PROPERTY

An industry-leading real estate mobile app 
8 months • Product Design Lead • Rexlabs  

PROPERTY

An industry-leading real estate
CRM mobile app 
8 months • Product Design Lead • Rexlabs  

PROPERTY

An industry-leading real estate mobile app 
8 months • Product Design Lead • Rexlabs  

PROPERTY

An industry-leading real estate
CRM mobile app 

8 months • Product Design Lead •
Rexlabs

PROPERTY

An industry-leading real estate mobile app 
8 months • Product Design Lead • Rexlabs

The pocket CRM mobile app was developed to make real estate agents more mobile and assist their common workflows. The app was to complement the already successful REX desktop application. I led In-depth research, prototyping, user testing, with constant communication with all teams from sales to development. I presented to many Stakeholders along the way. 

The pocket CRM mobile app was developed to make real estate agents more mobile and assist their common workflows. The app was to complement the already successful REX desktop application. I led In-depth research, prototyping, user testing, with constant communication with all teams from sales to development. I presented to many Stakeholders along the way. 

pocketUI

THE PROBLEM

The Rex desktop CRM system helps real estate agencies with their workflows. The system is very complex with an enormous amount of functionality, from automation and bulk workflows to recording, editing, and viewing a complex network of data objects. After working on this system, and designing many new features like a new search experience, integrations, and automation, it was apparent that this particular application was not being used by real estate agents, but rather, predominantly the admin users. Sifting through countless user voice requests, and talking with the sales department and the CEO, the need for a mobile app for real estate agents was urgent.

THE PROBLEM

The Rex desktop CRM system helps real estate agencies with their workflows. It is a very complex system with an enormous amount of functionality, from automation and bulk workflows to recording, editing and viewing a complex network of data objects. After working on this system, designing many new features like a new search experience, integrations, and automation, it was apparent that this particular application was not being used by real estate agents, rather, predominantly the admin users. Sifting through countless user voice requests, talking with the sales department and the CEO, the need for a mobile app for real estate agents was urgent.

THE PROBLEM

The Rex desktop CRM system helps real estate agencies with their workflows. The system is very complex with an enormous amount of functionality, from automation and bulk workflows to recording, editing, and viewing a complex network of data objects. After working on this system, and designing many new features like a new search experience, integrations, and automation, it was apparent that this particular application was not being used by real estate agents, but rather, predominantly the admin users. Sifting through countless user voice requests, and talking with the sales department and the CEO, the need for a mobile app for real estate agents was urgent.

Rex-Cover1
Screen Shot 2019-05-02 at 3.23.09 pm Copy 5
Screen Shot 2019-05-02 at 3.23.09 pm Copy 4

WHAT I DID

Although the co-founders wanted to dive straight into the design for maximum efficiency, I advocated for a 3-week user research phase to understand our users and their problems before designing. Through a number of case studies and examples, I was able to convince the co-founders of the importance of user and competitor research. My major focus was on user research and UX design whilst overseeing UI aspects.

WHAT I DID

Although the co-founders wanted to go straight into the design for maximum efficiency, I advocated for a 3-week user research phase to really understand our users and their problems before designing. Through a number of case studies and examples, I was able to convince the co-founders of the importance of user and competitor research. My major focus was on user research and UX design whilst overseeing UI aspects.

'UNDERSTAND THE ENTIRETY OF THE PROBLEM'

'UNDERSTAND THE ENTIRETY OF THE PROBLEM'

'UNDERSTAND THE ENTIRETY OF THE PROBLEM'

binocular
User and competitor research

Planned and executed a 3 week qualitative and quantitative user research phase including online surveys, video interviews, and following the daily routines of a number of real estate agents. A thorough analyisis of competitors was also performed

Planned and executed a 3 week qualitative and quantitative user research phase including online surveys, video interviews, and following the daily routines of a number of real estate agents. A thorough analysis of competitors was also performed

shop-cashier-man
Ideate UX

Hundreds of sketches drawn to explore the various ways in which the mobile app could work 

Hundreds of sketches drawn to explore the various ways in which the mobile app could work 

mouse
Wireframe & prototype
Wireframe & prototype

Design Sprints. Constant back and forth with stakeholders, co-founders and users. After wireframing it became apparent that a large component library was needed before moving further.

Design Sprints. Constant back and forth with stakeholders, co-founders and users. After wireframing it became apparent that a large component library was needed before moving further.

tablet-touch
UI

Although more focused on UX aspects, I oversaw the direction of the UI with a focus on accessibility, type hierarchy, functional colour use and contrast ratios.

Although more focused on UX aspects, I oversaw the direction of the UI with a focus on accessibility, type hierarchy, functional colour use and contrast ratios.

USER RESEARCH & COMPETITOR ANALYSIS

Over a 3 week period, I led comprehensive user research and competitor analysis. Both qualitative and quantitative techniques were employed after which a more thorough understanding of all our different types of users was developed.  

