- What challenges or pain points have you experienced while using your Real Estate App?
- What additional features or improvements would you like to see?
- How would you rate your overall experience with your Real Estate App?
Key Findings
Frequency of Use:
- Mobile App: 70% use it daily
- Web App: 50% use it weekly
- Website: 30% are first-time users
Most Useful Features:
- Mobile App: Quick Search (60%)
- Web App: Property Management Tools (45%)
- Website: Listings Overview (40%)
Pain Points:
- Mobile App: Lack of Personalization (55%)
- Web App: Complexity (40%)
- Website: Lack of Guidance (35%)
Desired Improvements:
- Mobile App: AI-driven Recommendations (65%)
- Web App: Simplified User Interface (50%)
- Website: Interactive Tutorials (45%)
At Canupa, my role as a UX Designer was multi-faceted, extending beyond mere aesthetics to crafting an intuitive and efficient journey tailored to both property seekers and existing owners. The focus was on optimizing the user experience across our three platforms: Mobile App, Web App, and Website.
Problem Statement
The real estate market is saturated with platforms that either focus too much on listings or on property management, leaving a gap for a comprehensive solution that caters to both audiences effectively.
Step 2: User Research
I initiated a user research study on a cluster of participants, employing tailored criteria that aligned with the project goals via surveys. The comprehensive findings report emphasized the significance of the gathered data, which served as the cornerstone for future design and development efforts.
Ideation
Based on the research findings, the ideation phase involved brainstorming sessions to come up with features that would address the identified pain points. For instance, AI-driven recommendations were considered for the Mobile App, while a simplified user interface was discussed for the Web App.
Design
The design phase was informed by the user personas and research findings. Wireframes were created for each platform, focusing on ease of use and intuitive navigation. The Mobile App was designed for quick and accessible functionalities, the Web App for a comprehensive toolkit, and the Website as Canupa's digital storefront.
Implementation
The development team worked in sprints, allowing for iterative testing and improvements. Features like AI-driven recommendations in the Mobile App and a simplified user interface in the Web App were implemented.
Conclusion
The end result was a set of platforms that not only met but exceeded user expectations. The Mobile App became known for its quick and personalized experience, the Web App for its comprehensive yet user-friendly toolkit, and the Website for its intuitive design and ease of use.
Would you like to move on to the next phase, which could be brand strategy or something else? 📘📈
