MACHIOUD
SANNI
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
MACHIOUD
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
(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.)
This project wasn’t straightforward; it involved addressing the needs of two distinct audiences—homebuyers and builder companies.
Our challenge was to balance these often conflicting needs while collaborating across multiple teams, including product, design, engineering, marketing, and legal. The scale of the project was significant as the New Construction Homes page played a critical role in driving both user engagement and revenue for our department.
I began by evaluating our competitors’ platforms, using Google Analytics and Mixpanel to collect measurable data points such as task completion rates and click-through metrics. This initial step provided a clear baseline of performance.
I conducted usability testing with 200 participants (homebuyers and builder representatives) on UserTesting. This revealed critical pain points in navigation and functionality.
In-depth interviews with 20 homebuyers and builders provided qualitative insights into their goals and frustrations. Additionally, I deployed two large-scale surveys (500 participants) via Qualtrics to validate these findings quantitatively.
I analyzed user behavior on the platform to identify drop-off points, inefficiencies, and other usability concerns. This helped triangulate the insights gathered from interviews, surveys, and usability testing.
Working across teams, I synthesized the findings into actionable insights. I collaborated closely with the product, design, and engineering teams to ensure that the insights were translated into design and product decisions.
The research for this project involved a combination of methods to ensure a 360-degree view of the problem
Using Google Analytics
and Mixpanel, I compared our platform’s
performance against competitors (Zillow, Redfin, Homes.com). This data helped us identify where our platform was underperforming in terms of task completion rates and click-through metrics.
I led usability testing with 200 participants to observe how homebuyers and builders interacted with the New Construction Homes page. The testing focused on navigation, search functionality, and how easily users could find relevant information.
I conducted qualitative interviews with 20 homebuyers and builders to gain deeper insights into their needs, expectations, and pain points. These interviews helped us understand the context behind the behaviors observed in usability testing.
To validate qualitative insights, I deployed two large-scale surveys with 500 participants to capture broader trends and provide quantitative data on user behaviors and preferences.
By analyzing platform data, I pinpointed specific friction points where users were dropping off or struggling to complete tasks. This helped us prioritize areas for improvement in the redesign.
INSIGHTS
Our analysis revealed that our navigation was less intuitive compared to competitors, and the search functionality was overly complex. These factors led to higher friction and lower task completion rates.
Builders expressed a strong desire for more engaging features, such as dynamic pricing updates, virtual 3D home tours, and AI-driven redesign tools. They wanted tools that would make their listings more interactive and informative, which in turn would help them sell homes more effectively.
Homebuyers, on the other hand, valued real-time, accurate information. The competitive analysis showed that users were dropping off during key steps in the search and navigation process, which reinforced the need for a simpler, more intuitive design.
One critical finding was how aligning the needs of homebuyers and builders could create a mutually beneficial solution. By incorporating real-time pricing updates and interactive features like 3D tours, we could meet both groups' needs—helping builders showcase properties and allowing homebuyers to make informed decisions quickly.
The navigation structure was reworked to be more intuitive, reducing user confusion and making it easier to find key features.
We incorporated features that directly addressed builder needs, including real-time pricing updates, 3D virtual tours, and AI redesign tools.
We optimized the search functionality to reduce friction and improve the user flow.
My role expanded beyond just research—I acted as a bridge between teams, ensuring that research insights were effectively translated into actionable design and product decisions. I also collaborated closely with engineering to align timelines and deliverables.
IMPACT
The redesign of the New Construction Homes page led to significant improvements in both
user experience and business outcomes:
- User retention increased by 25%, indicating that users found the new design more engaging and easier to navigate.
Revenue Boost
- The project resulted in a 15% quarter-over-quarter revenue boost over the last two quarters, validating the effectiveness of the design changes.
- We received positive feedback through NPS and CSAT scores from both homebuyers and builders. Both groups felt that the platform better supported their needs, which helped solidify Realtor.com’s position in the market.
Balanced Solution
- I’m particularly proud of how we balanced the needs of both homebuyers and builders. By addressing both audiences' goals, we delivered a solution that added value for all stakeholders and enhanced overall user satisfaction.
- Stephanie Embry - Product Designer
- Machioud Sanni - Researcher/Strategist
- Tonja Hardyman - Product Manager