Project overview
Auto-Website is an internal tool for the OrangeTee Pte Ltd property agents, one of the leading property agencies in Singapore. Auto-Website allows the property agents to launch a property marketing website in 3 easy steps in 1 minute.
The problem
Property agents spend a lot of resources on building a website or hiring someone to build a website for each new property or condominium launch.
The goal
Design a responsive web internal tool for property agents to launch a marketing website for every new condominium launch quickly.
My role & responsibilities
Product Designer, designing the Auto-Website from Ideation to Delivery
Assisting in interviews with Project Manager, user flows, site map, digital wireframing, low and high-fidelity prototyping, conducting user testing, process flows and annotation for design hand-offs, and iterating on designs.
Duration
Four months
Understanding the user
User research
User interview summary
We conducted several user interviews to understand Agents and their challenges. And we have collected substantial feedback. They confirmed a need to automate from receiving information about the new property and condominium launches to publishing online. Also, there is already data and technology infrastructure that can be used readily.
Pain points
Difficulty in getting the information on new launches
Trouble to deals with a web agency or freelancer and challenges in getting them to meet the requirement
Always needing to update the project information
Need to be a technical survey to function and maintain the website
Cannot solely focus on leads and marketing
User flow
After the user research and ideation, we come up with a user flow proposal that consists of the following features;
🛠 A website creating tool for the agent to create websites in minutes using the content provided by the OrangeTee.
📝 A content management system for the project team to manage the content altogether and/or individually.
🖥 An Agent Master Site for each agent allows agents to showcase/her condominium launches and properties all in one place.
Starting the design
Wireframes
Based on the insights gained from the existing system, interviews, and user flows, we defined the Sitemap for the new order system for front-end customer book ordering backend order management systems.
After the proposal was approved, we designed the Sitemap. We created wireframes and prototypes to test with the agents and get stakeholders' approval.
Refining the design
Templates & Colours Schemes
Since the agents use a system to create the websites, we wanted to provide a personalized experience. By doing that, every website would not have the same look and be boring. Personalisation includes different templates, themes & colour customisations and analytics.
Agent Master Site
Agent Master Site showcases all the websites agents created and lists properties the agent is promoting. The website is autogenerated upon agent onboarding using the data OrangeTee provides.
Takeaways
Impact
Since the project launched in 2019, Auto-Websites has over 20,000+ property websites created by over 4000 agents.
With Auto-Website, agents can create a website with ready content in under 1 minute, with three easy steps. That's 99% of the reduced amount of time and resources they have to spend on any website building service.
Due to the centralized content management and automatic syncing, Agents need not worry about the property's content updates. They can even present themselves online professionally with Agent Master Sites and project-specific domains websites.
Next steps
As we see in the User journey map, having an automated tool is only 50% of our opportunities during user research. We plan to bring in another 50% of opportunities as values to agents and stakeholders in the following steps.
Accessibility
Some of the templates' colour schemes needed to be reviewed and revised to be easy on contrast.
Leads management
Integrate a leads management system to track the leads generated from the websites.
Mass marketing
The leads allow the agents to communicate and promote directly to the potential customers with SMS and emails mass marketing.