Outdated and does not meet users requirements

When I first joined GetAgent, a number of clear usability issues were apparent with regards to the agents dashboard – mainly because the dashboard was “designed” by the tech team and and had no form of testing or research had been done. Resulting in an unusable platform that did not meet users needs.

Making matters worst many agents did not know the dashboard existed as GetAgent was not sending agents enough leads at the time to make use of the platform.

After conducting user interviews and testing the original platform, here is what was found:

1. GetAgent was providing very valuable data to agents but it was displayed in a way that estate agents were unable to comprehend – Once the data was explained to agents they were positively surprised.
2. Estate agents already have in-house CRM systems as well as Zoopla and Righmove’s dashboard – It is not appealing to agents to have another dashboard.
3. Users require more from GetAgent and did not see the value in the product – especially as they are only receiving 1 -2 leads a month from GA
4. As a whole the dashboard did not meet users needs, 90% of users suggested that GetAgent provides more leads and insights to help agents win leads.
5. Participants found it easy to navigate around the dashboard, but found the design, especially the hierarchy and layout of pages to be confusing and off putting
6. Most agents were only aware of one or a few features on the dashboard and did not utilise it to its full extent as a result. This issue is compounded by most users being high level directors or branch managers who do not have the time to sit around and discover what is on there.
7. Agents did not understand nor value the data being provided to them, until it was explained.
8. Users did not know how to use the platform

Dashboard tab

Aim: To be the central hub of the dashboard, and provide a overview of the estates agents performance.

Most agents did not notice majority of the components on this page. All agents commented on the data provided as they found the data ‘interesting’ but not useful as they either weren’t sure what to do with it. Agents have asked for actionable data to help them win more business and/or leads.

Improve stats tab

Aim: GetAgents data on agents is limited, the company does not have all the agents sold properties and without this page the stats GA shows users may be inaccurate.

This tab was well received by estate agents, but it was found that agents were nervous about interacting with this tab – as they thought if they updated GetAgent on properties they had sold they would also be changed for those property sells.

Vendors tab

Aim: To provide agents with the data they need to be improved at the home sellers valuation

85% of agents who participated in research found this  tab to be useful, whilst other did not. A common statement made by  all agents was that they didn’t want to duplicate work it was clear that most agents were just taking the vendor details and inputting the info into their own CRM system.

Instead of making estate agents lives easier, like this tab was original “designed” to do –  the tab actually creating extra work for agents.

Other insights about this screen was:

1. The “more details” CTA was often overlooked. This CTA is important to the success of this page
2. Agents often lost leads as the page was extremely long resulting in agents have to scroll to find a lead

Rectifying usability issues

In the empathy stage agents were more interested in providing feedback on how we could improve GetAgent than answering our prepared questions. The insights provided were extremely helpful and provided a blueprint into the direction the dashboard may be heading in the future. After ideating with the wider company and having a number of meetings with the Senior Developer and CTO, it was decided that for phase 1 we would resolve the design and user ability issues and in phase 2 we would start implementing the required improvements.

Once we decided on the strategy we were going to use to tackle all the issues and user ability issues that arose, we started ideating, brainstorming and wireframing as a team.

Iterations and the final design

After user testing the above designs, we found that their were a few more iterations that required changes all of which were copy related.

There were also a number of small tweaks that had to be made, as the dev team ran out of time towards the end of the project.

Final product

On launch we found that estate agents were able to better manage their properties. Resulting in agents converting 12.5% more vendors on average. This however did not mean that always sold the properties.

The next project I led the team down was ways to help our agents handout compared to other agents, before this project concluded I made the hard decision to leave GetAgent. I am still in contact with the team and it sounds as if this project has been a great success.