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HepsiEmlak Redesign
HepsiEmlak is Turkey's real estate-specific buying, selling, leasing and advertising platform, focused only on the real estate sector, providing advertisement and value-added services to its customers. It was founded in 2006 under the name of “Hürriyet Emlak” under Doğan Şirketler Grubu Holding A.Ş. and continued to grow rapidly in 2018 with the investment of the world's leading investment bank Goldman Sachs. As one of the biggest steps in our digital transformation, it changed its brand name in 2021 and continues to serve its users with the brand HepsiEmlak.
Problem
There was a design that was far from existing experiences. needs redesign. The posting period for the moderator is long and complex. Not to call real estate agents by phone. Long and complicated steps in finding property for the end user.
These issues consist of approximately two stages, the end product, front-end users and the admin panel in the background. We are worked on this issue for the frontend user product.
My Role
I worked in a team with 2 UX/UI designers, 1 UX/UI intern and one Design manager. My position was the UX/UI designer.I did research and comparison. I organized user tests and worked with users and reported these tests. I made a UX Wirefram and information architecture. I did rapid prototyping. I followed the desktop usage experience with Hotjar. I held follow-up and product manager meetings with my manager. I created a new design guide.
Design Thinking Process
Discover
Learn about user
Define
Determine features
Ideate
Brainstorm solitions
Prototype
Design and simulate
Test
Validate with users
Discover
We started by examining hotjar, store comments, google analytics data for current user analysis. For better analysis, a research agency created a weekly user journey map.
We conducted a user test with real users for the house posting search process on the existing site. We found users from research agency and university groups. After chatting a bit with the users who came to the office, we asked them to look for a house to rent. We took a video recording and written notes. We paid attention to which filters they used when searching for house ads. We asked the users to sort the manual cards we prepared before. If users have an extra filter they want to add, we gave them blank cards. Then we started to prepare the problems and solution proposals by analyzing this data.
Define
We analyzed the data we collected during the exploration phase. For sale and rent user behavior is different. Students are usually in the rental group, employees and families are in the rental and sale ads group. Old families are mostly in the for sale group. We advanced the work by forming various persons under these main groups.
• Personas
Persona 01
Student
Persona 02
Worker
Persona 03
Family with Children
Persona 04
Old Family
• Comparative Analysis Brands
Ideate
The Product Managers prepared the project scope by meeting with the UX and software team. Because it was a big project, they broke things up into smaller pieces. These jobs created jira tasks. We placed jira works on the wall for a living wall and general tracking of the works. We have generated error jobs during the run with red cards.
• Application and Programs
• Conclusions and Decisions
- We have listed the needs according to the persona groups.
- There are HepsiEmlak application, desktop and mobile web products. Most users use mobile web. That's why we decided to start the design and experience from the mobile web.
- We held meetings with the product and software team. We sorted by work effort.
- We decided to work on reducing the ad search time.
- We started flows to increase the number of real estate agents' phone calls.
- We decided to schedule A/B tests.
- We planned to create a new design rule, taking care to preserve the existing design system.
- User data was missing in existing products. That's why we took care to set the right metrics in new designs.
• Information Architecture
I prepared the information architecture of the main structures.
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Prototype
After the ideate step, I started the design with the sitemap. I made wireframe sketches. Then I started working on the designs to be able to test them. These prototypes can be shared and tested within the team itself, in other departments or on a small group of people outside the design team. By the end of the Prototype stage, the design team will have a better idea of the product’s limitations and the problems it faces. They’ll also have a clearer view of how real users would behave, think and feel when they interact with the end product.
• Wireframe
I started mobile first wireframe design. Then I worked for IOS, Android app and Desktop Web. After the wireframe was completed, we had another meeting with the developer and product team.
• Visual Design
As a team, we made preliminary design decisions with Wireframe and worked on the UI. I worked on desktop, mobile, Android, IOS designs. Then I created design guidelines.
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Test
We have completed the different alternatives in the new version with A/B testing. Tests continued dynamically even after the project was completed. According to the test results, we checked some experiences and renewed some experiences.
Final of the Project
When the satisfaction and recommendation rate are measured, we see an increase of 2 times compared to the old page. Ministers of real estate seekers increased 50 percent contact with real estate agent. Add up to 2 minutes while downloading the ad "Turkey's fastest classified site" was.
More than 1800 project advertisements
- 1 million ads
- 21 million visits per month
- 7 million unique visitors per month
- 180 million page views per month
- 11 minutes on site
- Mobile visitor rate 64 percent
- Percentage of users looking for daily rental property 1 percent
- 48 percent of visitors are women, 33 percent are between 25-34 years old
- The ratio of users seeking real estate for sale is 64 percent, while those seeking rental properties are 35 percent
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