MACHIOUD
SANNI

MIXED METHOD RESEARCHER

UX/PRODUCT STRATEGIST

HUMAN FACTORS RESEEARCHER



01 Evolving Information Architecture for New Product Vision

02 Reator.com New Constrution Page Benchmark Study

03 Hard Rock Digital Human Factors Kiosk Project












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01 Evolving Information Architecture for New Product Vision




PROBLEM
The My Home dashboard on Realtor.com helps homeowners monitor and care for their most valuable asset: their home. Recently, several new features were introduced to address a broader range of homeowner needs. However, customer feedback revealed that the one-page layout had become overwhelming, making it difficult for users to discover and engage with these features.

With more features planned to address holistic homeowner needs, the challenge was to evolve the information architecture (IA) and layout to:
    
  • Make key features easier to find.

  • Increase homeowner engagement with the dashboard to empower them to care for their home effectively.







    • RESARCH QUESTIONSHow do homeowners group and categorize home-related tasks and features?What is the optimal information architecture and navigation model for the expanded My Home dashboard?





    PROCESSExploration and Understanding:
     
    We started by gathering qualitative and quantitative data to understand how users were interacting with the current dashboard layout.    Concept Development and Iteration: 

    Using insights from the initial research, we brainstormed potential solutions for the IA, creating wireframes and low-fidelity prototypes for testing.    Usability Testing and Refinement:

     Multiple rounds of testing were conducted to refine the IA, focusing on how users navigated the dashboard, identified key features, and accomplished tasks efficiently.    Implementation and Evaluation: 

    The final IA design was implemented as part of an A/B test to assess its effectiveness in improving user engagement and reducing confusion. Ongoing user feedback was collected to inform future iterations.






    METHOLOGY

    The methods chosen were tailored to understanding how homeowners categorize tasks, group related features, and navigate through information on the dashboard.    Open Card Sorting 

    • We conducted open card sorting with 150+ homeowners to uncover how they mentally group and categorize home-related tasks. 

    • This exercise helped us move beyond traditional categories (buy, sell, rent) and revealed more holistic ways of thinking about homeownership.
    Tree Testing 

    • We tested three different IA concepts with 90+ homeowners to assess how well users could find key features and tasks. 

    • Tree testing helped us identify which IA structure was most intuitive and revealed where further refinement was needed.
    Usability Testing

    • In 3+ rounds of usability testing, we evaluated various navigational models, labels, and layouts. 

    • We focused on measuring efficiency, task success rates, and user satisfaction to refine the IA and ensure it met user expectations.





    KEY FINDINGSUncover New Mental Models

    The open card sorting study revealed that homeowners conceptualize home-related tasks in more creative ways beyond transactional categories like buy, sell, or rent.

    Homeowners naturally grouped tasks into holistic, goal-oriented clusters such as:


    • Monitoring home       value and equity.

    • Exploring local market trends.

    • Planning home improvement projects.

    • Tracking maintenance history.

    • Preparing to sell.







    Improving Value Across Stages


    The findings underscored three key phases in a homeowner's journey:

    • Pre-listing: Planning and evaluating home-related needs.

    • Extracting Value: Understanding equity, market comparisons, and financial options.

    • Active Listing: Preparing to sell and maximizing value.






    Clustering of Similar Information

    A dendrogram visualization revealed logical groupings of homeowner tasks and information, enabling the team to structure features effectively:

    • Seller Tools: Views, open house requests, comparable homes, and market trends.

    • Home Insights: Net proceeds, equity, tax history, and mortgage options.

    • Maintenance Tools: Suggested projects, rental income estimates, and refinancing.






    Optimal Level of Grouping

    Moderate grouping with clear labeling significantly improved information findability.

    Extreme grouping made navigation cumbersome, while minimal grouping created confusion.

    Key findings included:

    • Flattening the hierarchy to expose essential content directly.

    • Cross-linking related but separate topics for improved goal-oriented navigation.
















    Translate to Navigational Model


    Usability testing revealed that:

    • Tabs and Condensed Layouts provided clear pathways without overwhelming users.

    • Highlighting key insights (e.g., home value, equity, and trends) enabled homeowners to understand their situation faster.























    ACTIONS TAKENRevamped Grouping and Categorization 

    • Redesigned categories based on user mental models to simplify feature discovery.


    Simplified Navigation 

    • Streamlined navigation and reduced complexity by shifting to a modular design.
    Hierarchical Refinements 

    • Flattened certain sections to improve direct access to key content.



    Feature Cross-Linking 

    • Linked related topics for easier navigation and reduced search time.



    Iterative Design Improvements

    • Conducted three rounds of usability testing to optimize labels, layout, and feature placement.








    IMPACTThe updated information architecture was launched as part of a controlled experiment, resulting in:

    • Increased Engagement: Modules that previously had low interaction experienced a significant boost in engagement.

    • Improved Key Metrics: Contact rates for services offered through the dashboard showed measurable improvement.

    • Enhanced User Experience: Homeowners navigated the dashboard more efficiently and found relevant tools faster.




    Key Market Value Insights

    • RealEstimate™ value increased by 1.9% since February 2023.

    • Homeowners tracked equity and market value changes effectively, with metrics like:
      • Offer ranges
      • Sale proceeds





    TEAM
    • Elizabeth Ropp - Product Designer
    • Catherine Hermansen - Content Designer
    • Machioud Sanni - Researcher/Stategist/UX Designer
    • Jeremy Han - Product Manager

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