Introduction:
In the complex world of real estate matchmaking, the journey from being a potential buyer to successful transaction is filled with inefficiencies. At McMakler, we identified a critical pain point in our customer acquisition process: the misalignment between buyer expectations and financial capabilities. As the lead Product Designer, I took part in a transformative project to revolutionize how potential buyers are qualified and matched with properties.
Project Context:
- Company: McMakler, a Proptech Real Estate Company (German Market)
- Team: Cross-functional team including Product Managers, Engineers, QA
- Key Stakeholders: Real Estate Brokers, Business Development, Customer Care
The Challenge:
Our existing process was broken:
- Customers applied for properties without understanding their financial limitations
- Brokers wasted significant time discovering financial incompatibility late in the process
- Customer Care was inundated with complaints from both buyers and brokers
- Third-party property listing platforms complicated the qualification process
Research Methodology:
1. Comprehensive User Research Approach: A multi-dimensional research strategy to uncover deep user insights
Research Techniques:
- Stakeholder Interviews:
- 20+ interviews with real estate brokers
- In-depth discussions with customer care agents
- Extensive competitor analysis
Key Research Insights:
- Brokers spent excessive time gathering financial information
- Customers felt uncomfortable sharing sensitive financial details
- Existing qualification methods were inefficient and frustrating
- No standardized process for initial buyer assessment
2. Quantitative Data Collection:
- Collected quantitative data (Google Analytics, Microsoft Clarity) to supplement qualitative insights.
- Analysed data to gain a holistic understanding of user experiences.
Images above: We developed different user journeys considering a long vision of the project and subsequent journeys where the impact would have been higher with a lower effort
Design Process:
Design Implementation
UX Metrics Defined:
- Funnel Completion Rate
- Task Success Rate
- Average Time on Task
- Error Rate
- User Satisfaction Score
Design Principles:
- Gamification:
By introducing game-like elements, we transform a potentially stressful financial assessment into an engaging, interactive experience. Gamification helps reduce anxiety around sharing sensitive financial information by:- Breaking down complex tasks into smaller, manageable steps
- Providing immediate feedback and a sense of progress
- Creating a sense of achievement throughout the qualification process
- Reducing cognitive friction associated with financial self-assessment
- Progressive Disclosure:
This principle allows us to manage cognitive load by revealing information and form fields gradually.
Benefits include:- Preventing user overwhelm by presenting only relevant information at each step
- Reducing perceived complexity of the self-assessment process
- Improving user focus and completion rates
- Creating a more intuitive and less intimidating user experience
- Minimized Cognitive Load:
Designing the interface to reduce mental effort required to complete the self-assessment - Intuitive Workflow Integration:
Ensuring the self-assessment feels like a natural part of the property search process, not an additional burden
Images above: wireframes at different stages of feedback and co-creation sessions with Stakeholders
Design Solution: Intelligent Property Matchmaking
1. Gamified Self-Assessment Flow
- Integrated seamless qualification process across platforms
- Created a user-friendly profile page for ongoing assessment
- Designed multiple entry points (internal and third-party platforms)
Images above: High-fidelity mockups of Agent's main screen UI with closed phone application, during the call and after the call
2. Intelligent Property Suggestions
- Developed an algorithmic approach for property matching
- Created personalized property recommendations based on financial capabilities
- Provided transparent feedback to users about their qualification status
3. Usability Testing:
- Plan and executed low-budget usability tests
- Screened and recruited testers from German real estate and homeowner forums
- Implemented iterative design refinements
Transformative Outcomes:
1. Buyer Qualification Transformation
- Funnel Completion Rate: 75%
- Broker Satisfaction: Increased to 55%
- Customer Complaints: Reduced by 70%
2. Intelligent Matching
- Automated property suggestions for financially misaligned customers
- Reduced wasted time for both brokers and potential buyers
- Improved overall platform user experience
Images above: High-fidelity screens of the buyer's assessment journey from booking an appointment with real estate broker
Conclusion:
This project demonstrated the power of user-centered design in transforming complex business processes. By applying design thinking and gamification principles, we didn't just create a feature—we reimagined the entire property acquisition experience.
Key Learnings:
- Gamification can make sensitive processes more engaging
- Cross-functional collaboration is crucial for innovative solutions
- User empathy drives meaningful design interventions
Personal Reflection: As the design lead, this project reinforced my belief that great design solves real-world problems by understanding human behavior and creating intuitive, empathetic solutions.