Local Agent Finder
UX FLOW
LocalAgentFinder sought to increase conversion rates by transforming the experience for homeowners beginning their journey to sell. The project focused on the critical early consideration stage, where building trust and reducing uncertainty is paramount to guiding users toward connecting with an agent. My role involved leading the UX strategy and redesign of the end to end flow, balancing user empathy with clear business objectives to create a more confident and effective journey.
The Challenge
Converting Hesitation into Action
Overcoming user anxiety and uncertainty during the initial research phase, where homeowners are reluctant to commit personal information.
High Stakes Decision Making
Designing for a major, emotional life decision, selling a home, requires building significant trust within a digital experience.
Identifying Critical Friction Points
Pinpointing exact moments in the existing flow where a lack of clarity or reassurance caused abandonment.
Streamlining a Complex Process
Simplifying an overwhelming amount of information and steps into a digestible and guided path forward.
The Solution
I designed a streamlined, user-centred flow that prioritises trust and transparency, directly addressing key friction points to build user confidence and guide them toward connection.
The Benefits
Increased Conversion Rates
A streamlined, trustworthy flow directly translates to a higher number of successful agent connections.
Enhanced User Confidence
Homeowners feel supported and informed, reducing anxiety and building positive brand association.
Reduced Drop Off
Strategically addressing friction points creates a smoother journey, keeping users engaged until the moment of value.
Data Driven Lead Qualification
A more intuitive flow gathers higher quality user information, providing better matches for agents.
The Approach
My process was centred on deep user understanding and an analysis of the existing experience to inform strategic design decisions
EMPATHY MAPPING
I began by creating an empathy map to synthesise user attitudes and pain points. This was crucial for understanding the emotional state of a homeowner, their fears of being spammed, uncertainty about home value, and need for reassurance before committing.
CURRENT FLOW AND FRICTION ANALYSIS
I conducted a thorough audit of the existing user flow to visually highlight critical drop off points. Key issues identified included:
Premature Data Request
Requiring extensive personal information before showcasing any value created immediate user scepticism.
Uncertainty Points
Ambiguous questions like "what’s most important to you in an agent" added cognitive load and hesitation early in the flow.
Lack of Progress Transparency
A small, insignificant progress bar failed to communicate that the platform was actively working for the user.
The Outcome
I delivered a high fidelity prototype that reimagined the flow with a focus on building trust and momentum. Key design decisions included:
Trust Building Copy and Transparency
Introduced clear, confident microcopy to reassure users and set expectations. A prominently enlarged progress bar was added to visually communicate action and reduce perceived wait times.
Reduced Friction and Cognitive Load
I streamlined the initial questions, removing non essential fields to accelerate users to the value proposition faster and minimise early drop off.
Confidence Building Features
Incorporated a home value calculator to address a key user uncertainty directly within the flow and provide immediate, tangible value.
Credibility through Badges
Introduced a system of agent badges, for example, "Top Performer", "Local Expert", "5 Star Rated", to quickly communicate credibility and help users make more confident choices.
This redesigned experience successfully addressed the brief by creating a more guided, reassuring, and efficient journey, strategically removing barriers to connect homeowners with the right agent.
