Project Overview
Optimisation of navigation and main user journeys for the estate agents Preston Baker
Audience and competitors' research
After a review of the design, structure, and content of the Preston Baker website, I compared it with the main competitors and presented a workshop to the client to better understand users, business goals, and related marketing channels. During the workshop, we also narrowed the scope of the project:
- optimisation of house sellers journey that wants to book a valuation with an estate agent
- facilitate buyers in finding a house to buy
Google analytics intelligence
I analysed users trends with google analytics, both the last three months' data and a 6 months comparison, examining the following metrics:
- Audience:
- All users and new users
- Converters vs non-converters
- Traffic sources
- Demographics: gender, age range, geographic, devices
- Pages performance:
- Key pages performance
- Navigation paths
- User goals:
- Instant valuation (with marketing channels performance)
- Detailed valuation (with marketing channels performance)
User testing 1: Buyers and Sellers
The Google Analytics report helped define the test script for the remote tests, both in terms of demographics and terms of actions and pages to visit.
I tested 4 buyers and 4 sellers and edited 2 videos with critical insights from each tester. After that, I prepared and presented a document with user insights and related recommendations.
The tests informed that the content was difficult to find due to a poorly structured navigation, that the seller user journeys were unclear and that unique selling points of the company were declassed within the layout. The results also highlighted that unique selling points were not prominent within the design, hence the client agreed to improve the structure and user journey for their 'property launch'.
User testing 2: Competitors' seller journeys
The client was really happy with the test insights and asked to test their main competitor's journeys.
Wireframes 1: book valuation with an agent
The user journey starts from the homepage and also has a dedicated page, and the booking system it's simplified and personalised by the 'add to calendar link and the expert's card.
Wireframes 2 : online house valuation
The quick online valuation journey was improved and made more engaging by streamlining the process and adding graphically presented company features.
Wireframes 3: Property launch
I created two-page layouts and content areas for the home page or content pages to promote the 'property launch', the company's unique selling point.
Deliverables
Skills
- Google Analytics Report with insights and recommendations
- Videos edited with testers' highlights
- User Tests Reports with insights and recommendations
- Wireframes
- User and competitors' research
- Workshop moderation
- Google Analytics certificate
- Video Editing
- Remote user testing
- Wireframing
- Presentation skills
- Gracefully stand up for user experience vs marketing