Diary study: homeowner experience
Overview As the sole researcher for Redfin's sell-side product experiences, I drive all foundational and exploratory research, including this extensive study of what homeowners experience during their buying and selling experience. Collaborators
Background While Redfin had invested a lot in understanding and optimizing the buying experience, very little foundational research was been done on what the buy-to-sell experience is like for homeowners, and what they need from real estate companies. Research goals Better understand the mindsets, needs, pain points, motivations and current experiences of homeowners who have the potential to buy and sell with Redfin, as well as identify opportunities for Redfin to capture more buy-to-sell business in the future. Method Diary study over a 2-week period, using both daily diaries and "blog posts". Participants also completed follow-up interviews. Outcome Findings from this study prompted the sell product team to re-evaluate priorities for their 2022 roadmap and consider a new way to segment potential customers. |
Why finding a real estate agent is like online dating
Overview
In an effort engage more customers with Redfin agent profiles, I worked with our sellside growth team on a competitive study of the agent profile experience. Along the way, we learned that customers approach searching for an agent much like people do when using dating apps to find a romantic partner.
Collaborators
- Product management
- Design
Background
I worked with the team to collect feedback from agents about their Redfin profiles, as well as to understand how homeowners look for and evaluate agents across multiple sites, including Redfin
Research goals
- Learn what agents hope the agent profile will help them accomplish, and what current issues stand in the way of those goals.
- Understand what information sellers are looking for when choosing an agent.
Method
We ran a 2-part study consisting of semi-structured interviews with agents and structured interviews with homeowners who plan to sell.
Outcome
As when looking for a romantic relationship, when selling your home, the stakes are high if the match isn’t a good one. As a result of this finding, design took a much more connection-focused approach to design improvements for the agent profile. Our search team also used the findings to inform their roadmap for regional agent searches.