Personas
Speaking with loan officers, relationship managers, mortgage advisors, and mortgage executives, our key users bubbled to the top.
Alpha Release
Users found the early insight categories confusing. However, curated realtor lists were immediately popular and became central to the vision.
"I'm not sure what to look at first."
"This [data] is helpful so I can pick and decide who best fits my model, but it’s a bit overwhelming.”
Beta Release
In beta, we focused on users finding and vetting realtors, transforming our insight cards into curated, personalized lists based on market trends.
“This give me the opportunity to slice and dice realtor data in different ways. This is great. All of these data points are 100% useful.”
GA Launch
At launch, we delighted users by combining top-tested features — realtor lists, saved searches, watchlists, and market trends — into a single homepage.
"It's information at my fingertips. Prior to this I'd have to go to my manager and he'd pull a list and I'd have to figure it out. This gives me a user friendly look of things I’m interested in. This is something I don't yet have access to."
Sep 2021
Ideation
User Research
From the sales team’s market research, we developed a concept of categorized insights, then created personas and wireframes for user research.
Jan 2022
Alpha
4 test Groups
Users found our initial insights interesting but overwhelming, yet personalized realtor lists tested well and emerged as the product’s focal point.
Mar 2022
Beta
4 test Groups
Through data-driven design and collaboration across leadership, product, engineering, sales, and SMEs, we developed a product that solves a gap in the market.
Oct 2022
GA Launch
2 test Groups
By this phase, every tester was engaged and excited, overflowing with ideas on how the product could save time and enhance their business.
