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Cotality - Consumer Journey
Reimagining agent CRM to move beyond transactions into connections.
INTRODUCTION
How might we help real estate agents maintain valuable connections with clients after the deal has closed, to build a relationship that supports mutual growth?
My Role
Interaction Design
User Research
Prototyping
Project Manager
Timeline
March 2025 - August 2025
Tools Used
Figma
Figjam
Carbon Design System
Zoom for testing
Trello
Team Members
5 UX Designers
On average homeowner will look to transact (buy, sell, invest) every 6-10 years. When surveyed, about 80% of home buyers say they would use the same agent again. National Association of REALTORS® data shows that less than 13% actually do. The hypothesis of what is missing is the connection from the agent to their client during the time frame when they are managing the day-to-day activities of homeownership.
PROBLEM
Understanding the consumer journey that takes place from searching for new properties, to buying a home, to managing that home, leading back to selling that home in the 6-10 year time block is the key to unlocking the opportunity for agents to build lasting relationships. Some potential questions:
How can an agent stay involved with their client during the home management phase?
What matters most to consumers during the home management phase?
What would create the most compelling consumer experience during the home management phase?
SOLUTION
A CRM that really manages the relationship between agents and clients.
In progress ⌛
Smart suggestions provides agent with relevant and recent client touchpoints, such as unpredictable events and topics that homeowners would truly find useful.
A client's timeline page that provides an at-a-glance view of each homeowner’s journey, enabling quick actions to share important reminders and deadlines with them.
RESEARCH
Understanding user needs and pain points
Conducted initial interviews with homeowners and agents to understand their relationships and uncover what they value most.
After developing the first round of designs, we conducted moderated usability testing with 10 real estate agents to evaluate our CRM and identify gaps. We then synthesized the findings, organizing insights using an affinity diagram and a rainbow chart to inform our next design iteration.
* ⌛ High-fidelity mockups are currently in progress, incorporating insights from our research to inform the next iteration of designs. *
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