Key Information:

• Client: Homart

• Tags: UX Design, UI Design, User Research, Interactive Prototypes

• Tools: Figma, FigJam, Maze, Notion

• Team: Stakeholders, Front-end and Back-end Developers

Project Context:

Homart, a real estate startup, sought to digitize the property auction process. The goal was to develop an app that simplified and centralized all stages, incorporating features such as personalized profiles for buyers and sellers, notification management, and a Dutch bidding system.

The project is currently in the development phase, with a validated and approved design following a comprehensive UX process.

My Role:

As a Senior UX/UI Designer, I led the entire design cycle of the application, including:

• User Research: Conducted interviews and market analysis to identify buyer and seller needs.

• Definition and Conceptualization: Mapped functional flows and designed the information architecture for an intuitive experience.

• Wireframes and Prototypes: Designed low- and high-fidelity wireframes, validated through usability testing with key users.

• Cross-Department Collaboration: Worked closely with developers and stakeholders to ensure feasibility and alignment with business objectives.

Design and Development Process:

1. Initial Research and User Analysis:

   • User Interviews: Conducted interviews with 12 participants, including buyers, sellers, and real estate agents, identifying pain points such as lack of auction transparency and inefficient notification and payment handling.

   • Competitive Analysis: Studied existing auction and real estate platforms to pinpoint strengths and weaknesses in their user experience.

   • Key Insights:

     • Buyers need transparency in bidding processes and real-time notifications.

     • Sellers require a simple and efficient way to manage multiple properties and monitor auctions.

     • Both groups demand a clear and reliable payment experience without unnecessary steps.

2. Definition and Conceptualization:

   • Problem Mapping and Functionalities:

     • Defined key problems like lack of control in auction management and absence of critical alerts.

     • Prioritized functionalities:

       • Advanced property search with specific filters.

       • Differentiated user profiles for buyers and sellers.

       • Real-time Dutch bidding system with live updates.

       • Push notifications for key events (auction start, counteroffers, bidding closure).

       • Secure payment integration.

   • User Personas:

     • Persona 1: A young buyer seeking transparency and quick access to properties within a price range.

     • Persona 2: An experienced seller managing multiple properties who needs an efficient tool for asset management.

   • User Flows: Designed detailed flows for tasks like:

     • Registration and profile setup.

     • Property search and selection.

     • Bidding participation (initiation, tracking, closing).

     • Payment management after winning an auction.

3. Visual Design and Wireframes:

   • Low-Fidelity Wireframes:

     • Created basic structures in Figma to validate functionality and information organization.

     • Key screens included:

       • Homepage with featured properties and quick filters.

       • User dashboard with access to active and closed auctions.

       • Bidding screen with a countdown timer and real-time updates.

   • High-Fidelity Wireframes:

     • Designed clean, professional interfaces focusing on clear visual hierarchies.

     • Added interactive elements like buttons, progress bars for auctions, and personalized alerts.

     • Created interactive prototypes simulating full app functionality, allowing users to:

       • Perform advanced searches with dynamic filters.

       • Participate in a simulated auction to test bidding functionality.

       • Manage notifications and payment options.

4. Validation and Usability Testing:

   • Usability Tests: Conducted sessions with 10 users representing defined personas.

     • Feedback gathered on:

       • Clarity of steps for participating in an auction.

       • Ease of use and organization of search filters.

       • Presentation of data on bidding and tracking screens.

   • Feedback-Based Iterations:

     • Adjusted button sizes and positions for better accessibility.

     • Redesigned push notifications to ensure clarity and actionability.

     • Simplified the payment flow by reducing unnecessary steps.

Results and Current Status:

The design is fully validated and approved, currently in the development phase. Key features that distinguish the app include:

• Advanced Search: Enables users to easily find properties using customizable filters.

• Real-Time Bidding: A Dutch bidding system providing transparency and control for buyers and sellers.

• Efficient Management: Tools to manage properties and notifications in one place.

• Secure Payment Process: An optimized payment flow ensuring trust and speed in transactions.