The document summarizes the evolution of user experience (UX) research at Redfin. It describes how Redfin has expanded from evaluating individual product features to evaluating end-to-end customer experiences. This includes developing new research deliverables like user stories, user journey maps, and scorecards to provide a more holistic view of customers and their goals. The new approach aims to improve UX metrics and provide better insights to drive product decisions.

1. The Evolution of UX at Redfin
Tira Schwartz

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5. 8
Tira Schwartz
Principal UX Researcher, Redfin

6. The evolution of UX at Redfin
How to get more from your tests

7. introductions

8. Redfin

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. From features to experiences
a case for broader user research

11. User Stories User Journey Maps Scorecards
New research deliverables
UX Principles

12. [ PHOTO PLACEHOLDER ]
Evaluating
features
● Gain insights on features
● Improve features

13. [ PHOTO PLACEHOLDER ]
Evaluating
features
Evaluating features does not
guarantee great experiences

14. [ PHOTO PLACEHOLDER ]
Evaluating
features
● Lack insights on people
● Lack insights on end to end
experiences

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. 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. User Stories User Journey Maps Scorecards
New research deliverables
UX Principles

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. 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. 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

22. Impact of user stories
• Increase understanding and compassion
• More agile
• User stories become references in specs
and vision docs

23. [ 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’

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. 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.

26. Casual
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Upkeep +
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27. Impact of user journey maps
• Identify core UX goals
• Discover unmet needs

28. [ 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

29. 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.

30. 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

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. Casual
Browser
Active
Browser
Establish Criteria Refine Criteria
Share Criteria Express Interest
Find Keep Track
Consume Share
Compare Get More Info
Go Visit

33. Casual
Browser
Active
Browser
Establish Criteria Refine Criteria
Share Criteria Express Interest
Find Keep Track
Consume Share
Compare Get More Info
Go Visit

34. Impact of scorecards
• Prioritization of work
• Release criteria

35. [ 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

36. UX Principles
Help users move forward in their
journey
• Especially as their needs
evolve

37. UX Principles
Help users move forward in their
journey
• Especially as their needs
evolve
• Especially as they struggle
to make decisions

39. User Stories User Journey Maps Scorecards
New research deliverables
UX Principles

40. [ PHOTO PLACEHOLDER ]

41. Thank you

42. Questions?