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The Evolution of UX at Redfin

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UserTesting webinar with Tira Schwartz, Principal UX Researcher at Redfin

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The Evolution of UX at Redfin

  1. 1. The Evolution of UX at Redfin Tira Schwartz
  2. 2. UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences. #UTwebinar
  3. 3. We partner with thousands of customers #UTwebinar
  4. 4. Across all platforms, at all stages of development Watch customers interact with: DESKTOP SMARTPHONE TABLET WEBSITES APPS & PROGRAMS PROTOTYPES & WIREFRAMES SURVEYS PHYSICAL PRODUCTS Anywhere people interact with your brand: AT HOME AT A STORE ON THE GO On any platform or device: #UTwebinar
  5. 5. 8 Tira Schwartz Principal UX Researcher, Redfin
  6. 6. The evolution of UX at Redfin How to get more from your tests
  7. 7. introductions
  8. 8. Redfin
  9. 9. Redfin UX Research Program Tools and resources New insights Product impact Execute research and teach others to execute New learnings and better decision making Improve UX metrics
  10. 10. From features to experiences a case for broader user research
  11. 11. User Stories User Journey Maps Scorecards New research deliverables UX Principles
  12. 12. [ PHOTO PLACEHOLDER ] Evaluating features ● Gain insights on features ● Improve features
  13. 13. [ PHOTO PLACEHOLDER ] Evaluating features Evaluating features does not guarantee great experiences
  14. 14. [ PHOTO PLACEHOLDER ] Evaluating features ● Lack insights on people ● Lack insights on end to end experiences
  15. 15. [ PHOTO PLACEHOLDER ] Evaluating experiences ● Gain insights on features, people and end to end experiences ● Improve features and end to end experiences for people
  16. 16. UX Commandments 1. Know thy users and their goals 2. Know what key problems prevent them from achieving those goals 3. Know how well you solve this problem today 4. Know how well you should be solving it 5. Know how well your new solutions will solve this problem
  17. 17. User Stories User Journey Maps Scorecards New research deliverables UX Principles
  18. 18. [ PHOTO PLACEHOLDER ] User stories ● Humanize real users by telling their stories ● Describe their goals and challenges ● Draw out representative characteristics and unique characteristics
  19. 19. Our user story questions 1. What are your goals? 2. Describe the actions you’ve taken or plan to take, including your experience with our services. 3. Have you been successful in achieving your goals? If not, how can we help you succeed? 4. Describe your personality.
  20. 20. Amina’s goals Amina and her husband are looking for a bigger home around Wellesley, MA. She is a self described “passive tourer,” meaning that she’s not in any rush. Amina visits Redfin daily. Amina’s experience Amina is very comfortable with Redfin. Her favorite features are Remove outline and Draw search. She likes how the homes open in a new tab. She prefers to use Redfin on her desktop so that she can see the pictures bigger. Amina toured with Dan S. He went “above and beyond.” Dan has given great advice on which towns to consider. They’re open to number of neighborhoods, as long as the commute is reasonable. Amina’s personality Amina describes herself as a mix of “steady and dependable” and “cautious and perfectly accurate”. She appreciates learning and knows she has a lot to learn. Her perfect agent would’ve been a teacher in a previous career, taking time to educate and being very approachable. How we can help Amina succeed In order for Amina to be more effective, she needed more neighborhood advice, and anything to help her hone in on what the right home would look like. Meet Amina, the Cautious Buyer
  21. 21. Impact of user stories • Increase understanding and compassion • More agile • User stories become references in specs and vision docs
  22. 22. [ PHOTO PLACEHOLDER ] User journey map Identify user goals and subgoals to map out the user’s journey ● Focus on user goals and accomplishments, rather than product features ● Consider the circumstances ● Consider ‘Jobs to be done’
  23. 23. Our user journey map questions 1. What are your goals? 2. Describe the actions you’ve taken or plan to take, including your experience with our services. 3. Have you been successful in achieving your goals? If not, how can we help you succeed? 4. Describe your personality.
  24. 24. Our user journey map questions 1. What are your goals? 2. Describe the actions you’ve taken or plan to take, including your experience with our services. 3. Have you been successful in achieving your goals? If not, how can we help you succeed? 4. Describe your personality.
  25. 25. Casual Browser Active Browser Active Buyer Home Owner Pre Sale Active Seller Establish Criteria Refine Criteria Write Offer Settle In Agreements Open house Share Criteria Express Interest Negotiate Maintenance Improvements Upkeep + Monitor Find Keep Track Contingencies Upgrades Stage + Photos Review Offers Consume Share Closing Monitor Equity Negotiate Compare Get More Info Contingencies Go Visit Closing Find Agent Communicate with Agent Organize Finances
  26. 26. Impact of user journey maps • Identify core UX goals • Discover unmet needs
  27. 27. [ PHOTO PLACEHOLDER ] Scorecards Evaluate user’s ability to achieve their goals with the products and services. ● Start with a user journey map ● Measure your experiences ● Triangulate
  28. 28. Our scorecard questions 1. What are your goals? 2. Describe the actions you’ve taken or plan to take, including your experience with our services. 3. Have you been successful in achieving your goals? If not, how can we help you succeed? 4. Describe your personality.
  29. 29. Casual Browser Active Browser Active Buyer Home Owner Pre Sale Active Seller Establish Criteria Refine Criteria Write Offer Settle In Agreements Open house Share Criteria Express Interest Negotiate Maintenance Improvements Upkeep + Monitor Find Keep Track Contingencies Upgrades Stage + Photos Review Offers Consume Share Closing Monitor Equity Negotiate Compare Get More Info Contingencies Go Visit Closing Find Agent Communicate with Agent Organize Finances
  30. 30. Casual Browser Active Browser Establish Criteria Refine Criteria Share Criteria Express Interest Find Keep Track Consume Share Compare Get More Info Go Visit
  31. 31. Casual Browser Active Browser Establish Criteria Refine Criteria Share Criteria Express Interest Find Keep Track Consume Share Compare Get More Info Go Visit
  32. 32. Casual Browser Active Browser Establish Criteria Refine Criteria Share Criteria Express Interest Find Keep Track Consume Share Compare Get More Info Go Visit
  33. 33. Impact of scorecards • Prioritization of work • Release criteria
  34. 34. [ PHOTO PLACEHOLDER ] UX Principles Identify fundamental truths necessary for successful experiences. ● Make video clips every time you discover an insight ● Qualitatively analyze clips to determine themes ● Tie themes to UX
  35. 35. UX Principles Help users move forward in their journey • Especially as their needs evolve
  36. 36. UX Principles Help users move forward in their journey • Especially as their needs evolve • Especially as they struggle to make decisions
  37. 37. User Stories User Journey Maps Scorecards New research deliverables UX Principles
  38. 38. [ PHOTO PLACEHOLDER ]
  39. 39. Thank you
  40. 40. Questions?

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