Digital Signing
Elevating efficiency with Digital Signing.
Achieved a 60% reduction in process steps.
Unraveling
Analog Constraints
Intro & Challenge
Allmyhomes, a tech-driven real estate company, streamlines sales for developers and property searches for buyers with its digital Marketplace. Tasked with replacing our outdated, paper-based reservation system, we targeted a shift to digital solution to cut down on slow, error-prone tasks and boost transparency. Our aim was to integrate a digital signing solution into our platform within a quarter.
My role
As a Senior UX Designer, my role was multifaceted, focusing on enhancing user experience through digital solutions, ensuring legal compliance, and refining UX copy. Collaborating with the Product Manager, Tech Lead, and stakeholders from Sales, Legal, and Marketing, I conducted user research, created wireframes, and designed the UI. This collaboration ensured our digital signing solution aligned with our brand, maintained corporate identity, and provided a seamless user flow and experience.
Timeframe
Digging Deeper for
Digital Excellence
Discover
Engaging with both internal and external stakeholders, including sales coordinators, qualification, and real estate agents, allowed me to collect important insights. I also revisited feedback from users that I had collected in earlier user research.
Furthermore, the PM and I delved into the legal requirements for a valid digital signature. Additionally, we had to consider to what extent our existing software solution for coordinating reservation agreements could be used or expanded with a digital reservation solution.
Insights
Single tasks for prospective buyers to sign a reservation agreement.
Time Use
Different media usage often prolonged reservation agreement finalization to weeks.
Transparency
Analog methods reduced clarity for involved users and stakeholders and extended reservation times.
/100
System Usability Scale - Score of the Reservation Management app.
113
s
Average time to perform a single task in the Reservation Management app.
Scalability
The analog reservation process was hard to scale, and was limiting business growth.
Findings from qualitative interviews with allmyhomes prospects and prospective buyers on the topic of Reservation to validate our hypothesis.
Hypothesis 1
Hypothesis 2
Hypothesis 3
Part of the user journey
Main reasons for the cancellation of the Reservation were:
- Problems with financing (cancellation by the bank)
- Buyer Unit Match
- Cancellations by the Developer
Using the SIPOC method the product manager and I documented each user's and stakeholder's processes. Our aim was to understand the steps and time needed to finalize the reservation agreement, highlighting where digitization could streamline this.
There were a total of 26 tasks operated for a legally valid reservation, from the reservation's creation until it was signed by allmyhomes with 5 different stakeholders involved. The signature process for buyers itself needed around 10 single steps.
SIPOC Analysis
Reservation Data
Main reasons for the cancellation of the Reservation were:
- Problems with financing (cancellation by the bank)
- Buyer Unit Match
- Cancellations by the Developer
54.5 days
67.8%
72.6%
55.4%
I analyzed the existing web app for managing reservations (AMP)and obtained both qualitative and quantitative feedback from involved stakeholders, among other things, I also conducted a SUS test. Due to additional technical problems that later arose, it appeared that we had to recreate this internal software as well.
38s
Avg. time to log in
11s
Avg. time to save
38/100
7s
Avg. time to load a list
113s
Avg. time for a task
Recommendations
Crafting Cornerstones
of Digital Signing
Design & Ideation
I researched aspects like white-labeling, GDPR, user experience, and cost, creating an evaluation sheet to assess digital signing providers. Following detailed webinars with our top choices, the Tech Lead, Product Manager, and I presented our preferred option to C-Level executives, gaining their approval. At the same time, I designed wireframes for the new reservation management app and tested them with the Sales Coordination team and other stakeholders.
Digital Signing
Comes to Life
Deliver
Implementing the new digital signing solution involved refining text and UX copy to align with our corporate identity, especially within emails from the provider. I also designed landing pages for success messages and legal document access for prospective buyers. Based on stakeholder feedback, I completed the first and second iterations of UI design for the Reservation Management app, and conducted new usability tests after the implementation.
Marking Milestones
in Digital Efficiency
Outcomes
The new digital solution greatly streamlined the reservation process, achieving a 72% customer satisfaction rate and reducing manual efforts by 60%. Moreover, the revamped Reservation Management App significantly enhanced usability, boosting the SUS score by 123%. For three years, this digital agreement has been key to allmyhomes, supporting the Sales Coordiantion team in tracking project sales efficiently.
Time Use, Transparency & Scalability
The new signing solution streamlined the reservation process, enhancing clarity, scalability, and user satisfaction.
Reduction in single tasks required for prospective buyers to sign a Reservation Agreement.
Increase in valid Reservation Agreements during our set time period.
Improvement of the SUScore for the new internal Reservation Management software.
System Usability Scale - Score for the new Reservation Management software.
Reflecting on
Digital Evolution
Next Steps
In the weeks ahead, we needed to integrate the numerous new events, gained from digitizing the signing process, into all related software systems.
Learnings
The project showcased the benefits of moving from analog to digital signing, improving efficiency, user experience, and stakeholder engagement. By digitizing processes, we enhanced transparency and trust and laid the groundwork for future software enhancements. I was very pleased that we could achieve everything within the planned timeframe.
Chief Product Officer, allmyhomes (2023)