Compass Real Estate

THE PROBLEM

So Many Templates, So Little Direction

The original marketing home primarily served for the discovery of design templates, with a significant focus on showcasing all available templates. However, there was a lack of guidance to help customers efficiently accomplish their next marketing tasks. This resulted in low Marketing Center (MC) usage.

target audience

Compass Agents

Wide range, 30 to 70 years old

Use phone and desktop frequently

primary research

Design Sprint

To make the most of our time, I utilized a design sprint methodology that included several key activities.

Research Mapping and identifying Research Themes
Formulating "How Might We" (HMW) questions and grouping them into HMW Themes based on note-taking
Conducting Competitive Analysis of platforms like Peloton, Airbnb, and Amazon, focusing on primary versus subflow navigation
Exploring "What if's" scenarios
Solution Sketching to generate ideas for features such as:
Next best actions for listings
Personalized content
Goal-based content and widgets
Quick and directed actions
Modes with integrated navigation

Speed and efficiency

agent guidance

content is king

creating a solution

Design Sketches

Based on the How Might We's and What If's, the team did the Crazy 8s exercise and came back to review and align on priority features.

creating a solution

Low Fidelity Concepts

The core design approach focused on enabling users to accomplish marketing goals through improved guidance, navigation, and discovery. This led to a "Northstar Vision" involving deep dives into several strategic areas:

Integrating Planning: Showing what's coming up and planning for the future, including a view of marketing-based activities in Calendar and Tasks, with scheduled and suggested marketing opportunities.

Smart Content Recommendations: Surfacing relevant marketing content and providing intelligent recommendations, including marketing content automation for higher efficiency in brand and listing marketing.

Facilitating Immediate Action: Giving agents quick access to tools and making it easy to take action on immediate needs, with an emphasis on optimizing by urgency. This included modules/notifications based on actionable recommendations (Next best action, Promotional banner) and tools for self-directed agents (My marketing, Search, Creation tool).

creating a solution

A/B Testing

Two layouts versions came out of the design sprint and were presented to customers and internal stakeholders to determine which Northstar approach would function best for users.

One with a long scroll and the second with tabs to help divide content.

high fidelity

MVP

With a chosen direction of single scroll based off user feedback, my product and engineering partners and I scaled the work back to estimate an MVP which was then reviewed and developed by our team.

high fidelity

Web Designs

Compass is a mobile-first company since our agents are always on the go. However, a lot of marketing work is accomplished on the desktop app. With our mobile-first approach in a good place we moved on to explore web.

Next Steps

Corporate Hiccups

As we all know, sometimes there are things out of our control, and the iteration on this initiative was paused due to restructuring of the company. We luckily were able to document our work and future thinking for the partners who take this project on next.

Compass Marketing Center Redesign