Indiassetz Super App
UI/UX | UX Research
2023
Timeline - 6 months
My Role - Lead Product Designer
Indiassetz, India's pioneering real estate wealth tech, revolutionizes financial journeys through hyper-personalization. My instrumental role in designing the intuitive mobile app and website ensures a focused platform, maximizing users' wealth with precision and ease. I also played a crucial part in securing investments for the company.
Indiassetz, India's pioneering real estate wealth tech, revolutionizes financial journeys through hyper-personalization. My instrumental role in designing the intuitive mobile app and website ensures a focused platform, maximizing users' wealth with precision and ease. I also played a crucial part in securing investments for the company.
Project Brief
Project Brief
The project is all about providing users with Real Estate Wealth management solutions, a customized experience, and categories that help them sell, buy, or improve their asset value. Users can also opt for heavy or light products.
Moreover, they can learn and interact with other users in the Real Estate community, sharing their views, insights, and achievements.
The project is all about providing users with Real Estate Wealth management solutions, a customized experience, and categories that help them sell, buy, or improve their asset value. Users can also opt for heavy or light products.
Moreover, they can learn and interact with other users in the Real Estate community, sharing their views, insights, and achievements.
Problem Statement
70% of an individual's investment portfolio is typically tied up in real estate, which is the least liquid asset. Unlike cash, stocks, or cryptocurrencies, there are currently no digital solutions that offer the same level of accessibility and management for real estate investments.
Problem Statement
70% of an individual's investment portfolio is typically tied up in real estate, which is the least liquid asset. Unlike cash, stocks, or cryptocurrencies, there are currently no digital solutions that offer the same level of accessibility and management for real estate investments.
Possible Solution
Possible Solution
A digital solution or an E-Commerce website that can make the presence of Real Estate wealth management, where the users can browse through real-time insights and different categories of services at one stop without having to access multiple applications or solutions.
A digital solution or an E-Commerce website that can make the presence of Real Estate wealth management, where the users can browse through real-time insights and different categories of services at one stop without having to access multiple applications or solutions.
Discover Phase
A comprehensive research approach was implemented, combining both qualitative and quantitative methods to gain deep insights into the product.
Through unmoderated tests like online surveys, we gathered valuable feedback from existing users, potential customers, and key stakeholders.
Discover Phase
A comprehensive research approach was implemented, combining both qualitative and quantitative methods to gain deep insights into the product.
Through unmoderated tests like online surveys, we gathered valuable feedback from existing users, potential customers, and key stakeholders.
Stakeholder interview questions
Even after receiving a creative brief for the project, we conducted a stakeholder interview, which was crucial in helping us make the right design decisions, avoid end-moment disappointments, and make necessary changes to create the right product.
Here are a few questions we asked
Q1. What are the goals, values, and vision of the company?
Q2. What are the growth metrics for the next few years?
Q3. What problem does the product solve and how commercially viable is it?
Q4. What are the company’s USPs (Unique Selling Points)?
Q5. Who are the users? What are you trying to help them achieve?
Q6. Who are the competitors? What do you like about them?
Q7. What research has been done thus far?
Q8. Are there any technological constraints? If yes, what are they?
Q9. Are there any deadlines to be considered while designing the product?
Stakeholder interview questions
Even after receiving a creative brief for the project, we conducted a stakeholder interview, which was crucial in helping us make the right design decisions, avoid end-moment disappointments, and make necessary changes to create the right product.
Here are a few questions we asked
Q1. What are the goals, values, and vision of the company?
Q2. What are the growth metrics for the next few years?
Q3. What problem does the product solve and how commercially viable is it?
Q4. What are the company’s USPs (Unique Selling Points)?
Q5. Who are the users? What are you trying to help them achieve?
Q6. Who are the competitors? What do you like about them?
Q7. What research has been done thus far?
Q8. Are there any technological constraints? If yes, what are they?
Q9. Are there any deadlines to be considered while designing the product?
User interview questions
Upon understanding the company’s requirements, we interviewed a set of existing clients and potential real estate investors on their real estate wealth management journey thus far and future requirements. This helped us design a user-centric product.
Here are a few questions we asked:
Q1. How are you currently making real estate transactions?
Q2. How are you maintaining your existing properties?
Q3. What do you find most difficult while investing in real estate?
Q4. Who do you approach for advisory on real estate investment and wealth management decisions?
Q5. What background information would you like to have when you are investing in real estate?
Q6. Which platform(s) do you prefer to use when you want to buy/sell/rent/lease a property?
Q7. Which platform(s) do you prefer to use when you want to manage a property?
Q8. How do you feel about the information that these platforms provide?
Q9. How important is personalization when it comes to choosing a product/property?
User interview questions
Upon understanding the company’s requirements, we interviewed a set of existing clients and potential real estate investors on their real estate wealth management journey thus far and future requirements. This helped us design a user-centric product.
Here are a few questions we asked:
Q1. How are you currently making real estate transactions?
Q2. How are you maintaining your existing properties?
Q3. What do you find most difficult while investing in real estate?
Q4. Who do you approach for advisory on real estate investment and wealth management decisions?
Q5. What background information would you like to have when you are investing in real estate?
Q6. Which platform(s) do you prefer to use when you want to buy/sell/rent/lease a property?
Q7. Which platform(s) do you prefer to use when you want to manage a property?
Q8. How do you feel about the information that these platforms provide?
Q9. How important is personalization when it comes to choosing a product/property?
Quantitative Research
We sent out surveys to the company’s 6000+ clientele along with several other potential users based on the company’s lead management system to gather accurate data and user requirements.
Here are a few questions we asked and the results:
Quantitative Research
We sent out surveys to the company’s 6000+ clientele along with several other potential users based on the company’s lead management system to gather accurate data and user requirements.
Here are a few questions we asked and the results:
Competitive Analysis
Since there are no other wealth-tech platforms in India, we chose to compare three similar overseas services and business models with that of Indiassetz, with the aim to find out their USPs and figure out how this application can be set apart from the competition in terms of the services and experience provided.
Competitive Analysis
Since there are no other wealth-tech platforms in India, we chose to compare three similar overseas services and business models with that of Indiassetz, with the aim to find out their USPs and figure out how this application can be set apart from the competition in terms of the services and experience provided.
Define Phase
Persona
We created four user personas based on all the information gathered from the user research by creating fictional characters who represent the target user groups of the application.
Persona
We created four user personas based on all the information gathered from the user research by creating fictional characters who represent the target user groups of the application.
Customer Journey
We created a customer journey map to identify the pain points and feelings the customer might go through while using existing real estate applications. We also enlisted solutions to the problems that our new platform will solve.
Customer Journey
We created a customer journey map to identify the pain points and feelings the customer might go through while using existing real estate applications. We also enlisted solutions to the problems that our new platform will solve.
User Flow
User flows or flowcharts, as they are sometimes called, are diagrams that display the complete path a user takes when using a product. The user flow lays out the user’s navigation through the product, mapping out each step that the user takes - right from the beginning through to the final interaction.
User Flow
User flows or flowcharts, as they are sometimes called, are diagrams that display the complete path a user takes when using a product. The user flow lays out the user’s navigation through the product, mapping out each step that the user takes - right from the beginning through to the final interaction.
Information Architecture
The goal of the information architecture during the first phase of design is to organize, structure, and label content in an efficient and long-term manner. It assists users in finding all the right information and completing their desired tasks.
Information Architecture
The goal of the information architecture during the first phase of design is to organize, structure, and label content in an efficient and long-term manner. It assists users in finding all the right information and completing their desired tasks.
Ideation
Low-Fidelity Screens
Once the flowchart was made, we started sketching low-fidelity wireframes for the main user flow with paper and pen. The initial wireframes were made to adapt to Android and iOS while following the standard design practices.
Low-Fidelity Screens
Once the flowchart was made, we started sketching low-fidelity wireframes for the main user flow with paper and pen. The initial wireframes were made to adapt to Android and iOS while following the standard design practices.
Medium Fidelity Screens
After the low-fidelity wireframes were made, we started testing them among select users and management. After analyzing the test results, we started designing medium-fidelity wireframes along with refining the content and iterating changes.
Medium Fidelity Screens
After the low-fidelity wireframes were made, we started testing them among select users and management. After analyzing the test results, we started designing medium-fidelity wireframes along with refining the content and iterating changes.
Style Guide
We created a style guide, a design and development tool that brought cohesion to the product’s digital user interface and experience.
Style Guide
We created a style guide, a design and development tool that brought cohesion to the product’s digital user interface and experience.
Colors are the brand base since they're supposed to reflect the company's mood and values.
