TEN-X SELLER DASHBOARD
Ten-X wanted to strategize an offering for existing and new customers that would help increase user engagement and the sale through rate. The team set out to define what our users wanted from the platform and where the product can improve.
Discovery and User Research
As the Product Design Lead on this project, I worked closely with the User Researcher, PM, and Marketing lead to get as much information as possible during our “discovery” phase. We interviewed and ran affinity mapping sessions with 19 internal stakeholders that included Business Operations, Executives, and Customer Success. We also interviewed 10 customers that included both brokers, buyers, and sellers. The team analyzed the data by running a coding exercise to identify top themes from both groups. The top themes were:
- Marketing strategy and activity
What is Ten-X doing to market my property?)
- Deal traction
Is the platform and marketing driving leads to my listing?
- Buyer insight
Who is looking at my property?
- Lead management
Who is most interested and likely to buy? Who has been contacted already?
Our findings also revealed that the area to focus on were sellers and brokers as they are the user group that would engage with the platform for a longer period of time, and it showed to be the largest opportunity for impact.
Balancing business and user goals
Ten-X’s business goals were to increase sell through rate and engagement. Sell through rate is determined by the number of listings that are sold. In order to do this, the platform needed to provide an experience where expectations are met for brokers, buyers, and sellers. As a broker, I want to know that Ten-X is doing all the marketing possible to get me the right buyers. I also want to know the credibility of those buyers. As a seller, I want to know how my listing is doing and the likelihood of selling. As a buyer, I want to make sure I’m paying the right price for this listing.
Hypothesis
If we can provide more insights to our sellers and brokers on their listings, they would be more engaged on our platform. They would understand the market better so that they will be more likely to meet the market on transaction day. Ten-X would also have more credibility to our sellers and brokers so the likelihood of re-listing with us would increase.
Design Sprint
Before jumping into solutions, I planned and led the company’s first ever Design Sprint, bringing together members from cross functional teams across the org. The Design Sprint was 5 days with the goal to strategize, design, and test the concept for the broker and seller dashboard. We successfully tested our concept and later became the product that launched.
Solution
The team designed a dashboard for the broker and seller that provided insights that included listing global reach and traction, total listing views, likelihood of interested buyers, and the ability to see the progress of every buyer.
Announcements
Ten-X dashboard launch
https://www.ten-x.com/company/commercial/dashboard-launch/
