The team and I remotely collaborated on Miro in real time to brainstorm ideas, vote and give feedback on how we could build a best in class product. This was especially useful during ideation for branding, our core experience upgrades and how to bolster our strengths in contrast with competitors.

I received majority approval from stakeholders for wireframes that would improve user experience by a large scale. Comment boxes allowed me to comb through everyone’s feedback.

Dashboard

A recurring point that kept being brought up in our feedback loops was the ability to see all relevant information/data at a glance upon login. Many users were logging in and clicking around randomly.

Our first dashboard iteration was strictly functional but created confusion among users who needed more visual cue or graphic information. KPIs were also scarce so many users reported not knowing whether the platform was keeping track of their tenants’ rent reporting properly.

I designed a more visual dashboard that would update monthly and act as a home page “portfolio health” update for prospective landlords. The idea was to have the most urgent or important KPIs appear if they needed to be addressed and rotate out on completion or viewing.

The feedback we received after several months of releasing this design into production was that landlord navigation was still scattered and the dashboard ultimately needed even more fine tuning to help focus their attention.

After our company rebranded, I tried to tighten up navigation and gamify dashboard viewing once again.

The overhead bar was slotted into the sidebar which opened up page real estate. The most important landlord statistics were converted into donut graphs and the KPI cards in the column would rotate based on urgency or relevance in any given month.

Our heatmap data in the following months showed an immediate upward trend in clicks and engagement (approx 11%). There was also a drastic decrease in support tickets questioning whether the platform is tracking rent properly.

In order to make it even easier for our users to signup and create accounts, I tried to keep everything above the fold and divided signup into 2 steps. Identity verification would occur after signup and after logging in to allow users to get a feel for the app while restricting premium features.

Subsequently, our analytics validated the decision to revamp signup flow because our conversion rate increased by a whopping 33% and on our social media platforms, people started commenting on how much more pleasant the onboarding experience was compared to the past.

The most used and viewed component of our platform was the lease record which used to be called the tenant record. When the form was initially designed, we felt that dividing the form into sections up top would be powerful and intuitive.

We could not have been more wrong. Customer feedback AND moderated usability testing invalidated this assumption. Most of the landlords on our platform skewed past 60+ years of age and it was simply not intuitive for them to scroll back up to the top of the form and select a different section to fill out.

This, combined with the fact that many users were revisiting previous sections multiple times informed us that forgetfulness was a very real thing. What we thought was an intuitive user flow ended up translating into much more added time when processing the form.

In the redesign, I strayed away from a top sectional design because ~60% of our users were forgetting their form inputs and in extreme cases, not filling out enough info.

The new lease record design was initially released as an A/B test. In the following months, our analytics indicated that 83% of our users had warmed up to the new design and the adoption became permanent. The analytics also indicated that users were spending 1 min 20 seconds less, on average, filling out the form properly.