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PROPEL PROPERTY MANAGEMENT: attracting new clients

User 2

The font kind of blends in with the background and everything seems a little smooshed."

User 4

Make the cards bigger...And I would like more information. Who are the property management teams you are staffing? What are the latest tools?"

User 5

I need the font to be a different color. It's hard to read, especially if you are older."

Mobile Website Homepage

The new mobile homepage includes a clearly marked CTA for users looking for rental properties.

Introduction

Problem

Propel Property Management, a rental property management company, needed a website overhaul to generate new business.

Solution

I was excited to tackle the challenge of redesigning their outdated website to increase the conversion rate of rental application submissions and attract new clients.

 

As the sole person on this project, I set out to overhaul the entire design system, including its visual and UX.  

Finding the pain points

Mobile users looking for properties could not find the button. 

Simplifying paths

I developed an barrier-free site that allows easy accessibility to all end goals.

Minding the data

Data indicates that users are finding what they need easily-time-on-task dropped 63%.

Approach

I developed the information architecture after conducting a competitor analysis.

Simplifying paths

Research Analysis Insights

One

Improve usability with clearer visual hierarchy and better design system.

Two

Optimize mobile website for prospective renters.

Three

Include methods to track potential client conversions.

Four

Make user-initiated contact barrier-free.

Minding the data

I tracked data via Google Analytics and Hotjar, as the client did not want a second round of usability testing. I monitored:

  • conversion rates with the new Free Rent Analysis and chatbot.

  • number of engaged sessions.

  • time-on-task to ensure users could easily access the functions they needed.

  • bounce rate.

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I also optimized the SEO which improved the organic search user acquisition by 53%.

Learning from this experience

  • Meetings: Face-to-face meetings result in immediate feedback. Trying to get feedback via email was not efficient.

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  • Branding: The branding colors were not compliant with accessibility principles, so I used variations of them. I would make different choices if I were to redesign this website again, such as A/B testing the mockups before presenting them to the client.

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  • Client Education: Talking through my research findings helped the client realize the need to redesign the website. In the future, I would also have a live presentation of my mockups to explain design decisions.

Next Steps:

If I were continuing this project, I would:

  • conduct usability studies of redesign.

  • adjust the SEO keywords even further to ensure the website attracts more traffic.

  • A/B test some of the verbiage on the CTA buttons.

  • monitor the rate of rental application submissions.

Finding the pain points

My initial heuristic evaluation of the website uncovered major issues with:

  • visual design ​

  • avenues of communication

  • conversion opportunities

  • mobile website design

Define

  • User interface frustrated users.

  • Users found methods of communication confusing and antiquated.

  • Users failed to find the property management services page--key for potential clients.

  • Property listings page was difficult to find for renters.

Unmoderated Usability Study Findings

These include:

  • clear CTA buttons for property listings.

  • a search feature.

  • multiple avenues of communication for users.

Initial Sketches to Wireframes

Improved usability

  • Variations of branding colors 

  • Prominent and concise CTA

  • Clear hierarchy

  • Accessible design

  • Easy navigation

  • Optimized mobile website

Conversion Tracking

  • Free Rent Analysis forms to generate leads and track prospective clients

  • Chatbot and linked phone number and email address increase opportunities for conversions

Barrier-Free User-Initiated Contact

New additions for user engagement:

  • Contact Us form

  • Chatbot

  • Linked phone number and email address

  • Free Rent Analysis forms

  • FAQ page

Redesigned Website

Website redesign with proven results:

275%

increase rental property application submissions

129%

increase in user-initiated contact conversion rate

25%

increase in engaged sessions throughout website

13%

decrease in bounce rate

63%

decrease in time-on-task

Original Homepage

The original homepage included two static phone numbers, confusing hierarchy, and poor use of design principles.

These homepage mockups incorporate the client's branding colors and improve accessibility and functionality.

Initial mockups

Usability Findings: Searching for Property Management Services Page

Based on the heatmap analysis, the primary users of the mobile website were people searching for properties to rent. 

 

However, the original mobile website hid the link to the available properties in the hamburger menu.

Missed Opportunity

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