My involvement began at the requirements stage, working closely with stakeholders to understand business objectives, technical constraints and success criteria. I led the UX process from early wireframing and user testing through to defining the art direction and delivering final visual designs and a comprehensive design system.
From the outset, I identified the need to clearly represent a customer’s end-to-end property transaction. This led to the concept of a timeline-based journey, designed to help users understand where they were in the process, what actions were required, and what was coming next. The timeline became the core navigation and interaction mechanic for the product.
By mapping how users entered the product and progressed through their property tasks, I was able to define the key functional areas required. Users were grouped into distinct journey types — such as buyers, vendors and landlords — and each journey was wireframed in detail.
These journeys were reviewed with business stakeholders to gather feedback, iterate on assumptions, and align on priorities before progressing to higher-fidelity prototypes.
Key journey prototypes were tested with representative user groups to validate that both business and user needs were being met. Testing provided valuable insight into usability, clarity and opportunities for additional functionality.
Customer feedback was overwhelmingly positive, with 4 out of 5 participants expressing greater than 90% positive sentiment towards the experience.
Creative directions were explored in an attempt to encapsulate the business aspirations as well as cater for user needs and retain overall usability while keeping the overall feel engaging.
Once a final design direction had been agreed with stakeholders, the final deliverable was a design system defining the palette, typography, grid system, core components and design patterns required to build the the product consistently.
The final designs were met with strong positive feedback from both business stakeholders and users, validating the journey-led approach and providing a solid foundation for ongoing product development.
