Changing how people buy real estate


The primary goal is to offer a secure, and transparent home browsing and buying experience for home buyers, investors and real professionals. Other considerations are to provide a more customized search while reducing checkout friction. Ultimately, it was about fostering trust in the brand, as users find and secure their desired property.


Site was built on ancient platform, and there was ongoing scope creep in a heavy waterfall process. UX/Product/Dev remote teams scattered across three continents. User research with home buyers and agents revealed confusion about site offerings, lack of neighborhood stats, and ambigiuty with online / offline home purchase processes. Analytic reports showed high fallout rates during checkout.


Process: Introduced a more User-Centered Design approach that imvolved the entire team earlier in the process. Adopted a more 'Lean UX' process better iterate and roll out enhancementsin shorter sprint cycles. Design: Removed legal speedbumps and allow bidding earlier on a property to streamline the browse/ buy flow. Improved guidance with a more contextual "concierge-type" Help strategy. Introduced location-aware features such as ability to route directions from a property.

Project Details

Client: Internal Stakeholders

Launched April 2015

View SiteHubzu.com

IMPACTS: Bids increased 84% with a 100% increase on mobile and 56% on tablet. Conversion increased 6% on desktop 9% on mobile and 4% on tablets with the first 2 months of launch.
ROLE: UX Manager of 6-person UX/Research/Designteam working in collaboration Product, Content, Marketing, Technology.

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