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SoCiti
A mobile app where homeowner landlords list properties, screen applicants, and onboard new tenants.
My Role:
End to end UX/UI Designer
Zoom, Figma, Google Workspace
Tools Used:
Responsibilities:
User Research, Competitive Analysis, Wireframing, Prototyping, Usability Testing.
Background
Homeowner landlords also known as "mom and pop" landlords make up 20 million of the 50 million rental unites in the United States. However they find it challenging to secure truthful tenants that can pay on time, and respect their property.
With the increase of rental fraud over the past several years, homewoner landlords are faced with the challenge of finding and securing qualified tenants . SoCiti needed to determine what solutions could be created to create a high level of transparency for homeowner landlords when screening applicants.
Challenge
By gaining understanding of users leasing processes and behaviors, I set to determine what features could be created to address the application and screening process for homeowner landlords.
Methodology
DESIGN PROCESS
Empathize
Competitive Analysis
User Research
Define
Personas
User Journey
Test
Prototype
Usability Testing
Design Iterations
Ideate
Site Map
User Flow
Design
Mid Fidelity Wireframes
Style Guide
Branding
Phase One: Empathy
Research Goals:
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Determine how homeowner landlords advertise and list their properties.
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Understand what companies/technology are currently in the market.
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Determine the applications and screening process and its challenges.
Methodology:
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1 on 1 User interviews
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Competitive Analysis
User Interview Results
I conducted user interviews virtually and ascertained vital insights about users experiences and pain points:
Participant Profile
5 Homeowner Landlords
Located on the east coast of the United States.
A minimum of 1 multi-unit property
In possession of the property for a year or longer.
*Notice: All interviews were recorded via audio and/or visual devices. Prior to participating users agreed to be recorded.
Interview Highlights
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2 out of 5 participant's properties were owned by an LLC/Corporation.
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5 out of 5 participants indicated that they worked full time.
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3 out of 5 participants indicated they use a screening service along with a supplemental application.
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1 out of 5 participants indicated using a property management company.
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2 out of 5 participants indicated they didn't know where to begin looking for tenants.
Full User Experience Interview Notes
Competitive Analysis
BACKGROUND
Avail is a platform that provides landlords resources to find tenants, view credit history, sign leases and collect rental payments on any device. Avail is a part of the realtor.com network.
One Click Rental Listings - Landlords are able to create one rental listing that is syndicated across a dozen rental sites.
Online Applications & Screenings - Request, and review rental applications from prospects. Their reports include credit, background and eviction checks.
Rental Lease Agreements- Access to lawyer reviewed, state specific lease agreement templates. Avail also includes a feature for e-sign.
CORE FEATURES
Two subscription levels - unlimited which is free, and unlimited plus with is seven dollars per unit, per month.
ACCESS
BACKGROUND
TurboTenant prides itself on landlords “self-managing” their rental properties. They also boast being the “one-stop shop” for finding and managing tenants.
Rental Listing - Allows users to posting a listing on TurboTenant in less than 10 minutes. Then TurboTenant sends the listing to sites that have high-intent, and high quality leads.
Rental Application & Screening - TurboTenant boasts on their detailed, easy-to-read applications. The application includes a screening report that is covered by the tenant. The screening includes the standard background, credit, and eviction checks.
Lease Agreements - The landlord is prompted to use TurboTenants, fill in the blank tool which they claim simplifies customizing and adjusting the lease agreement.
CORE FEATURES
ACCESS
Two subscription levels free and premium, the premium version is $9.92/month and billed annually. With the free version, there are additional purchases. The is a $59 charge per lease.
There are additional cost to the tenant. Within the free subscription the tenant will pay approximately $270 in fees after rent and utilities.
BACKGROUND
RentCafe is a platform, that is a product of Yardi Services. RentCafe’s motto is “List it. Show it. Lease it.” RentCafe places a high focus on listing properties on their platform’s Internet Listing Service (ILS). Yardi is geared towards landlords that have property management companies and or larger portfolios.
Listing - This is one of RentCafe’s hallmark features is listing, so much so they offer a website builder to attract and capture prospects.
Documentation: RentCafe provides users with access to their lease docs , which are industry stand lease forms that are specific to the location of the rental property.
Chat Smarter: They incorporate the use of an AI powered bot that can chat, text, and email.
