Building a Community of Professionals for Property Owners: A UX and Brand Redesign Journey

Challenges & Solutions

We designed a mobile app featuring tools to help property owners find professionals such as Property Managers, House Managers, and Airbnb Co-Hosts in their vicinity.

Key Features:

Defining Our Users

Based on client needs and research findings, I identified two primary user groups: Property Owners and Professionals (including Airbnb Co-Hosts, Property Managers, and House Managers). To simplify, I grouped all professionals under the label "Professionals" as they shared similar app features.

User Flow Diagram

Developed user flows to outline key tasks for each user group, mapping out the overall app architecture to ensure easy navigation and task completion.

Low-Fidelity Wireframes

Started with low-fidelity wireframes to structure the design, focusing on user interactions and task flows without visual distractions.

High-Fidelity Designs

Advanced to high-fidelity designs incorporating the final look and feel of the app, aligned with the client’s expectations.

Assuming the Role of a UX Engineer

Two months after completing the project, I reviewed the progress of the development and accessed the codebase (a progressive web app built with NextJS). Many features and screens deviated significantly from my designs, with improper theming and typography implementation due to the amount of work to be done by James the developer, I stepped in as a UX Engineer helping him build out the UI part of the App.

Brand Redesign

Following the UI overhaul, I focused on the brand identity. The company initially lacked a fully developed brand identity beyond a logo. To build a comprehensive brand, I organized a Brand Strategy session with the founder. Together, we defined the brand’s mission, vision, values, and personality. I also refined the brand’s market positioning and established strategic goals. Subsequently, I revamped the logo and created brand assets for social media and other communication platforms.

Communication Assets

In addition to social media assets, I designed materials for the App Store and Google Play Store to boost the app's visibility. I also developed email templates for newsletter subscribers, ensuring consistent and engaging communication across channels.

Post Launch: Design Improvements

After launching the platform, we monitored user activities to identify drop-off points and pain areas. Here’s what we discovered:

Problem:

Property owners were sceptical about the onboarding flow, specifically the requirement for an EIN number, which hindered their initial experience with the app.

Solution:

Removed the getting started flow. Users gained instant access to the platform after signup and were informed about EIN requirements only when reaching out to professionals.

Conclusion

Working on this project was highly rewarding, providing extensive learning opportunities over the year. From initial designs to the complete app redesign and brand development, this journey significantly refined my skills and offered valuable lessons in design and personal growth.

What I learned

1. Teamwork: I learned how to communicate effectively with stakeholders from different regions and facilitated meetings with external companies for API integrations. One notable collaboration was with Checkr, a major API partner.
2. Taking Responsibility & Ownership: By recognizing the shortcomings in the initial designs and their impact on the project, I took ownership and worked on a redesign that vastly improved both the visual appeal and user experience of the app.
3. Learning New Skills: While working as a UX Engineer, I had the opportunity to learn and implement TypeScript, which had replaced JavaScript in the codebase. This shift enhanced security and coding practices. I also learned brand design principles and gained experience in preparing a product for launch.

What I’d Do Differently

1. Project Scoping: For future projects, I would prioritize thorough requirements gathering and stakeholder alignment before starting any design work. This would prevent miscommunication and design changes later in the process.
2. Design Process: In this project, I initially treated the design process as a checklist rather than a dynamic, iterative approach. Going forward, I would embrace design thinking as a flexible process to ensure a more cohesive and continuous user experience.
3. Conduct More Extensive Research: Although I relied on client insights and secondary research, I would have preferred to conduct more in-depth user research and interviews. In future projects, I will advocate for more comprehensive research to better inform design decisions.
4. Define Clear Business Goals & Metrics: In future projects, I plan to establish clear metrics and goals that align with the overall business objectives. This will enable me to track and calculate the "Return On Investment" (ROI) of the design, ensuring that the design’s impact on business returns is measurable and effective.