Roomview Technologies
SaaS Platform • App • Features • Landing Pages • Content Design • Media Templates
Designing a Comprehensive Marketing & Lead Capture SaaS at a Real Estate Startup
Role
Product Designer
UX UI Designer
Duration
Aug 2019 - April 2022
Deliverables
Usability Testing
A/B Testing
User Research
Use cases & customer journeys
Comp/Comp Product & Platform Analysis
High-fidelity Mockups
Site Map & architecture
Developer & Marketing Assets
Product & feature optimization
High Fidelity Prototypes
Main Responsibilities
Feature development & onboarding
User research to guide enterprise structure
Social media auto-sharing calendar platform
Lead capture & management system
User segmented dashboards & landing pages
Conversion focused landing pages
Web & mobile app
Responsive website
Use cases & customer journeys
User flows to capture leads from video, content posts
Templates for user branded content
Cross team collaboration & design team coordination
Maintaining cohesive style guides & documentation
A SaaS platform for real estate agents with branded-to-them content for social media
Overview
Roomvu is a startup in the real estate space. I prototyped and tested different MVPs to solve different marketing needs for real estate agents in the beginning stages. Automatically branded market updates for agents to post on social media started gaining traction. This quickly transformed into a full fledged social media content calendar with auto branding and publishing/scheduling. Content included real estate stats, news, homeowner tips, lead generation forms, and awards. This, combined with previously established listing photography services, made Roomvu a comprehensive marketing tool for real estate agents.
Calendar automatically scheduling branded social media posts, utilizing AI to pick relevant posts based on agents’ locations
Overarching Goals
Create Revenue Generating Products
Build and simplify web platform and app as the features multiplied
Test products to track engagement and conversion rates
Educate users on using the platform, increasing signup and reducing bounce rates
Continue to refine style guide as the company evolves
One of the many heatmaps that informed user flow, UX writing and enterprise structure
Testing viable business products, converting free users to paying recurring customers, and developing new features targeted to the needs of real estate agents
Designing for new user segment, focusing on reducing bounce rate and increasing signup
Designing for returning user segments, focusing on converting to paid users and adding value
A free user is shown all the social media actions available with paywall, balancing freemium value and upselling
A few Challenges
Non-Techy Target User & Content Overload
There wasn’t any one comparative platform to do comp/comp analysis on
Needed a simple way to display a lot of content and make it convenient to share on multiple social media and messaging platforms
Many different user journeys and functions, as well as local regulation differences
Target users are not yet savvy with social content and scheduling platforms
The mobile app design consolidated the top features for users to seamlessly run their social media on the go, which was important for real estate agents
Solutions
Social Content Calendar App Platform
Tested different products, user flows, to discover where value could be added
Once MVP proved successful, expanded into auto-shared and branded content to social media of choice
Ran comp/comp analysis on different platforms to integrate different features into one comprehensive app including content, scheduling, Facebook Ads, and more
Continually user tested and tracked bounce rates to simplify designs and improve usability
Wrote and tested clear UX writing that spoke to target audience
Separated users into segments and designed targeted user flows to increase value added and conversion rates
Pushed out value driven features focusing on agents’ pain points, such as smart Facebook & Instagram ads, with examples, onboarding, and education within the platform and landing pages
This design introduced a brand new feature to agents - Branded Facebook and Instagram story ads, and it successfully brought in a big chunk of monthly revenue