A Home for Homeowners

Conversion rate was the problem. Users filled out the form halfway, then dropped off. Implemented Mouseflow to track actual behavior patterns. Set up A/B tests comparing different flow variations. User interviews added context to what the numbers showed. Each iteration started with click dummies for quick validation, then user testing, then high-fidelity prototypes showing intended animations and interactions. Developer handoff took extra time because the implementation details mattered for the experience to work.

Conversion rate increased by 25% after the redesign shipped.

Year two brought a different kind of project. Task force with an open brief. Figure out what homeowners actually need from the platform. Used double diamond methodology. Long research phase talking to homeowners, analyzing existing usage data, testing early concepts. The research uncovered several areas where we could provide real value. Price development tracking to show market trends for their property. Property comparison tool showing how their home compares to the neighborhood. Realtor matching to connect them with agents. Integration with vermieter.de (the tenant management platform ImmoScout had acquired) to help landlords manage their properties. Portfolio view for users with multiple properties to see everything in one place.

Created multiple versions of the dashboard and onboarding flows. Low-fidelity wireframes for testing concepts. High-fidelity prototypes for validating interactions and details. The testing sessions gave clear signals. Every single participant asked when they could actually start using the tool. That kind of unanimous response doesn't happen often in user research.

RLE redesign went live with the conversion improvements. Homeowner dashboard got approved for development based on the research response.