CORE FEATURES
There is no free trial however only offer premium plans. Interested landlords have to contact RentCafe for a quote or demo.
ACCESS
Phase Two: Define
Persona
With the insights gathered from the user interviews, and a successfully affinity
Meet Alex, the landlord
User Journey
After two unsuccessful previous application screening experiences, Alex is now looking for a new tenant to occupy one of her available units. Alex begins researching and sets a plan of action.
SCENARIO
EXPECTATIONS
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List her property on a leasing platform
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Screen two applicants and make an offer
Phase Three: Ideate
Scope:
A smart phone app where homeowner landlords can access foundational resources for their lease(s).
Based on my user interviews, journey mapping, and competitive analysis I gained a clear understanding of the foundational offerings in the market. I generated a list of three main features that would be needed for a minimum viable product.
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List properties
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Review & screen applicants
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Lease Offer
Site Map
Once I identified the P1 (priority one) features, I built the site map around those features and placed them in the navigation:
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Dashboard
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Properties
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Applicants
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Prospects
Once I established the site map and navigation, I articulated how the user would venture through the app. I created three primary user flows based on the P1 features.
User Flows
User Flow: Add Property
User Flow: Sign Up
User Flow: Offer
User Flow: Sign Up
Click flow to enlarge.
User Flow: Add Property
Click flow to enlarge.
User Flow: Offer
Click flow to enlarge.
Phase Four: Design
Mid-Fidelity Wireframes
I created a mid-fidelity wireframe that focuses on the paths outlined in the user flows. The Mid-Fi wireframes were also influenced from the research I previously conducted in the competitive analysis. I achieved my goal of balancing industry standards, while accessing opportunities for innovation.
High-Fidelity Wireframes
After I successfully created the component library and the design system, I created the high fidelity designs. The designs were created based on the user journey using SoCiti.
Create account
When creating their account, users access a tailored experience that unlocks features that will support their efforts as a landlord. These features included property ownership, property location, application and lease start up support.
Add Properties
Once the user has created their account, the users can access the "Properties" tab where they're encouraged the add their first property. The property can be a single unit or multi-unit. The "properties" tab also features industry leasing listing criteria.
Review Applicants
Each property listing features the listing details, property applicants, and any offers the user has made to an applicants. The applicant profile features details from their application, and the user has the ability to easily review application details.
Offer
The offer features, allows landlords to offer applicants the lease on the landlords terms. The landlord can set the move in date, security deposit, first months rent and more. Landlords can also set an offer expiration date in order to keep the leasing process going.
Phase Five: Usability Test
Testing
User testing was a vital phase in the process. It contributed valuable insights to the user flow and user interface. During the usability testing, five individuals participated.
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Users had a 91% completion rate across user flows.
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The adding property user flow was identified as an opportunity for improvement.
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Reviewing the applicant's application received positive specific feedback due to its streamlined flow and ease of access.
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All in all, users found SoCiti to be a straight forward tool, that had seamless navigation and depth of information.
Iterations
Before
4 out of the 5 users reported confusion related to the login /sign up modal, since there was a delay in the login/sign up modal. This was an intentional animated delay to catch the users attention.
After
Problem
Solution
I removed the delay and immediately included the login and sign up modal on the screen.
Before
After
Problem
During the "add the property" journey on the review listing screen, 2 out of 5 participant specifically asked if it is possible to view the property photos. The remaining 3 did not mention additional property photos.
Solution
I added forward and reverse arrows on the left and right of each photo to indicate interaction and added horizontal scroll indicators below the photos.
Before
After
Problem
Solutions
I added an "offered badge" within the applicant list view cell.
When reviewing the list of applicants, 3 participants indicated, if there was the ability to see if applicants had been made an offer.
Concluding Results
Impact of Solution
By offering a universally accessible platform that features step by step property listings, and detailed applicant information, SoCiti has the potential to reduce the amount of time new and seasoned homeowner landlords spend on listing, screening, and accepting applicants.
Next Steps
User Experience Design
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Conduct another usability test to obtain feedback on the ideated updates.
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Conduct accessibility of the the latest prototype to ensure that visual elements follow the Web Content Accessibility Guidelines (WCAG).
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Create the prospect/applicant experience along with the universal SoCiti application.
Business Development
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Work with Experian to obtain API's for credit report and background screening.
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Connect with Rocket Lawyer to get landlord support with leases and secondary applications.