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With rapid growth in housing inventory, there's a need to address user experience to optimize occupancy rates. A design audit identified key areas for improvement, prompting a workshop with executive, growth, and engineering teams to prioritize high-impact projects. The primary business goal is to reduce vacancy rates to maximize profitability. Two major areas of focus were identified: improving the tenant experience in booking viewings and converting these bookings, with a site rebuild deemed essential for achieving these objectives efficiently.
I examined the tenant journey across both digital and physical spaces, especially given the increase in housing options. We noted that although cost and location were top priorities for tenants, those who viewed our "how it works" page were more likely to convert, emphasizing the need for a clear and engaging brand. We prioritized feature development with a mobile-first approach to meet tenants' on-the-go needs, setting the stage for a future transition to a comprehensive mobile app.
I closely examined the tenant flow and information architecture to identify conversion opportunities, reduce drop-offs, and find upsell points. Collaborating with the head of growth, Annie, and our interns, we gathered insights to enhance the UX at every stage and drive business growth.
To manage inventory efficiently, we designed solutions that align with limited availability and optimize operations for smoother coordination with the team. For showings, we prioritized creating the best experience even when no specific search is conducted. On the bookings side, we streamlined the form to be as brief as possible, enhancing user flow while integrating cross-selling opportunities for additional rooms. The initial screen was designed to support cross-room navigation and simplify the booking process by reducing required information and selections.
We prioritized developing a new brand that conveys fun, convenience, and trustworthiness, essential for building credibility in the rental market, especially with users coming from Craigslist. Establishing a consistent brand and user-friendly site reinforced trust and reliability, which are key factors in attracting and retaining renters.
Conversion rate on book-a-showing MOM
# of showing booked / users
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