design leadership @ ten-x

My role

  • Product Design Manager / Acting Head of Design

  • Coach / Mentor

 

overview

The product design team shipped the first mobile-first native app, rebranded the Auction.com line of business, redesigned commercial seller/buyer/broker dashboards, and conducted their first design sprints.

mobile-first native app - xoey

Research & Insights

User research and data analysis with home buyers and agents revealed a key user need, expressed as a Job Story.

  • When I have done some background work and feel ready to buy my first home, I want to get expert help so I make the best choice for my family.

Branding exercise

Branding exercise

White-boarding flows

White-boarding flows

Customer Journey

Detailed mapping for new buyer-agent in-app chat feature.

Detailed mapping for new buyer-agent in-app chat feature.

Overview of app onboarding flow

Overview of app onboarding flow

First Time User Experience Flow

First-time user experience

First-time user experience

Clickable Prototype (by Joe Bromley)

 

dashboards for commercial real estate sellers/brokers/buyers

Research

The team conducted over thirty internal and customer interviews. I recommended a rigorous, structured approach to coding the data to find insights.

Top themes identified by user research

Top themes identified by user research

Needs

The team identified four key data-needs from the research:

  • Properties I am interested in or are selling

  • Status of marketing for my property

  • Potential buyers for my property

  • Data-based insights for portfolio management

Design Sprint & Wireframes

The team took the problem statements and conducted a Design Sprint to create a vision for a unified dashboard for all three customer profiles. We started with grayscale mockups to use in concept testing before creating a full-color vision to pitch to the executive team.

IMG_3507.jpg

Journey Map

Design Evolution

Property Overview Grayscale.png