Colors are the brand base since they're supposed to reflect the company's mood and values.
HI-Fidelity Screens
Once the medium-fidelity wireframes were ready, we started creating the high-fidelity screens along with the prototype based on the test results and feedback. Subsequently, the development team also started building the application.
HI-Fidelity Screens
Once the medium-fidelity wireframes were ready, we started creating the high-fidelity screens along with the prototype based on the test results and feedback. Subsequently, the development team also started building the application.
Formal User Testing (Moderated & Unmoderated)
Formal User Testing (Moderated & Unmoderated)
Following the initial release to a select group of customers, management, and investors, user testing revealed key demands for separate transaction experiences, document management, verified listings, and personalized recommendations, leading to strategic improvements in user flow, interface design, and property verification systems to enhance the overall platform experience.
Following the initial release to a select group of customers, management, and investors, user testing revealed key demands for separate transaction experiences, document management, verified listings, and personalized recommendations, leading to strategic improvements in user flow, interface design, and property verification systems to enhance the overall platform experience.
Iterated Style Guide
Once the medium-fidelity wireframes were ready, we started creating the high-fidelity screens along with the prototype based on the test results and feedback. Subsequently, the development team also started building the application.
Iterated Style Guide
Once the medium-fidelity wireframes were ready, we started creating the high-fidelity screens along with the prototype based on the test results and feedback. Subsequently, the development team also started building the application.
Iterated Design System
In addition to making changes to the style guide, we also focused on iterating the design system that we had previously followed to create a better UI, one that was more aesthetically pleasing based on the user testing feedback.
Iterated Design System
In addition to making changes to the style guide, we also focused on iterating the design system that we had previously followed to create a better UI, one that was more aesthetically pleasing based on the user testing feedback.
Final UI Design
Since we were following an agile method, we were able to change the UI to remove the neomorphic elements along with changing the aesthetics of the application minimally.
Final UI Design
Since we were following an agile method, we were able to change the UI to remove the neomorphic elements along with changing the aesthetics of the application minimally.
The mobile app is designed to be user-friendly, with clear navigation and simple language. Its branding is sleek and modern, with a clean and minimalist design that emphasizes the high-quality properties on offer.
The mobile app is designed to be user-friendly, with clear navigation and simple language. Its branding is sleek and modern, with a clean and minimalist design that emphasizes the high-quality properties on offer.
Unique Selling Points
Our product's unique selling proposition lies in its ability to seamlessly integrate data from diverse sources, offering users precise real estate valuations and empowering them with informed financial decision-making tools along with suggesting them products to increase their Real Estate wealth.
Below are a few USPs of the Product.
Unique Selling Points
Our product's unique selling proposition lies in its ability to seamlessly integrate data from diverse sources, offering users precise real estate valuations and empowering them with informed financial decision-making tools along with suggesting them products to increase their Real Estate wealth.
Below are a few USPs of the Product.
TRACK AND MANAGE YOUR REAL-ESTATE WEALTH
The "Track and Manage Your Real Estate Wealth" feature in our application empowers users to have a comprehensive overview and control of their real estate assets. Users can effortlessly monitor the value and performance of their properties, track market trends, and make informed decisions. The feature incorporates data from various reliable sources, including multiple platforms and government valuations, ensuring accuracy in property valuations. Users can input and update property details, view historical trends, and receive real-time insights, enabling effective wealth management. With user-friendly interfaces and robust analytics, this feature provides a powerful tool for users to optimize their real estate investments and make strategic financial decisions.
TRACK AND MANAGE YOUR REAL-ESTATE WEALTH
The "Track and Manage Your Real Estate Wealth" feature in our application empowers users to have a comprehensive overview and control of their real estate assets. Users can effortlessly monitor the value and performance of their properties, track market trends, and make informed decisions. The feature incorporates data from various reliable sources, including multiple platforms and government valuations, ensuring accuracy in property valuations. Users can input and update property details, view historical trends, and receive real-time insights, enabling effective wealth management. With user-friendly interfaces and robust analytics, this feature provides a powerful tool for users to optimize their real estate investments and make strategic financial decisions.