USER RESEARCH & COMPETITOR ANALYSIS

Over a 3 week period, I led comprehensive user research and competitor analysis. Both qualitative and quantitative techniques were employed after which a more thorough understanding of all our different types of users was developed.  

Group 9

RESEARCH METHODS EMPLOYED

— Online surveys
— In person interviews / video recorded
— Card sorting
— Personas
— Journey mapping
— Followed daily journeys / video recorded
— Created a website housing all user research for the whole company to see from support to sales.

RESEARCH METHODS EMPLOYED

— Online surveys
— In person interviews / video recorded
— Card sorting
— Personas
— Journey mapping
— Followed daily journeys / video recorded
— Created a website housing all user research for the whole company to see from support to sales.

Persona
Journey mapping
SKETCH & IDEATION

Making mistakes early was key, hundreds of iterations of how the app might work were developed. The focus was on the high-level framework and interaction ideas.

SKETCH & IDEATION

Making mistakes early was key, hundreds of iterations of how the app might work were developed. The focus was on the high-level framework and interaction ideas.

sketches1
sketches2
Sketches-1
COMPONENT LIBRARY

After wireframing many iterations and testing initial ideas with users, it became apparent that we needed to build a component library in order for the software engineers and designers to align, and focus on reusing components for increased functionality. When a new component was needed, an emphasis on reuse or an iteration on base-level components was made. This thinking allowed the mobile app to include a lot of functionality and reduced the time of development and design. 

COMPONENT LIBRARY

After wireframing many iterations and testing initial ideas with users, it became apparent that we needed to build a component library in order for the software engineers and designers to align, and focus on reusing components for increased functionality. When a new component was needed, an emphasis on reuse or an iteration on base-level components was made. This thinking allowed the mobile app to include a lot of functionality and reduced the time of development and design. 

Component library
WIREFRAMES

Using these components we were able to wireframe fast and develop a design system.

WIREFRAMES

Using these components we were able to wireframe fast and develop a design system.

wireframes
UI & POCKET IN ACTION

A number of unique workflows were designed based on research, one of which was the call end workflow. One of the key things real estate agents do is, often times, manually go through a list of numbers to call and try and remember the outcome of their calls to follow up later. This was a good example of taking something they do and using technology to make this workflow very easy and supportive.

I led overall aspects of the UI to accommodate the large demographic of users. The focus was type hierarchy, easy to understand grouping of information and clear full-screen modules to drill down into complex data sets. Colour was used to enhance function:

Edit Mode — Grey
Send Mode — Green
Add Mode — Blue

UI & POCKET IN ACTION

A number of unique workflows were designed based on research, one of which was the call end workflow. One of the key things real estate agents do is, often times, manually go through a list of numbers to call and try and remember the outcome of their calls to follow up later. This was a good example of taking something they do and using technology to make this workflow very easy and supportive.

I led overall aspects of the UI to accommodate the large demographic of users. The focus was type hierarchy, easy to understand grouping of information and clear full-screen modules to drill down into complex data sets. Colour was used to enhance function:

Edit Mode — Grey
Send Mode — Green
Add Mode — Blue

CALL END WORKFLOW

REMINDERS

EDIT MODE

LISTING RECORD

FILTERS

FEEDBACK

LEARNINGS & OUTCOMES

After the release of the mobile app. Sales skyrocketed, the product expanded into the UK, an extra 3 million of funding was received by the company which spawned another 3 successful products that leveraged of the core application.

The process is always difficult to decide on, some suggested developing something very simple and quick, releasing it and adding on features as you go. This may be good in theory but it depends on the project. This product idea was extremely well validated by the business, it's because of this that we were able to release a feature-rich mobile app from the start. The success of pocket lies within the strong user and competitor research phase, clear design thinking and focused business leaders.

LEARNINGS & OUTCOMES

After the release of the mobile app. Sales skyrocketed, the product expanded into the UK, an extra 3 million of funding was received by the company which spawned another 3 successful products that leveraged of the core application.

The process is always difficult to decide on, some suggested developing something very simple and quick, releasing it and adding on features as you go. This may be good in theory but it depends on the project. This product idea was extremely well validated by the business, it's because of this that we were able to release a feature-rich mobile app from the start. The success of pocket lies within the strong user and competitor research phase, clear design thinking and focused business leaders.

Credits
Product Design Lead - Cyrus Engineer
Senior UI Designer - Konrad Kaczmarczyk
Junior UX Designer - Rasa Lasarevic
Junior UX/UI Designer - Grace Houghton
UI Developer - Josh Freeman

CEO - Anton Babkov
CTO - Alex Babkov

Credits
Product Design Lead - Cyrus Engineer
Senior UI Designer - Konrad Kaczmarczyk
Junior UX Designer - Rasa Lasarevic
Junior UX/UI Designer - Grace Houghton
UI Developer - Josh Freeman

CEO - Anton Babkov
CTO - Alex Babkov