North Star
Redesign
IN PRODUCTION
DEC 2021
KEY CONTRIBUTORS
Anna Kang | Senior Product Designer
Joana Koiller | VP of Design
Jess Watson | Director of Product
Edward Yeh | Senior Engineer III
PURPOSE
To bring clarity and alignment around our
5 year vision.
GOALS
Future proof our UX architecture so that we can add to our product suite.
Uplevel the interaction patterns to optimize for an intuitive user experience.
Create a cohesive design language system that can be used to expand to new product areas and team.
OUTCOME
Complete redesign of our web applications utilizing a brand new design system.
51% increase in unique users since release.
RESEARCH ——
We wanted to deepen our understanding of the actors, goals and processes surrounding the use of our platform. This was an essential step that allowed us to provide holistic solutions with context in mind.
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We identified and dissected our top contenders across criterias that defines a quality user experience and product offering. This included aspects such as Learnability, Design Know How, Template Options, Predictability and more.
This exercise allowed us to pin point our strengths and weaknesses in comparison to our competitors.
View Takeaways Deck -
I conducted 6 one-on-one interviews and a group user mapping session with key stakeholders across our client facing departments.
Roughly 90% of our users were our internal stakeholders. It was important for us not to only glean insight from them in regards to our client users but also to reduce our stakeholder’s pain points.
View Key User Insights -
I think it’s important to test and fail early. As soon as we formulated an early vision, I tested our prototype with 6 real estate agents.
Usability Testing Takeaways
Beta Release
December 2021
After the release
It’s important to continue ongoing behavioral research. This allows us to continually optimize the customer experience.
After the release, I ran an additional 8 usability tests specifically targeting prospective users to eliminate the preferential bias that comes into play with existing users.
Below are some highlights.