GET THE MARKET VALUE OF ANY PROPERTY INSTANTLY
The "Instant Valuation" feature in our application is designed to empower users with a comprehensive view of their real estate assets. Leveraging advanced data integration, the feature combines information from multiple platforms and government valuation sources to provide users with precise and up-to-date property values. Users can effortlessly track the current market value of their real estate portfolio, monitor fluctuations, and make informed decisions about their investments. The feature ensures accuracy by incorporating real-time data, allowing users to manage their wealth more effectively and strategize based on the most reliable and current property valuations available.
GET THE MARKET VALUE OF ANY PROPERTY INSTANTLY
The "Instant Valuation" feature in our application is designed to empower users with a comprehensive view of their real estate assets. Leveraging advanced data integration, the feature combines information from multiple platforms and government valuation sources to provide users with precise and up-to-date property values. Users can effortlessly track the current market value of their real estate portfolio, monitor fluctuations, and make informed decisions about their investments. The feature ensures accuracy by incorporating real-time data, allowing users to manage their wealth more effectively and strategize based on the most reliable and current property valuations available.
MAKE YOUR PURCHASE DECISIONS
The "Calculate EMI" feature in our application streamlines real estate investment planning by allowing users to easily estimate their Equated Monthly Installments (EMIs). Users can input key variables such as loan amount, interest rate, and loan tenure to receive an instant calculation of their monthly repayments. This feature provides a quick and accurate way for users to assess the financial implications of their real estate loans, aiding in better financial planning. With a user-friendly interface and the ability to experiment with different scenarios, users can make informed decisions about loan structures that align with their budgetary constraints and investment goals.
MAKE YOUR PURCHASE DECISIONS
The "Calculate EMI" feature in our application streamlines real estate investment planning by allowing users to easily estimate their Equated Monthly Installments (EMIs). Users can input key variables such as loan amount, interest rate, and loan tenure to receive an instant calculation of their monthly repayments. This feature provides a quick and accurate way for users to assess the financial implications of their real estate loans, aiding in better financial planning. With a user-friendly interface and the ability to experiment with different scenarios, users can make informed decisions about loan structures that align with their budgetary constraints and investment goals.
Prototype
Prototype
Results
Results
Reflection
Indiassetz was one of my first projects, and I was fortunate to work with a fantastic product team. The challenges that the team faced while developing the design were a great learning experience. Working directly with the front-end engineering team taught me how to implement design into production, such as setting the maximum width of widgets and resolving responsive issues, among many others. As some of the brand’s attributes are "classy and witty", I also learned new ways to use my skills to bring out the correct branding for the company. It was also encouraging to see that the product design was having a significant impact on the entire wealth management and real estate industry. The new design successfully attracts more customers and keeps them more engaged, according user feedback.
I was thrilled to learn from the product owner that the recently added features like property valuation and property documentation were other USPs that were bringing in many new customers.
Reflection
Indiassetz was one of my first projects, and I was fortunate to work with a fantastic product team. The challenges that the team faced while developing the design were a great learning experience. Working directly with the front-end engineering team taught me how to implement design into production, such as setting the maximum width of widgets and resolving responsive issues, among many others. As some of the brand’s attributes are "classy and witty", I also learned new ways to use my skills to bring out the correct branding for the company. It was also encouraging to see that the product design was having a significant impact on the entire wealth management and real estate industry. The new design successfully attracts more customers and keeps them more engaged, according user feedback.
I was thrilled to learn from the product owner that the recently added features like property valuation and property documentation were other USPs that were bringing in many new customers.
Next Steps
The upcoming phase focuses on comprehensive user testing across Android and iOS platforms to enhance user experience and resolve any technical issues, including bugs and responsiveness concerns.
The subsequent sprint will introduce innovative features to elevate the platform's functionality. These include swipe-based property navigation, digital rental agreement generation, comprehensive tenancy management tools, and augmented reality property visualization.
The ultimate objective is to master the integration of cutting-edge technologies into the platform, ensuring a seamless and inclusive experience for all users while continuously expanding our technological capabilities.
Next Steps
The upcoming phase focuses on comprehensive user testing across Android and iOS platforms to enhance user experience and resolve any technical issues, including bugs and responsiveness concerns.
The subsequent sprint will introduce innovative features to elevate the platform's functionality. These include swipe-based property navigation, digital rental agreement generation, comprehensive tenancy management tools, and augmented reality property visualization.
The ultimate objective is to master the integration of cutting-edge technologies into the platform, ensuring a seamless and inclusive experience for all users while continuously expanding our technological capabilities.
