Dashboard & Analytics

Muze is an early-stage start up on a mission to help real estate agents showcase their property listings using their website builder.
I led a team of 3 product designers to create an MVP for a dashboard and analytics page, providing real estate agents with a centralized platform to manage their listings and analyze their site's performance data.

ROLE

Lead product designer

DURATION AND FORMATS

7 weeks for desktop and mobile

Problem

Real estate agents are missing opportunities to efficiently show listings and close properties. The job of a real estate agent juggle multiple responsibilities including marketing, client relations, and property management.
How might we help real estate agents identify opportunities that allow them to track and manage their listings on one platform?
Solution
‍Provide real estate agents with a simple dashboard and analytics page that will act as their home base to view data and take action.

How we got there

Research

I analyzed companies who focused on data visualization, website builders, and property listings. Using the client's user research, I discovered what's important to a real estate agent's motivation and goals. This information helped guide design decisions and how the designs should benefit the user.

‍

Which metrics will help users close more listings?

For this MVP, the client wanted to create a foundation of key metrics that was most applicable to the user's needs. Due to our timeline and scope, 6 metrics were selected to track the website metrics and the user's performance goals.

‍

  1. Leads - hub for all form responses from the site.
  2. Traffic Overview
  3. Traffic Sources
  4. Search Keywords
  5. Form Conversions
  6. Geography

Design process

Once the user goes through the onboarding process and creates their site using our website builder, the user will have the ability to view their metrics from 2 places – the analytics page or dashboard. 

The goal is to design for simplicity so that users can quickly access and analyze the data so they can focus on what's important — selling their listings.

Analytics iterations

Constructing the analytics page
The goal of data visuals is to make it easier for users to comprehend the information being shown. The following iterations will show the design decisions made to create each of the metrics shown on the analytics page.
1st iteration: finding the right pair
Similar to A/B testing, I paired visuals with each metric until I found the right match. The goal of finding the perfect match was for users to quickly understand the data being shown.
2nd iteration - defining information hierarchy
I finalized the chart type and added functions to drill down into the data such as date ranges and the ability to compare their listings.
Final design
Make it easy for users to read information with proper visuals and functionalities that highlight the user's property listings.

Dashboard iterations

Building the dashboard
Initially, the dashboard wasn't part of the scope, but was added post-research to address the user's need to quickly view time sensitive information.

By adding the dashboard, users now have a central page to view high-level metrics in real time while having the option to dive deeper into supporting metrics with one click.
01. Defining the dashboard's purpose
Defining the dashboard's purpose was the first step.
The initial approach was to make this dashboard a one screen overview of some of the analytics metrics.
02. Rethink the dashboard's purpose
Changed the dashboard intention from highlighting performance metrics to a home page where real estate agents can take action by showing visitor inquiries, home details, and upcoming showings.
Final design
An MVP dashboard that surfaces actionable data for real estate agents.
Usability testing
All 6 users found the visuals helpful and quickly understood how to navigate through each page. Real estate agents provided feedback on how to make the second iteration more impactful for them and their role.
Finding #1
5/6 users didn't find value in the global view. With this feedback, I archived this design to explore a local version.
Finding #2
6/6 users wanted more context on metrics. I added helper text to eliminate confusion.
Finding #3
6/6 users wanted more context on metrics. I added helper text to eliminate confusion.

Prototype

Real estate agents can now manage and track their website metrics on the Muze platform.

Learnings

There were still a few new pain points that were uncovered from usability testing that I found that would further enhance the user's experience. Below are some questions I wanted to tackle if given more time: