Property Pulse
Property Pulse is a cutting-edge software that is designed to empower agents and managers to optimise their project management with unparalleled efficiency.
_Property Pulse
Timeline:
December 2023 - June 2024
Concept Ideation
Responsibilities:
Brand Design
Design System
UX Research
UI Design
Prototyping
Tools:
Figma
Adobe Illustator
Photoshop
Concepts
_Overview
The real estate industry is a multifaceted sector that overlooks all stages of property management. The dynamic market involves various professionals and operates in a dynamic market influenced by various factors that are constantly fluctuating. For companies within the real estate sector, having an HR platform is instrumental in streamlining otherwise complicated processes.
The project was proposed to design software that makes a complicated, multifaceted operation more efficient and user-friendly allowing companies to integrate the software into new companies or further established ones.
This project aimed to create a brand identity and design software that provides a comprehensive dashboard offering detailed insights into key performance metrics, with user-friendly navigation allowing for quick analysis.
The Problem
Real estate companies have diverse workforces with various roles and a HR platform aids to efficiently manage processes. As results-driven industry performance management is crucial. With so much data to process and analyse this can be a tedious process which is counterproductive to such a fast-paced industry where timing is everything. Given the commission-based structure of the industry, a lack of clear systems can result in decreased productivity and therefore income.
This shows the need for software that optimises the processes, enhances workforce management, and contributes the necessary tools for managers to navigate the unique challenges of the industry.
Proposed Solution
The solution is a HR platform called Property Pulse, which aims to provide a comprehensive dashboard offering detailed insights into key performance indicators such as sales volume, conversion rates, and client satisfaction scores. With user-friendly navigation and interactive graphs, the software allows for quick analysis of agent performance trends, and ensures timely and informed decision-making. Its features include performance reviews, training modules, and streamlining otherwise complicated and time-consuming HR processes.
Introduction
To identify the needs of this project, thorough research was needed to identify the problem, needs, and pain points of existing solutions or competitors. This was essential to create a platform that was not only functional but also uniquely efficient.
The goals for the research were as follows:
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Identify who the target audience was and their needs to manage an efficient business.
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What their daily tasks entailed and how they translate into user flows.
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What user journeys commonly entailed.
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Identify pain points and opportunities for improvements.
User Research
In order to empathise with the user a survey was completed by participants within the real estate industry from businesses of varying sizes as well as levels of seniority to gain a wide overview of the requirements for this concept.
I opted for a mixture of multiple choice to gain and open end questions to gain a wide range of information. The questions were tailored to gain information on the managers as well as the employees such as demography, goals, and motivation, because the software is targeted towards both parties. They also allowed me to gain insight on the structure and needs of the businesses to set the stage for future opportunities within the platform.
Summary
The research established a clear view of the target audience, their requirements and allowed for a clear and comprehensive view of their needs from this platform.
Next steps require a indepth analysis on the best way these needs have been met through existing features as well as identifying any opportunities for improvement.
Demographic
Gender split:
Survey insights
Agent's needs:
Real estate HR managers commonly fall between mid-20s to 60s and beyond.
-30
HR manager's needs:
Performance Metrics
Feedback & Coaching
Rewards & Incentives
Critical metrics:
Total Sales Volume
Average days on market
Client Satisfaction Score
Task Completion
30-60
60+
Age ranges:
Continous Learning
Transparent Communication
Team Collaboration
Data and Analytics
Strategic Planners
Conversion Rates
Employee engagemment and Benefits
Performance Recognition
Current Listings
Upcoming Deadlines
Communication
Goal Alignment
Expense Tracking
Performance Metrics
Goal Attainment
Key practices and needs
72%
28%
Market Trends
Understanding the user
To establish a strong understanding of the critical needs of the project, I created user flows for potential tasks that an HR manager would go through in a day using the information gained during the interviews. This gave me a high level of insight into the features needed to design the foundations of software that would aid users in streamlining the processes saving them time and improving efficiency.
This meant delving deeper into the user persona to understand the motivations and challenges of the typical user.
User Persona
Meet Jenifer Reynolds, the manager at a dynamic Real estate firm. She is a seasoned professional with a fantastic leadership track record through mentoring and onboarding budding agents. With a keen interest in leveraging technology to enhance employee management for real estate sector. As an integral part of the team, Jenifer is responsible for overseeing the recruitment process, conducting performance review, and ensuring the professional development of real-estate agents. Jenifer values efficiency, transparency, and user-friendly tools that facilitate seamless HR operations. Jenifer values efficiency, transparency, and user-friendly tools that facilitate seamless HR operations.
User Journey
To establish a strong understanding of the critical needs of the project, I created user flows for potential tasks that an HR manager would go through in a day using the information gained during the interviews. This gave me a high level of insight into the features needed to design the foundations of software that would aid users in streamlining the processes saving them time and improving efficiency.
This meant delving deeper into the user persona to understand the motivations and challenges of the typical user.
The Team review flow for a real estate company needs to offer a comprehensive and user-friendly experience for HR managers like Jenifer Reynolds. Starting with the dashboard, Jenifer can quickly access an overview of team performance metrics, including sales volume, client satisfaction scores, and individual agent achievements. The user flow guides Jenifer through an intuitive process of selecting specific agents or teams for review. The platform presents detailed analytics, such as conversion rates, average days on the market, and client feedback. Jenifer can seamlessly navigate through each team member's profile, view their progress against set goals, and access performance reviews. The system streamlines the feedback loop, allowing Jenifer to provide constructive input and recognition for outstanding contributions. With its clear and accessible design, the Team Review User Flow enhances Jenifer’s ability to assess, motivate, and guide the real estate team effectively.
