TASK
Offer prospects an immersive online touring experience.
ROLE
UX/UI Design | Research | Wireframes | Prototyping | Hi-Fi Mockup
OVERVIEW
With the ever-changing times living through with the 2020 COVID-19 Pandemic many companies have switched their main focus to online sales and marketing. My task was to research and redesign the website for the Camden Gallery community in Charlotte NC so that the online experience is just as immersive as the in-person experience for those who feel more comfortable browsing and leasing their home online.
RESEARCH
User Surveys | User Interviews | Market Research | Competitive Analysis
While synthesizing my findings it became clear that the number one factor whether it's online or even in person is trust. Nearly every response spoke on the fact that they wanted to be sure that what they were seeing is what they were getting and that all other information would be accurate and truthful and they wouldn't be “trapped” into a lease.
Pages to Design
Homepage
Availability
Home Overview
Neighborhood Page
Analyzing Results
71% Success
Apply to home 622.
This page had one single option to click on but had a 33% misclick rate which can lead to user frustration but overall there was a 71.4% success rate for this task. There were 2 additional navigable screens total that had a 86% and 83% success rate respectively.
75% Success
Navigate to the Neighborhood page
This task had a surprising 9/12 drop-off rate when given 2 pathways to get the solution. Both were labeled by the link “Neighborhood” but it was poorly executed by testers. There were 3 screens for the is sections and it yielded a 8.3% direct success rate but 75% indirect (took a different path to get the wanted result)
50% Success
Find the view of home 622
It seems as users got a tad bit more acquainted by this point in the test. This section received a 50% success rate as most users could not find the “see my view” text to complete the task. Our heat map shows most of these testers hovering over the text but only half completed this task.
PROJECT REFLECTION
This project taught me how to navigate within pre-standing design systems. I learned how to use elements already established in a company but still be able to construct them at any time to build and reiterate as needed for the users. I learned that you gain insight in areas you would not think needed any help but are actually great ideas. In this project, one user thought the "see my view" feature showed the view from the inside of the home, a perspective I initially did not have in mind. I have been in property management for 3 years and I was joyed to see that there are always new things to learn and discover in this industry and even related fields as well.
2021
