Carousell is Southeast Asia’s leading classifieds marketplace with Property as one of the highest value category. As property is a relatively new vertical on Carousell, it is perceived to be unreliable for property search. In this redesign, we hope to drive greater engagement with our property seekers and users
I initiated the user research of this project while involving the marketing team. I was the product designer from execution to launch, leading the prototyping efforts and usability testing
To gain a deeper understanding of users on a home-seeking journey, we conducted user interviews and developed 3 primary personas.
To drive engagement, we must first build trust and inspire confidence among our users in their home-seeking journey.
We arrived at a goal to anchor the team and project;
Post user interviews, our synthesis of users' pain points revealed recurring themes. I led a brainstorming session internally with business stakeholders and engineers to ideate around our personas and challenges.
1. Poor visual hierarchy
2. Difficult search navigation results to inaccurate search results
3. Irrelevant content for target users
1. Property users are power searchers—primarily utilises the search bar
2. Ineffectiveness of existing component to encourage discovery or exploration
1. Clear navigation for different intent users
2. Establish clear purpose for each page
3. Intuitive search experience
We iterated on homescreen hierarchy to test understanding of content and observe their navigation patterns
Aligned to users' mental model, the new design introduces 3 main categories to channel our users according to their intentions—arriving at a targetted page specific to their rent/buy needs.
Diving deeper, we explored potential features such as market trends, saved searches and continuing one's search. As the engineering efforts could not fit into the product timeline, we deprioritized and kept it for our next improvement.
To get the most accurate search results, aside from improving the search algorithm, I looked into users' interaction with search filters.
Firstly, I explored how visual cues can differentiate content to efficiently process information.
Secondly, I proposed a multi-select interaction that always informs of users’ inputs for greater clarity to refine accordingly.
The several tweaks in UI helped enhance the overall search flow.
The project ran in parallel with Carousell’s rebranding exercise. We purposefully chose the darker tones of our brand colours to convey a more mature and trustworthy brand.
Previously, search results are often inaccurate and users wasted time applying several filters. In the new design, we effectively reduced an additional step
By improving the home screen navigation and search experience, the redesigned outcome saw a major improvement in helping users arrive at their desired, specific results.
After launch, Carousell property saw a steady increase in Weekly Active Users (WAU).
1. More than 25% increase in average WAU
2. From an average of 60K to 80K WAU
3. Exceeded our goal of 10% increase to 70K WAU
The revamped product also helped to drive more traffic into our property blog. In 2019Q2, the marketing team achieved a hit of 100K page views, representing a 3X quarter-on-quarter growth.
Through this project, I saw the advantage of involving the marketing team early. Having previously conducted an in-depth market research and analysis, the insights and knowledge that they brought to the table has helped drive the synthesis sessions.
Have I not leveraged on their expertise, I would surely have missed out on some design opportunities.
What could be better?
1. Greater In-depth research into our 3rd user group, investors.
2. Understanding expectations and timeline.
In the early phase, we tried to do too many features that could not fit into our expected timeline
3. Priortise the search experience
We found that the search journey was critical. However, the scope of this project could not execute a complete redesign of search. Looking back, instead of pushing for minor tweaks, we should have pivoted to solve for search.