Role: Product Designer

Goal: To create Buyer & Seller Personas for Real Estate category (including: BIO, demographics, ave.budget, frustrations, readiness, goals, expectations)

Timeline: 3 weeks

Tools: Hotjar, Mixpanel, Google Analytics, Allego calls, FreeSpee calls.

JamesEdition is the world's largest luxury marketplace, serving the needs of high-net-worth individuals in life's most valuable transactions. People come to JE in the pursuit of luxury real estate, private jets, yachts, watches, extraordinary items and experiences in a catalog of more than 200,000 of the best listings from thousands of sellers worldwide.

JamesEdition has two types of users: Buyers and Sellers. There was already an existing persona for Buyers that needed to be updated, as it was created a year ago. The Seller persona was required to be developed from scratch.

After a thorough examination of the users, that included listening over 200 calls (between Real Estate agencies, buyers and sellers, sales/concierge teams and both buyer and sellers), watching zoom calls with existing and potential sellers, analysing collected data from December to March 2023 and studying the user heat maps, I successfully collected the following data that helped creating user profiles:

There were created eight personas in total (4 - Buyers, 4 - Sellers). Please see below some examples of the final result.