Provide seamless real estate fulfillment for the user and the agents with aligned services as a transparent, customer-centered company,
advocating for ORPI’s leadership positioning as the top innovative digital real estate service provider.
Users did not get access to a modernized digital engagement ecosystem: real estate agents workflow tools, user transaction funnels,
and intuitive navigation. The Ecosystem as a whole suffered from digital disengagement, erosion, and gaps in operational agility.
ORPI - Redesigning a digital ecosystem
Overview
Oversaw the design development of a new real estate digital platform with enhanced user interaction and better competitiveness.
Context
ORPI France has the largest real estate network, with 1200 branches and a critical problem: in a fast-moving competitive marketplace,
with the rise of digital competitors such as Le Bon Coin, the ORPI digital footprint was stale and fragmented.
Timeline
2015-2016
Goals
What I did
As a senior designer, I defined the design vision and strategy, and led the design team in production while ensuring alignment with business objectives.
I served as a player-coach, executing the design myself while defining design systems and cross-discipline design coordination with product, sales, and engineering.
Process & Approach
Discovery & Research
Executed market and user research, personae creation, content ranking workshops, and interviews with prospects, clients, and agents.
I studied usage analytics and analytics trends over the journeys to pains in the existing journeys.
Strategy Definition
I had to recreate the coherent challenge as a growing digital ecosystem around key user journeys core around the workflows of property search to agency contact and estimate to sell and search to buy.
This helped set the design matrix to enable all key templates to be managed systematically.
Design Direction
Set core principles of simplicity, transparency, and empowerment.
Built frameworks to maintain cross-platform efficiency and brand evolution goals at the same time.
Execution
- Allocated the junior UX designers the granular focus of the template design.
- Prioritized production sprints which feature user-tested and validated components at next iterations.
- Design quality control and monitoring integration of iterative feedback to the process.
Key Decisions & Trade-Offs
• Hyper-optimized user journeys with agent expertise, and digital flows at each step which drove the focus while feature depth and width were put on the back burner.
• Geolocation tools are way complex, but the user satisfaction of targeted savannah (advanced search) integration is worth the technical challenges.
• The templates were modular in design, which helped with cross-device adaptability, brand consistency and also with increasing mobile usage.
Results & KPIs
• New user engagements through multi-criteria advanced search tools and customized client space.
• Updated back-office tools helped agents more since their workflows were fitted.
• Supported ORPI’s competitive positioning by introducing new services such as digital property valuations and free ad posting between users.