UX/UI DESIGN
Impact Engine: Gamified Lead Flow + Performance Scoring
I set out to make the MoveTo app more user-friendly, visually engaging, and efficient in connecting users with their perfect home. This app has not been updated in about 8 years, so this was much needed! We did not gather direct user feedback for this project because the changes being made were very straightforward and clearly needed based on our app usage data.
Our key improvements focused on these major areas:
More Prominent Call-to-Action (CTA) Buttons
We improved visibility and accessibility of key actions like "Request a Tour" and "Contact Agent," making them stand out with bold colors, strategic placement, and enhanced contrast for higher conversion rates.
Redesigned Property Detail Page
The property detail page was restructured for a cleaner, more intuitive layout, prioritizing essential information such as pricing, features, and high-resolution images. A sticky action bar ensures users can quickly take the next step without scrolling.
New Hidden Homes Feature
To streamline the search process, we introduced a feature that allows users to easily hide properties they are not interested in. This keeps their search results relevant and clutter-free, helping them focus on homes that truly match their preferences.
Property Valuation Banner
We added an EstateIQ banner for users to view the value of their home at the click of a button. This popular feature did not exist on the previous interface.
Before the recent improvements, the MoveTo app had several usability issues that impacted the overall user experience and engagement.
Unbalanced Information Layout
The property detail page struggled with poor spacing, making some sections feel cluttered while others had excessive white space. Important details weren’t prioritized effectively, leading to a disjointed reading experience.
Non-Sticky Call-to-Action (CTA) Buttons
Key action buttons like "Request a Tour" and "Contact Agent" were not fixed in place, meaning users could easily scroll past them and forget to take action. This often led to frustration and missed opportunities for engagement.
Awkward "Easy Property Search" Callout
A redundant and misplaced "Easy Property Search" callout took up valuable screen real estate without adding real functionality. Instead of enhancing navigation, it disrupted the natural flow of the page and distracted users from more relevant content.
No Option to Hide Homes
Users lacked a way to remove properties they weren’t interested in from their search results. This led to frustration, as unwanted listings would keep appearing, making it harder to focus on relevant options. The absence of this feature was a common complaint among users.
The team for this project was small—just my project manager, our developer, and I—which allowed us to move quickly and work efficiently without the delays that can come with larger teams. With fewer layers of approval and clear, open communication between us, we were able to stay aligned and adapt easily to changes. I had a lot of creative agency throughout the process, which made it possible to contribute ideas and make design decisions confidently. This close collaboration and trust enabled us to develop and launch a working product in just a few weeks.
I focused on improving the overall user experience by making the app more intuitive and efficient. I made call-to-action buttons easier to see and reach, so users could navigate and take action more easily. I also condensed redundant callouts and streamlined information to reduce visual clutter. Additionally, I fixed the hierarchy of listing information to ensure the most important details stood out at a glance. My goal was to create a cleaner, more user-friendly interface that helped people get what they needed faster and with less effort.
Overall, this initiative ran very smoothly due to the small team and creative agency I had. However, one of the main challenges we faced was the launch date being pushed back due to the need for additional developer testing to ensure stability and performance across devices. This extended testing phase was necessary to address bugs and polish new features before release. Additionally, we faced delays while waiting for Apple to approve our request to rebuild the app, which added uncertainty to the timeline and limited our ability to finalize rollout plans. These factors required us to adjust our schedule and maintain flexibility while prioritizing quality and compliance.
The improved MoveTo app delivers a smoother, more user-friendly home-searching experience by addressing key usability issues and incorporating highly requested features
Balanced Information Layout
The property detail page has been redesigned with improved spacing and a clear visual hierarchy. Essential details are now well-organized, making it easier to scan property information at a glance.
Sticky Call-to-Action (CTA) Buttons
Key action buttons like "Request a Tour" and "Contact Agent" now remain fixed on the screen as users scroll. This ensures they are always accessible, leading to higher engagement and faster decision-making.
Streamlined Interface Without Unnecessary Callouts
Unnecessary and redundant information was cut, allowing more space for other important actions like Map View, Calculate Mortgage, and a Home Valuation widget.
New "Hide Homes" Feature
Users can now remove unwanted properties from their search results, creating a more personalized and relevant browsing experience. This highly requested feature makes it easier to focus on homes that truly match their preferences.
The MoveTo changes were rolled out on March 10 to our beta customers and as you can see, we've already had a significant increase in usage of the mortgage calculator and the scheduling button. There are spikes in the data and the lows are overall higher than before! This makes me excited to see the impact of our official launch in June when it is released to all customers.
For the next phase of the MoveTo initiative, we’ll continue gathering data by expanding sources, analyzing user behavior, and collecting feedback to guide improvements. Concurrently, we’ll update the app by fixing bugs, optimizing performance, enhancing UI/UX, and ensuring accessibility. New features will be prioritized based on user needs, with MVPs developed, beta-tested, and rolled out in phases. Throughout, we’ll maintain clear communication with users and stakeholders, and continuously review progress to refine our roadmap and ensure we align with our goals.