An all in one property marketing platform
Spec's mission is to inspire peace of mind in sales and rentals by providing feature-rich marketing assets and verified property measurements that help agents build trust. Aiming to set a global standard for the residential property industry, I redesigned a property brochure page and analytics dashboard for estate agents.
Objective
Designing for a better customer experience and engagement.
This project was a unique opportunity to design for Spec during its global expansion. Beyond floor plans, images, and virtual tours, Spec aimed to create a revamped brochure page as a one-stop shop for listings. I also designed an analytics page for estate agents to track user engagement.
The process involved extensive market research, interviews with the sales team and estate agents to understand user needs, and testing the brochure with potential customers for feedback.
role & contribution
I led the redesign of Spec’s property brochure and analytics dashboard, guiding the project from research to delivery. My work included conducting user interviews to develop personas and identify key pain points, hosting workshops with the sales and marketing teams to align on priorities, and creating wireframes and prototypes to explore solutions. I collaborated closely with engineers to ensure the designs were technically feasible and iterated based on feedback from user testing, ensuring the final product met both user and business needs.
product-market fit
Before starting, little research had been documented on estate agents and end users. Preliminary user research was crucial to developing personas and understanding the audience. A key insight was the lack of trust in the industry due to poor experiences with estate agents. This highlighted an opportunity to emphasize Spec’s accurate floor plans and realistic images.
We identified two main customer types and found that customers generally had low expectations for online property listings. Most lacked sufficient information, leading to missed opportunities for both agents and customers, underscoring the need to refine product-market fit.