Team Review Flow
Finance Review Flow
The Finance Review User Flow within our Real Estate HR Platform empowers finance managers, like those overseeing real estate budgets, with a streamlined and insightful process. Beginning with a comprehensive financial dashboard, users can swiftly assess the overall financial health of the real estate business. The user flow guides finance managers through detailed financial analytics, presenting key metrics such as revenue, expenses, profit margins, and cash flow. Users can drill down into specific cost categories, track the return on investment for various real estate ventures, and analyse market trends impacting financial performance. With user-friendly interfaces and customisable reports, the Finance Review User Flow ensures finance managers have the tools needed to make informed decisions, optimise budget allocations, and contribute to the long-term financial success of the real estate company.
Designing wireframes for our Real Estate HR Platform involves a meticulous process grounded in the understanding of user personas, user journeys, and the reach of our diverse user base. Beginning with a comprehensive analysis of user personas, I identify the specific needs and preferences of HR managers, finance professionals, and real estate agents. The wireframing process then takes shape, translating these insights into a visual representation of the platform's key functionalities. Leveraging the user journey as a guide, I create wireframes that intuitively lead users through recruitment, onboarding, performance management, and financial review processes. Consideration is given to the varied reach of users, ensuring that the wireframes cater to individuals with different roles, responsibilities, and levels of technical proficiency. Through this thoughtful approach, the wireframes serve as a foundational blueprint for a user-centric Real Estate HR Platform, optimizing usability and enhancing the overall user experience.
Sketches
Wireframes
As part of the ideation process, I went through various design iterations to translate the conceptual ideas into tangible, visual representations that establish the skeletal structure outlining the platform's key features. With a tight deadline, I prioritized simplicity and functionality. I decided to construct mid-fidelity wireframes given the complexity of the dashboard designs I needed to visualise as much information as possible which allowed for a clear understanding of the page’s layout, information flow, and navigation. It was a deliberate effort to ensure each aspect of the design was user-centric and ultimately, these wireframes became the foundation upon which the visual design and interactive elements are built.
Through previous stage the journey commenced with a deep understanding of the real-estate industries unique HR needs, allowing for the creation of a brand identity that resonates with the users need for a professional, trustworth image with a modern and innovative feel which which posed a challenge prior to the user research. The design phase involved aligning the platform’s visual elements with the user’s workflow, ensuring seamless and intuitive navigation. Feedback loops became crucial during prototyping, as the platform must seamlessly integrate performance tracking, goal setting, and training modules. Achieving a balance between a visually compelling design and the functional requirements of the dynamic industry of real estate becomes a paramount throughout the design process.
Designing for the User
Creating a design system was a strategic and foundational step in ensuring a cohesive and user-friendly experience across an otherwise complex platform. This was informed with a thorough analysis of user needs, brand identity, and industry practices. Along with the logo, typography and colour schemes, an essential part of this was to create base components for the graphs which help create consistency throughout the user interface. I decided to create this to enhance the efficiency in development as well as fostering a unified and recognizable brand identity. Continuous iteration and updates based on user feedback throughout the projects evolution makes this integral to the cohesive maintenance of the design, providing a scalable framework for user-centric digital experiences.
Design System
For the first iterations I designed high-fidelity prototypes using the design system which aided in making all the pages more cohesive. I translated the wireframes and design elements into a functional model, providing stakeholders and users with a preview of the systems key funcitonalties. These prototypes serve as a valuable tool for usbablity testing, enabling iterative improvements based on future user feedback and uncovering potential pain points in the user journey.
At this stage, the prototype allows for comprehensive evaluation of the system’s navigation, responsiveness, and overall usability. Which aims to only be improved as the user testing is undertaken.
Prototyping
High-fidelity Mockup
The project has successfully transitioned from conceptualization to a tangible, user-centric solution tailored for HR managers in the real estate industry. Positive aspects include the establishment of an intuitive navigation flow, visually appealing design elements, and the integration of industry-specific features. However, reflection also highlights the importance of user feedback and continuous improvement. Insights from the first iteration offer valuable perspectives for optimizing usability, addressing any unforeseen challenges, and refining the overall user experience.
This was a success in terms of creating a foundation towards a more polished, efficient, and user-friendly HR Real Estate Platform, aligning seamlessly with the needs of HR professionals in the dynamic real estate sector.
Reflections
Throughout the course of this project, I’ve gained a wealth of knowledge and insights about an industry that I otherwise had little experience with. From the design perspective, understanding the intricacies of the real estate industry has been key, influencing decisions on information architecture, visual elements, and user interactions.
The significance of user feedback has been underscored, teaching the value of iterative design and the continuous refinement of features to meet the specific needs of HR managers.
This project has also been a learning experience in terms of empathy, comprehending the daily challenges and goals of HR professionals in the real estate sector. Overall, the project has not only enriched technical skills but also cultivated a holistic understanding of the intersection between user experience, industry dynamics, and effective design solutions.