InfoEdge | Createxion.com

Understand

Context

Understand

Context

Secondary

Research

Secondary

Research

Primary

Research

Primary

Research

Identify &

Define

Identify &

Define

Ideation & Solution

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Resume

Infoedge - 99acres, Noida

Property Posting Form UX

UX Designer | Summer Intern

Duration: 2 Months

The Story experiment

Finding out the best way to explain my projects using

Instagram Story format and to effectively communicate

my work in short duration

Property Agent | 99acres

99acres

Overview

The majority of the listing on the 99acres platform are still hosted by users(Listers). To do this they have to fill PPF(Property Posting form). Making it the most important and the backbone structure to 99acres

The Process

Understand

Context

Secondary

Research

Primary

Research

Identify &

Define

Ideation & Solution

Context

Design Brief

Understand the difficulties while listing a property on 99acres and use these insights/touchpoints to redesign the experience of form for posting the property.

Team

Rinchan Gupta| EVP Design
Ajay Kumar | RM
Smita Mittal | Lead Designer | Mentor
Abhisek Bagaria | Lead Designer | Mentor

Uniqueness I Offered

1 year of experience in Property Visualization
Experience of Designing VUI/ VUX Experiences
Background as an Interaction Designer
Rapid Prototyping skills and Usability Testing Experience

Context

Buying a property vs renting is a never-ending debate, but the outcome depends largely on your income and circumstances. If you’re looking to move house, and want to find a suitable rental property or shared accommodation, 99acres can help you find the right fit.

The 99acres app, which is free for Android users, allows you to browse properties for rent, purchase, along with high quality pictures, videos, and maps.

However, the majority of the listing on our platform are still hosted by users(Listers). To do this they have to fill PPF(Property Posting form). Making it the most important and the backbone strcuture to 99acres

Why Form UX is so important for 99acres?

Property Posting Form is the backbone in the functioning of 99acres. More users (Listers) post property on the 99acres website, the more listings we have, the more visitors we get.

More Property Tupples in search Result

More Listers

More Buyers and Rentee

More Happy Users of 99acres

Problem Setting/Research Question

How and what native methods people use other than online property listing to sell/ rent a property?
What are the pros and cons of other methods of listing a property?
What are 99acres' competitions?
Heuristic Evaluation of 99acres website and property posting form?
Identifying problems faced by users by ghosting their progress in a monitored test environment
Interview brokers and sellers to know more about how they help users physically sell/rent their properties?
Interview Buyers and renters to understand their intent
Analyzing drop point at various stages of property posting by monitoring trackers
What can I do as an interaction Designer to reduce the cognitive load while filling forms?

Secondary

Secondary Research

What are the methods used by people to rent/sell their properties?

Social Network

Newspaper classifieds

Brokers

Signboards

Outside Property

Word of Mouth

What I looked for?

The methods and approach
The perception and effectiveness
Information hierarchy -min info required to complete action

Key takeaway

Simplicity & Ease of execution
Time required to complete action
User inclination and biases

Before jumping into form UX, I tried reading and learning "How to design effective and simple forms?"

I came across a book Web Form Design: Filling in the Blanks by Luke Wroblewski, which held me shape my competitive analysis and Heuristic Evaluations of PPForms

Competitive analysis

Why analysis of fields in form's UX important?

More fields/ data points you collect from the user, the longer your form will be, hence increasing the cognitive load on the user and the possibility of dropping out.

99acres: Property posting form analysis

Why analysis of the field type in the form's UX important?

Because during my research I found, field types affect

The time it takes for a user to execute field
Cognitive load while choosing an option or filling text
Interaction and Ease of execution

Number of field

Compulsory

Optional

Heuristic Evaluation 99acres form

Fields to

complete the form

Minutes* to

complete

32%

Chances of dropout at stage 2

Download Report - Secondary Research

Report: Competitive Analysis

Analysis of- Ease of posting property on other websites

Primary

Primary Research

Qualitative Research | Research Methods

Observational Study

Aim: Monitor step by step progress of user while filling the form

Screen Monitoring & Analytics tool was used on live users. We monitored & analyzed 27 users while filling the form.

Avg Time was around 15min

Semi-Structured Interview

Objective: Learn about holistic problems faced by users, while also focusing on Form UX

Interviewed

2 Brokers (Buniyad Real Estate Service, Surya Properties)
2 Posters ( Seller, Renter)
2 Service Users (2 Lessor)

Summary of Primary Research

Define

Identify & Define

Identified Structured Problems

Perception of the length of the form
Time required to post your property
Property form across the platform are not consistent
Ease method of getting photos and location
Establishing a sense of satisfaction/ validation to the user that they are at the right place
Making form experience more like a conversation and personalized
Keeping user engaged & motivated
Establish with the user the benefit of asking for extra detailed information

UX Points and Goals

Illuminate the path to completion
Ensure consistent communication
Keep proper grouping
Using smart defaults for common fields depending upon previous responses
Interactive progress bar
Sparse use of select menus
Corrective messages on fields
Obvious naming of data and buttons
Provide clear information for why that data is needed
Reducing fluff in the form
One Column layout/ rework on the layout of the form

Problem Statement (to be used for ideation)

Property posting form on 99acres is lengthy, inconsistent across the platform, and fails to communicate with users the benefits of extra details that we are asking for.

Existing PPF form for comparison

It is lengthy and asks the user for 43 details to list their flat on 99acres

Still not finish!!

Omg! how long is this form!!

When will this end!!!

Solution

Ideation & Solution

Explorations

Responsive Listing

Dynamically show the user how his listing would look on the 99acres website search result page.

This would motivate them to put effective and lucrative details

Editable property posting page

Allow/ expose the user to micro-design the whole page with the realtime editor. Allowing user (Builders) design custom, brand-centric designs and host it on 99acres.

Sharable personalized card

After successfully posting property we provide the user with a sharable card which they can share from their side with their contacts or in some group.