HomeUnion's Property Details Display

Sole Product Designer
Redesign in 2015 / 2016 / 2018 / 2019

Introduction

HomeUnion, an all-encompassing investment platform specializing in single-family rentals and multifamily homes, was founded on data-driven insights. By offering in-depth property analytics, projecting returns ranging from one year to as far as 30 years, this innovative platform became a go-to choice for investors. However, despite its data-rich offerings, the display of property details presented a significant challenge.

This case study delves into how a redesign in 2015, 2016, 2018, and 2019 brought a fresh perspective to HomeUnion's property data display, addressing key issues and significantly improving the user experience.
Snapshot:
HomeUnion is an end to end investment platform for single family rentals and multifamily homes.  We provide analytics on a property projecting 1 year yields to 15, and up to 30 years based on an algorithm created by our data science team.  This data is what is offered to our investors.
Acquired by Mynd.co in 2019
Real estate widget on right

The Problem

The initial display of data was crafted by the engineering team due to the absence of an in-house UX designer. Feedback from real estate investors, HomeUnion's primary user base, indicated that the existing format was confusing, lacked intuitiveness, and was far from user-friendly.

Users had difficulty digesting the information and accessing in-depth property details. As a result, the sales team faced a surge in inquiries and support requests, which had to be addressed. The goal was to enhance the user experience and minimize the burden on the sales team.

Here's the 2014 Version

2014 version of the property details page

The Team

The mission to create a simplified property details page involved a collaborative effort led by Colin Smith (Product Manager, now at Experian), with critical contributions from the Data Science team, including Kurtis Voris and Tony Kassab. Together, we embarked on the monumental task of transforming the property data display.

The Idea

The redesign encompassed improvements for desktop, tablet, and mobile platforms, alongside the recent introduction of an SEO version of the Property Details Page (PDP). One of the primary challenges addressed was image optimization, which was resolved to enhance the loading time from 8 seconds to an impressive 4 seconds.

An interactive chart was introduced to provide a year-over-year projection of property returns, extending up to 30 years. This dynamic visualization allowed investors to better understand the long-term potential of their investments.

Updated property details page

The Impact

The mission to create a simplified property details page involved a collaborative effort led by Colin Smith (Product Manager, now at Experian), with critical contributions from the Data Science team, including Kurtis Voris and Tony Kassab. Together, we embarked on the monumental task of transforming the property data display.

Learnings

The journey of HomeUnion's property data display overhaul highlights the significance of prioritizing user experience and efficient data presentation. By addressing key issues and enhancing the platform's speed and functionality, the team managed to not only meet investors' needs but also reduce the burden on the sales team. This case study underscores the power of strategic design and its impact on user engagement, ultimately contributing to HomeUnion's enduring success in the real estate investment industry.