Marketplace
Redesign
Simpler and clearer for a powerful first impression.
Boosted sign-ups by 35.4% and clarified user expectations.
Tech-Driven
Real Estate Solutions
Intro
Allmyhomes is a technology-driven real estate company that provides digital solutions for real estate developers. The allmyhomes Marketplace optimizes the sales process with marketing and data analytics tools for these real estate developers while providing an easy-to-use platform for prospective buyers to search, find and buy properties.
€ 1.4 billion
In sales since 2017
+55% CAGR
2018-2021
€ 40M+
VC investment
My role
I led the Marketplace redesign to address user disconnect and improve the overall experience, ultimately boosting engagement.
I managed UX research, co-led ideation workshops with UX designers, and set up a prototype for testing, which was continuously maintained. Collaborating with Brand & Marketing to optimized messaging and content.
I worked closely with frontend developers to ensure the implementation of new media elements did not impact loading times of the marketplace.
The redesign was implemented step by step from February to June 2023.
Identifying the Crux
of User Disconnect
Discover
The allmyhomes Marketplace, faced challenges after a brand shift. The new messaging, user approach, and some overall look and feel were changed without comprehensive user testing. This approach lacked user orientation, led to negative user feedback as well as concerns by stakeholders.
I derived facts from research activities such as interviews, A/B tests, and guerrilla tests. From these facts, insights were formulated, which then formed the basis for creating recommendations.
Insights from facts
Trust & Clarity
Unclearness and distrust about offerings, message, and purpose.
Higher academic titles among allmyhomes buyers than in the German population.
Average age of real estate buyers at allmyhomes.
Transparency
Uncertainty about business' role and buying process due to unclear communication.
Strategy
Concept as personal property coach lacked clarity - online and in interactions.
30.16
%
Of allmyhomes' properties are more expensive on avg. than in German metropolises.
Usability tests and user interviews showed mixed reactions to the site's header images and messages. Some users found the images inappropriate and messages vague, leading to confusion about the site's purpose (buying vs. renting), resembling Airbnb confusion. These issues caused trust problems.
Evaluation of buyer data shows a clearer picture of a higher level of academic qualifications (compared to the average population) and a slightly higher average age of real estate buyers at allmyhomes. This presents a somewhat different image than what was addressed in the branding.
Customers according to academic title
Customers according to age range
Customers according to gender
Customers according to family situation
Customers according to usage
The evaluation of over 500 real estate purchases at allmyhomes shows that the average purchase price is significantly higher than in German metropolitan areas, partly due to new development projects and offers positioned in the higher standard range.
735.745 €
Avg. purchase price
10.167 €
Avg. Price/sqm
30.16%
2.41
Avg. Rooms
72.37
Avg. Apt Size (sqm)
Recommendations
Concept to Reality -
Executing the Vision
Design & Deliver
Refining the Hero Area's messaging to highlight allmyhomes' services and reducing the primary color usage enhances the visibility of the main CTA and property visuals.
This approach sets clear expectations about the offerings and the high-end properties available, making the homepage more intuitive. It ensures the platform mirrors the quality it represents, fostering trust and transparency with users.
Marking Milestones
in Digital Efficiency
Outcomes
Enhancements in clarity and transparency have improved user feedback, with a 35.40% increase in sign-ups and a 29.06% rise in daily sign-up averages from January to September 2023 versus 2022.
Property search usage on Desktop and Mobile soared by 104.63% and 197.28%, respectively, while contact option use surged by 163.10%.
YOY Increase in the total number of sign-ups.
Trust & Clarity, Transparency
Users mentioned that the redesign looks professional and well-organized, with the video making a strong, trustworthy impression.
Increase of usage of contact option.
Increase of search button usage on Desktop.
Increase of search button usage on Mobile.
Lessons, Failures,
and Future Directions
Next Steps
- Eliminate the informal "du" form, for a professional tone and consistency.
- Streamline the search bar for enhanced user simplicity and efficiency.
- Redesign the process description to better guide users through their journey.
- Incorporate an Upcoming Projects newsletter to engage potential leads early.
- Finally, overhaul the footer for improved accessibility and better SERP ranking.
Learnings
The project again underlines the importance of user testing for designs, and the critical role of ongoing user feedback, iterative design, and brand alignment for platform success.
Head of Product, allmyhomes (2023)