Opendoor Seller Experience



A seamless, easy experience for getting an instant offer on your home.





Product Designer |May - July 2017



New seller flow experience

Problem



All Opendoor customers must answer 30 questions about their home for us to generate an offer. Unfortunately, that experience has usability errors, is not mobile friendly, and only has a completion rate of 40%. Since this is is our top-of-funnel feature that drives growth, it was imperative to improve the completion rate and increase offers.

Previous input flow experience
Initial sketches

My Role & Process



As the sole product designer, I designed the product vision, led team brainstorms, designed the information architecture, created all final designs, built prototypes, and ran foundational and evaluative user testing.



A sample of customer insights from foundational research in Phoenix




Team brainstorm session




A sample of customer insights from foundational research in Phoenix (left), team brainstorm session (right)



  • 1.

    Competitive Research


    Investigated input flows for similar companies such as Offerpad, Knock, Nested.
  • 2.

    Customer Interviews


    Walked through the existing Input flow with customers in Phoenix to identify pain points and opportunities.
  • 3.


    Talked to our local market operators who perform valuations on homes to idenitify areas of improvement on the current flow.
  • 4.

    Brainstorm Sessions


    Led sessions with PM, Eng, Design, Marketing and Ops to diverge and converge on ideas.
  • 5.

    Information Architecture


    Laid out all questions and question types and organized them for better UX.
  • 6.

    Prototyping Design Iterations


    Explored 3 different user experiences through creating working prototypes of each of them.
  • 7.

    Evaluative Research


    Tested the 3 design iterations on usertesting.com against the incumbent design to evaluate the improvements.
  • 8.

    Final Designs


    Created final design specs, and laid out principles for future question additions.


Information architecture for all questions in the flow

Solution



To increase the completion rate of the flow and provide an overall better user experience, our team launched a redesign of the flow to incorporate auto-advancement, larger tap targets, streamlined information architecture, and delightful animation.



New seller flow experience (same as top of page)

Additionally, I championed the vision for a native mobile experience based on taking 8 photos of a home, rather than answering 30 questions. Not only is it easier for users to take photos than fill out forms, but it is also provides a more enjoyable experience.



Conversational UI for confirming public data (left), guided photography (center), room selection (right)
Conversational UI for confirming public data (top), guided photography (bottom)

Impact



Will be lauching August 2017, with the goal of increasing the completion rate of the flow, and generating more accurate offers.

Opendoor Home Value Report |2017
YouTube Social |Design Lead |2015 - 2017
Opendoor Seller Experience |2017
YouTube Mobile Search |2015
YouTube Trending |2015
Creative Hobbies

To review an in-depth selection of my work or to discuss working together, please get in touch:



annietang92@gmail.com