MACHIOUD
SANNI

MIXED METHOD RESEARCHER

UX/PRODUCT STRATEGIST

HUMAN FACTORS RESEEARCHERMIXED 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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02 Realtor.com New Constrution Page Benchmark Study
(PS: Due to the proprietary nature of the project and Realtor.com’s confidentiality policies, images and visuals from the project cannot be included in this case study.)





PROBLEM
The New Construction Homes page on Realtor.com was a critical touchpoint for both homebuyers and builder companies, yet it lagged behind competitors like Zillow, Redfin, and Homes.com. 

Usability gaps, inefficient workflows, and unmet expectations were leading to user drop-offs and lower builder engagement. 





RESEARCH QUESTIONS






How does the performance of our New Construction Homes page compare to competitors in terms of usability and efficiency?What are the critical pain points driving user and builder dissatisfaction, and how can we address them effectively?How can we align the needs of two distinct user groups—homebuyers and builders—while optimizing the page for engagement and conversions?




PROCESSConducted a competitive benchmark analysis of major platforms using analytics tools.Employed a combination of usability testing, qualitative interviews, and large-scale surveys for user-centered insights.Collaborated with stakeholders across product, engineering, design, and marketing to align research outcomes with actionable strategies.






METHODOLOGY
QUANTITATIVE APPROACH

Benchmarking and Analytics Tools


  • Tracked and compared task completion rates, click-through rates, and session durations across Realtor.com and competitors through Google Analytics.

    • Side-by-side analysis of features, design patterns, and usability heuristics between all the sites.

    • Evaluated core areas like navigation, search filters, visual hierarchy, and accessibility.

    • Compared metrics such as average session duration, bounce rates, and conversion rates.
    Surveys and Behavioral Data


    • Deployed 2 large-scale surveys (500 participants with a 25% completion rate) using Qualtrics to quantify user preferences and pain points.

    • Leveraged behavioral data to identify drop-off points and optimize page efficiency.




    QUALITATIVE APPROACH

    Usability Testing


  • Conducted usability testing with 200 participants (homebuyers and builders) via UserTesting to identify navigation pain points and functionality issues.

  • Metrics such as time-on-task, success rates, and error counts provided objective measures of usability.
    •
    User and Builder Interviews


  • Conducted in-depth interviews with 20 participants, including both homebuyers and builder representatives, to contextualize quantitative findings and uncover unmet needs.

  • Builder interviews were critical for understanding business goals and aligning platform features with their priorities.










    • KEY FINDINGS AND  
    INSIGHTS    Competitive Gaps

  • Realtor.com’s navigation was less intuitive, and its search functionality overly complex compared to competitors.

  • Analytical metrics revealed a 20% higher drop-off rate at key navigation points compared to competitor platforms.





    • Critical Pain Points 

  • Usability testing showed a 30% failure rate in task completion for finding specific builder information.

  • Builder representatives highlighted the absence of dynamic features like real-time pricing updates and more advanced 3D home tours.




    • User Priorities

  • Surveys indicated that 70% of homebuyers ranked real-time, accurate information as the most critical feature for decision-making.

  • Builders emphasized the need for tools that enhance property visibility and engagement.








    • ACTIONS TAKENPage Redesign

  • Simplified navigation structure, informed by A/B testing results, reduced cognitive load and improved task completion rates by 25%.

  • Integrated builder-driven features, including real-time pricing updates, adanvced interactive 3D tours and AI Renovation Designer using insights from interviews and surveys.




    • Search Optimization 

  • Streamlined search functionality, reducing user friction by aligning with user expectations uncovered during usability testing.




    • Cross-Functional Collaboration


  • Bridged gaps between cross-functional teams to translate research findings into actionable design and product strategies.







    • IMPACT


    Quantitative Success

  • User retention increased by 25%, and quarter-over-quarter revenue rose by 15% in the two quarters following implementation.

  • Usability metrics like time-on-task improved by 20%, validating the redesign’s effectiveness.


      • Qualitative Feedbacks 

    • Positive responses in NPS and CSAT scores indicated that both homebuyers and builders felt their needs were better addressed.

    • Builders reported an  increase in property inquiries, showcasing improved alignment with their business goals.
      • Holistic Value Delivery

    • Successfully balanced the needs of two distinct user groups, creating a platform that fostered mutual value for homebuyers and builders alike.







      • TEAMS
      • Stephanie Embry - Product Designer
      • Machioud Sanni - Researcher/Strategist
      • Tonja Hardyman - Product Manager  (New Homes)
      • Mark  Ramsey - Product Manager (Finance)
      • Elizabeth Sartain -  Director (Legal)
      • Raj  Eli -  Sr Manager  (Engineering)



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