CASA

OVERVIEW:

An innovative app designed to empower individuals to independently sell their homes without the need for traditional real estate agents.

THE PROBLEM:

Many individuals from developed countries such as USA, UK, Cannada, Australia and New Zealand looking to sell their homes face significant challenges in navigating the real estate market, particularly due to high commissions and fees charged by real estate agents. This reliance on agents often leads to frustration and financial strain, as sellers have limited control over the sale process and must adhere to agents' timelines and strategies. Current online platforms primarily serve as listing sites, failing to empower homeowners to manage their own sales independently. As a result, sellers miss out on opportunities to maximize their profits and streamline the selling experience. The removal of agent fees could lead to more flexible pricing for buyers, creating a win-win scenario in the property market. However, without a dedicated platform for independent sales, both sellers and buyers are left navigating a complex and costly system.

THE SOLUTION:

CASA is an innovative app designed to empower people to independently sell their homes without the need for traditional real estate agents, effectively reducing associated fees and enhancing user control over the selling process. The app addresses common challenges such as high commission costs, limited seller autonomy, and the lack of accessible platforms for direct sales. CASA incorporates a variety of features to facilitate a seamless home-selling experience:

  • User-Friendly Listing Creation: CASA allows users to easily create property listings by guiding them through the process of taking and uploading their own photos and writing engaging descriptions. This user-friendly interface ensures that sellers can showcase their homes effectively.

  • Direct Seller-Buyer Communication: The app enables direct messaging between sellers and potential buyers, fostering open communication and allowing for quick negotiations and inquiries. This feature enhances transparency and builds trust within the transaction.

  • Market Analysis Tools: CASA provides users with tools to analyze current market trends and property values in their area, helping them set competitive prices. This data-driven approach empowers sellers to make informed decisions and attract buyers effectively.

  • Customizable Marketing Options: Users can select from a range of marketing tools, including social media sharing and targeted ads within the app, to promote their listings. This customization allows sellers to reach a wider audience without the need for costly agent services.

  • Step-by-Step Selling Guide: CASA includes a comprehensive guide that walks users through the selling process, from listing to closing. This resource helps sellers navigate legal requirements and best practices, ensuring they feel confident throughout the journey.

  • Legislative Requirement Support: CASA connects users with qualified conveyancers, solicitors, and legal resources to help them understand and fulfill all legislative requirements associated with selling a home. This support ensures compliance and simplifies the legal aspects of the transaction.

  • Real-Time Notifications: The app features real-time alerts for inquiries, offers, and important updates, keeping sellers informed and engaged with potential buyers. This immediacy helps sellers respond quickly and capitalize on interest.

    By addressing these key areas, CASA offers a comprehensive solution for individuals seeking to take control of their home-selling experience, reducing costs and enhancing accessibility in the real estate market.

MY PROCESS:

As a mid-level UX designer, I navigated the end-to-end product development process, from initial discovery to polished design implementation with close collaboration with other designers and cross-functional teams, including subject matter experts (SMEs), potential users, the product team, and the engineering team. I played a pivotal role in the discovery phase, ensuring a solid foundation for user-centered design. Throughout the design journey, I crafted solutions that address complex challenges while maintaining a focus on usability and aesthetics.

PHASE 1 - RESEARCH

UNDERSTANDING THE PROBLEM​

I engaged with clients and potential users to identify pain points in current selling processes.

​MARKET RESEARCH

I evaluated existing solutions for real estate market, identifying gaps and opportunities for improvement. This research helped define the app’s key differentiators and value proposition.

​​USER INTERVIEWS

Collaborating with potential users and real estate agents, I gathered insights into how they work, what data they need. These findings shaped the app's feature set, focusing on user-friendly navigations.

FEASIBILITY STUDY

I worked closely with the engineering team to assess the technical feasibility of creating the identified features.

PHASE 2 – MAPPING OUT THE SOLUTION AND FLOWS

JOBS TO BE DONE FRAMEWORK

Identified core user tasks, such as uploading pictures, chat directly with potential buyer/seller, Legislative Requirement Support and analyzing current market trends and property values in their area.

USER STORIES

Developed comprehensive user stories for various roles (Buyer, Seller), focusing on the unique tasks and challenges of each role, based on the identified jobs to be done, and addressing specific needs and pain points.

INFORMATION ARCHITECTURE

  • Developed a clear and intuitive information architecture to organize app content and functionalities.

  • Designed user-friendly navigation paths to enhance usability and streamline interactions with essential app features.
     

PHASE 3 – DESIGN

LOW FIDELITY WIREFRAMES

  • I created low-fi wireframes to outline the app’s basic structure, focusing on ease of use and key functionalities.

  • These wireframes were shared with the internal product and engineering teams to gather initial feedback and ensure alignment with user needs.

​USER TESTING & FEEDBACK

After developing the wireframes, I facilitated testing sessions with potential users, including sellers and buyers, to validate the app's functionality and ease of use
Feedback from these sessions helped refine the wireframes, focusing on simplifying workflows and improving navigation

HIGH FIDELITY DESIGNS

Based on feedback, I created high-fidelity designs incorporating branding elements, detailed UI flows, and a visually cohesive interface. I used tools like Figma to develop interactive prototypes, allowing stakeholders to experience the app's full functionality.
These wireframes were shared with the internal product and engineering teams to gather feedback and ensure alignment with user needs.

PHASE 4 - FEEDBACK AND HANDOFF

USER TESTING AND DESIGN REFINEMENT

  • I conducted additional user testing with users, gathering detailed feedback on the app's usability and efficiency.

  • I integrated this feedback to further refine the design and improve features such as market trends and data visualization.

INCORPORATION OF FEEDBACK

  • Integrated feedback from user testing into design revisions, improving the app’s usability and feature set.

  • Conducted final reviews with cross-functional teams to confirm that feedback was addressed, and the app met all required standards.

DOCUMENTATION AND HANDOFF​

  • I worked closely with the engineering team to provide design documentation, including annotated high-fidelity prototypes and detailed user flows.

  • I ensured the development team had a clear understanding of how each feature should be implemented and how interactions should function.

OUTCOMES

POSITIVE IMPACT ON THE PRODUCT

  • Thorough research and client involvement at the early phases, the project contributed to a deep understanding of user needs and client expectations. By incorporating insights gained from research and collaboration into the design stages, I was able to create a user-centric application with features tailored to meet specific requirements and reduced pain points.

  • A well-managed and seamless handoff from the design stages to the development phase significantly impacted the overall project success. The clarity in the process minimized ambiguity, reduced the chances of misinterpretation, and ultimately led to more efficient development.

MY LEARNING

  • Involving the clients and potential users from the beginning of the design process was paramount as it not only ensured a clear understanding of their vision and expectations but also minimized the likelihood of rework, fostered a collaborative environment that led to a more efficient and successful project.