an abstract photo of a curved building with a blue sky in the background

Foncia

Directing a Design Sprint for Foncia, I proposed a redesign of their web display of real estate rental offerings. The reprioritization of features and modifications to the visual hierarchy allows users to find the information they need quicker, all while revamping the looks to fit a more modern aesthetic

Product Designer

4x Product Manager

1 week

Role

Team

Duration

01

Process

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Background

Foncia wanted to disrupt various aspects of their operations. Our design sprint needed to address one specific challenge at a time though - through careful observation and prioritization, we determined that improving the renting experience would provide the most significant value.  As the sole designer working with four Product Managers, we established clear roles and an approach designed to deliver maximum value within the week. This included setting up a structured plan and timeline to ensure focused and efficient work.

Prototyping

Our role as consultants required us to quickly grasp the context, user needs, and business challenges. To this end, we made two critical choices: 

First, we would validate our solution through A/B testing to obtain the initial data we did not have access to. Secondly, we would allocate extra time for discovery processes - this time having to be taken from somewhere, I suggested cutting from prototyping day. 2 versions of the website, 1 afternoon. With prototypes ready, we moved on to user testing.

Testing

We conducted 10 user tests, with five users testing each variant of the website. We identified key metrics to validate our iterations and created a comprehensive testing protocol. This allowed us to confirm our hypotheses and gather insights for future improvements.

02

Results

The results validated some of our hypotheses while challenging others: 

- Users found information about their main search criteria 14 times faster.
- The perceived difficulty of applying online was reduced by 50%.
- However, social proof and pressure on the page yielded mixed results.

Using the feedback, we combined the most impactful ideas into a final design, retaining only those elements that significantly improved the user experience.