Relevant 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 startup in the real estate sector, identified an opportunity in digitalising the property auction process. The aim was to develop an app that simplified and centralised all stages of the process, from property search to payment finalisation, incorporating features like personalised profiles for buyers and sellers, notification management, and a Dutch auction system.

The project is 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:

1. User Research: I identified the needs of buyers and sellers through interviews and market analysis.

2. Definition and Conceptualisation: I mapped functional flows and designed the information architecture to ensure an intuitive experience.

3. Wireframes and Prototypes: I created low and high-fidelity wireframes, validating them through usability testing with key users.

4. Interdepartmental Collaboration: I worked closely with developers and stakeholders to ensure feasibility and alignment of the design with business goals.

Design and Development Process

1. Initial Research and User Analysis

The project began with extensive research to understand the needs of target users (buyers and sellers) and the specific challenges in the real estate market:

• Key User Interviews:

  • I conducted interviews with 12 participants divided among buyers, sellers, and real estate agents.

  • I identified friction points in the current process, such as a lack of transparency in auctions and inefficient handling of notifications and payments.

• Competitive Analysis:

  • I studied existing auction apps and real estate platforms to identify strengths and weaknesses in their user experiences.

• Key Insights:

  • For Buyers: They want transparency in the bidding process and real-time notifications to not miss opportunities.

  • For Sellers: They need a simple and efficient way to manage multiple properties and monitor the progress of their auctions.

  • For Both: The payment experience must be clear and reliable, without redundant or complicated steps.

2. Definition and Conceptualisation

Based on the insights obtained, I worked on structuring the app and prioritising features:

• Problem and Feature Mapping:

  • Key issues such as lack of control in auction management and the absence of alerts at critical moments were defined.

  • Main features included:

    • Advanced property search with specific filters (location, price, property type).

    • User profiles management differentiated for buyers and sellers.

    • Dutch auction system with real-time visualisation.

    • Push notifications to alert users about important changes (auction start, counter-offers, bid closing).

    • Secure payment integration.

• User Personas Creation:

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

  • Persona 2: Experienced seller with multiple properties, needing an efficient tool to manage their assets.

• User Flows:

  • I designed detailed flows for key tasks, such as:

    • Registration and profile setup.

    • Property search and selection.

    • Participating in an auction (start, tracking, closing).

    • Managing payments after winning an auction.

3. Visual Design and Wireframes

With validated flows, I moved on to visual design and creating interactive prototypes:

• Low-Fidelity Wireframes:

  • I designed basic structures in Figma to validate the functionality and information organisation.

  • I included screens such as:

    • Homepage with featured properties and quick filters.

    • User dashboard with access to active and completed auctions.

    • Bidding screen with countdown and real-time updates.

• High-Fidelity Wireframes:

  • Once the initial wireframes were validated, I created high-fidelity designs that included:

    • Clean and Professional Design: Prioritised visual clarity, with a focus on well-defined hierarchies.

    • Interactive Elements: Buttons, auction progress bars, and customised alerts to enhance the user experience.

  • Interactive Prototypes: Simulated the entire app flow, allowing users to:

    • Perform advanced searches with dynamic filters.

    • Participate in a simulated auction to test the bidding functionality.

    • Manage notifications and payment options.

4. Validation and Usability Testing

Before finalising the design, I validated the experience with real users:

• Usability Testing:

  • I conducted test sessions with 10 users representing the defined profiles.

  • I gathered feedback on:

    • The clarity of steps for participating in an auction.

    • The organisation and ease of use of search filters.

    • The data presentation on bidding and tracking screens.

• Feedback-Based Iterations:

  • I adjusted elements like:

    • Size and position of key buttons to improve accessibility.

    • Design of push notifications to ensure they are clear and actionable.

    • Simplification of the payment flow, reducing unnecessary steps.

Results and Current Status

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

1. Advanced Search: Allows users to find properties easily through customisable filters.

2. Real-Time Bidding: A Dutch auction system that provides transparency and control for both buyers and sellers.

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

4. Secure Payment Process: An optimised payment flow ensuring trust and speed in transactions.