My Role:
Senior UX/UI Designer
Summary:
This project focused on redesigning the Home ASAP agent dashboard homepage and optimizing the onboarding experience to drive sign-ups and product adoption. Working with a small development team and a 3-4 week timeline, I prioritized high-impact, incremental improvements over a full platform overhaul.
Key initiatives included restructuring the dashboard around agents’ top tasks, creating and integrating a new referral program into onboarding, and designing personalized cross-sell placements based on subscription status. The dashboard serves as the central hub where real estate agents manage their listings, tools, and marketing products.
constraints
- Timeline: 3–4 weeks from kickoff to launch; worked iteratively with product and engineering to prioritize features and ship quickly.
Tech stack: Figma for design; existing tech stack required design handoff specs and collaboration with engineering for implementation.
Developer resources: Very small development team with limited bandwidth required strategic prioritization and minimal disruption to existing systems; focused on highest-impact, incremental improvements (homepage restructure, referral integration, personalized cross-sells) rather than a complete platform overhaul or full onboarding redesign.
Design system: No formal design system existed; created reusable patterns and documented components as part of the redesign to enable consistency and faster future work.
the challenges
- Outdated Design & Usability: The existing dashboard homepage suffered from an outdated visual design and lacked a clear, intuitive user interface. Agents struggled to efficiently locate and access their marketing tools, listings pulled from their IDX feed, and account information.
- Ineffective Onboarding: The agent onboarding process was fragmented and cumbersome, leading to significant user drop-off and incomplete profile setup.
- Limited Cross-Selling Opportunities: The dashboard provided insufficient opportunities to promote other relevant products, hindering potential revenue growth.
- Low Account Sign-ups: Free account sign-ups were lower than target, limiting the funnel for potential premium conversions.
the process
- User Research & Analysis: Utilized Hotjar to analyze user behavior on the existing dashboard and onboarding flow. Identified key pain points, drop-off points, and areas of confusion.
- Ideation & Design:
- Onboarding Optimization: Streamlined the onboarding process to be more concise and user-friendly, reducing abandonment rates.
- Referral Program Integration: Introduced a referral program, integrating it into the onboarding process and tying it to the existing profile points system. Agents earn points for referring friends and colleagues, increasing their visibility in the agent directory.
- Cross-Selling Design: Identified optimal locations within the dashboard to integrate targeted product advertisements. Designed visually appealing and relevant “ads” for the Leads page, ensuring agents only see promotions for products they don’t currently subscribe to.
- Homepage Redesign:
- Conducted a complete visual redesign of the dashboard homepage.
- Created a “Member Tools & Resources” section for easy access to frequently used tools.
- Developed a “Share Your Pages” section, displaying relevant page URLs (e.g., Public Profile, Personalized Home Search Page, Home Value Page). This section allows agents to easily preview, copy URLs, and create Facebook ads linking to their personalized pages.
- Implemented a “Referral” section, allowing agents to easily input and send invitations to multiple contacts simultaneously.
- Integrated a scrollable card display of agent listings, enabling quick access and easy ad creation.
- Designed a “Manage Your Products” section for easy access to product settings and features.
- Included a “Discover New Products” section, showcasing available products that the agent is not currently subscribed to, with clear calls to action for learning more.
- Prototyping & Testing: Designed high-fidelity mockups of the redesigned dashboard and onboarding flow in Figma. Created a mobile-friendly version for optimal accessibility.
- Documentation & Handoff: Created detailed documentation outlining the design requirements, user flows, and functionality for the development team.
key decisions
Created and integrated a referral program directly into the onboarding flow.
Why: There was no referral mechanism before. I identified an opportunity to drive organic growth by incentivizing agents to invite others. By making it part of onboarding rather than a hidden feature, we ensured new agents saw it immediately, which contributed to increased sign-ups.Personalized cross-sell placements based on subscription status.
Why: Rather than showing all products to everyone, I worked with the team to show only relevant upsells (products the agent didn’t already have). This reduced noise, increased relevance, and contributed to the growth in cross-sells following launch.Re-structured the dashboard homepage around top agent tasks (tools, listings, share links) instead of a chronological feed.
Why: User feedback and session data showed agents were hunting for frequently-used tools. Prioritizing task-based navigation over activity feeds reduced clicks and friction, improving overall engagement.
the results
- Increased Cross-Selling Opportunities: The strategic placement of personalized product advertisements within the dashboard created new opportunities for cross-selling. Following launch, the company saw a 15% increase in cross-sells.
- Increased Sign-Ups: The redesign and streamlined onboarding process, including the new referral program, contributed to a 10% increase in sign-ups for the free agent account.
- Simplified Onboarding Flow: Reduced onboarding friction by consolidating steps and integrating the referral program directly into the flow, improving completion rates.
- Improved Visual Design: The redesign resulted in a more intuitive and visually appealing dashboard, enhancing user engagement and satisfaction.
Additional cross-selling opportunities were incorporated throughout the agents’ dashboard:
- Promotional banners on the Leads pages
- Pulsing tooltips on the Edit Profile page (not shown) draw attention to additional related products
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