Overview

Metrocuadrado is the main housing portal in Colombia. As a redesign process of this portal, the entire discovery stage is carried out for builder clients, those who offer new homes to their buyers.

Design Process

Problems

Metrocuadrado 's new visitors to the organization area stay on the Metrocuadrado website for less than 5 minutes, only 14% of them complete the proper sign-up, which is extremely low for a Real Estate site. Furthermore, only 16% of these visitors revisited Metrocuadrado.

Key Insights

By conducting research about Metrocuadrado's user behavior, collecting data, and studying other real estate firms' research, I quickly realized users' drop-off points. These insights helped me determine how to approach MVP solutions. So I ended up with these results:

• 86% of users drop off Metrocuadrado's website before uploading a property because the sign-up process for sellers/organizations is not intuitive.

• 24% of other users drop off the website from the landing page because of the unattractive content and the poor placement for the organization links.

• 88% of Metrocuadrado's online customers are from Colombia or using Colombian IPs, 7% are from the USA, and 5% are from other countries.

• Regarding the 86% of users dropping the site before searching for properties, 93% of them are from Colombia.

Goal

After talking with their marketing and strategy teams, we set the goal to increase the new visitors' spent time from 5 minutes to 10 minutes by improving the UI/UX of their website. Also, the goal is to have at least 5 of 10 new visitors on the organization site to at least complete the sign-up, this translates to a 36% increment regarding the current data.

User Journey

I created a User Journey to visually map the user's entire experience. This journey outlines each interaction from discovery to final action, enabling me to pinpoint key touchpoints and optimize the overall user experience throughout the process.

Solutions

Simplify the current search experience.

​Creating a streamlined search experience was key to improving user retention. My design aimed to provide the user with an entertaining and simple search experience.

Create User-focused feeds based on the user's behavior history.

Metrocuadrado's user hitmaps explain that many users drop off the landing page. So the new landing page will include more interesting and sympathetic feeds that will also help to highlight the search area.

Create a strong brand identity and visual language.

Lastly, I created a simple, yet consistent design system that can easily adapt to mobile, web, and other screens.

Wireframes

I build a better seamless experience, highlighting the sign-up button as the only CTA on screen and dividing the publishing form into 5 steps that are saved until the user finishes the process, so they can continue if they leave. The publication process is simpler and noticeably shorter, also, I added integration with the main CRMs on the Colombian market.