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•A significant portion of this work received approval from both product and business stakeholders and was in the planning phase for deployment after the end of my internship.
•Users pointed out that the new designs not only impressed them aesthetically but also left them feeling highly satisfied. Additionally, some users noted an improvement in their comprehension when testing the updated designs.
OVERVIEW
What are title services and closing?
Title services facilitate confident home purchases by reducing unforeseen risks, while closing marks the official transfer of property, including fund transactions. Titlegenius facilitates these services to ensure a smooth closing by verifying a clear and legal property title for the new owner.
TLDR: This UX case study outlines my journey to enhance the title quote and order placement processes for Titlegenius, addressing issues related to complexity, unnecessary steps, and design inconsistencies.
User Experience Designer
Designed iterations of low and high fidelity wireframes.
Designed Journey & experience maps.
Tools
Figma
UserTesting
Miro
User Researcher
Led the Heuristic Evaluation and uncovered usability issues.
Gathered insights through comparative analysis.
Drafted usability test plans and scripts.
Facilitated moderated and unmoderated interviews.
Timeline
May 2022 - December 2022
During my internship at Radian, we observed that users were encountering difficulties when trying to get a title quote, subsequent onboarding and order placement. They faced challenges in understanding certain key product functionalities, and a complicated onboarding experience only aggravated the situation, resulting in low user engagement.
RESEARCH
Through extensive heuristic evaluation, unmoderated user interviews and data analysis, I learned that the entire title order placement process was confusing and overwhelming because of unnecessary complexity and steps along with lack of guidance. The process had to be simplified!
Heuristic Evaluation
Evaluated the end-to-end title order placement process.
Unmoderated User Interviews
Drafted a usability test plan to interview home buyers and real estate agents to understand the problem space.
Data analysis
Qualitatively analyzed the data with the UX team to uncover trends.
Lack of Understanding
Users mentioned finding the closing process stressful because they lack a clear understanding of the process itself. This lack of comprehension contributes to their anxiety.
Complexity
Users reported that there were too many steps and an overwhelming amount of information to navigate, making it difficult to feel in control.
Lack of Guidance
Users felt a lack of guidance from the interface. This absence of detailed instructions or assistance compounds their stress.
60+
Screens evaluated.
20+
Critical usability issues identified and resolved.
Get a quote
Streamline the user experience for obtaining a title quote, eliminating challenges due to design inconsistencies.
Create Account
Revamp the flow to reduce unnecessary steps and simplify the registration process for new users.
Place Title Order
Redesign the flow to make it more intuitive and reduce the number of steps to ensure a quicker experience for users.
DESIGN
In this project, the design process was a critical component of our success. We followed a structured approach that encompassed conceptualization, wire-framing, prototyping, user testing, and iterative design.
Inspired by our research findings and industry benchmarks (comparative analysis), we conceptualized a solution focused on simplicity, clarity, and user-centric design. Our vision was to drastically reduce the steps required for obtaining a title quote and placing an order while ensuring a smooth and intuitive user journey.
With the conceptualization phase complete, we translated our ideas into tangible designs. I created wireframes and prototypes to visualize the new quote inquiry, account creation and order placement flows. The focus of this effort was on devising intuitive design solutions to streamline the processes.
RESULTS AND TESTING
I drafted a complete usability test plan to to validate the effectiveness of the new flows. User feedback was invaluable during this phase. It helped us and gain insights into what worked well and what did not. Our testing results confirmed that the streamlined 3-step process significantly reduced user friction and improved overall satisfaction.
Soon after this project, my internship ended and I was not involved in working on design iterations. The company underwent a complete rebranding, however, some of these designs can still be found at Titlegenius.com.
REFLECTION
I've come to appreciate that every stakeholder brings their unique background and goals to the table. As a UX designer, my mission is to bridge the gap between what stakeholders want and what users need.
As an intern, I quickly learned the importance of staying organized amidst a flood of new information. This helped me achieve my goals and also transformed my notes into valuable resources for future design decisions.
Working on a real estate product, unfamiliar territory for me, presented numerous challenges during my internship. Nevertheless, I emerged from this experience stronger, gaining extensive insights into both the real estate industry and the UX field. Importantly, I learned the value of seeking input from managers, peers, and stakeholders at every stage, to conquer self-doubt and prevent major missteps.
This internship introduced numerous firsts, shifting my perspective from academic UX projects to the business world. It emphasized the need to align with business demands, adapt quickly, and stay customer-focused.
