ABOUT DIM.RIA

DIM.RIA is Ukraine's only marketplace dedicated to verifying real estate listings, offering a trusted platform for quick and secure property searches. As a top-three market leader serving over 3 million users monthly, DIM.RIA stands out by simplifying property selection through rigorous listing verification, ensuring users access genuine, high-quality listings. Its intuitive interface and tailored search features make the property discovery process seamless and efficient, providing a reliable alternative in a competitive market. Key competitor: lun.ua.

Problem Statement
Product currently has low customer retention rates. The retention metrics for DIM.RIA are as follows:
1.56%
Average 7th-day retention
(last 28 days)
5.15%
Average 1st-week retention
(last 52 weeks)
10.76%
Average 1st-month retention
(last 12 months)
These figures indicate that users do not stay engaged with the platform
long-term, impacting overall customer loyalty and conversion rates.
Solutions
We focused on improving retention and conversion rates by addressing user pain points through strategic design solutions. Key improvements include enabling online property tours, an AI chatbot for comparing housing options, a bird’s eye view feature for better property visualization, and a route-building tool to sales offices. Information architecture was enhanced by structuring content into logical blocks and adding a new verification tab for property authenticity, increasing trust. These changes aim to create a more engaging, transparent, and user-friendly platform, ultimately boosting user retention and conversions on DIM.RIA.
Objectives
Conduct User Research
🕵️‍♂️ Identify the activation moments (AHA moments) for users
💡 Understand the reasons why customers return to DIM.RIA
Generate Hypotheses
🛠 Improve existing functionalities to enhance user retention
🌟 Develop new functionalities aimed at increasing retention rates
Goals
🚀 Encourage users to interact more actively with the site through UX/UI optimization, including improved navigation and interface intuitiveness.
Enhance Platform
Perception
🔧 Transform DIM.RIA into a reliable tool not just for finding real estate, but also for effective interaction between buyers, sellers, and developers.
Integrate
Communication Tools
💬 Develop convenient tools on the site for direct communication between buyers and sellers or developers.
Improve Virtual
Property Tours
🖥️ Enhance online viewing capabilities so users can thoroughly explore properties virtually before visiting in person.
Ensure Transparency
of Information
🏅 Maximize transparency and accessibility of information about properties, including developer verification details and ratings, to build trust in the platform.
Double Diamond
& Timeline
I follow the Double Diamond framework, encompassing Discover, Define, Develop, and Deliver phases. This approach ensures thorough user research, identification of key issues, innovative solution development, and validation to enhance our platform effectively.
COMPETITIVE ANALYSIS
Hypotheses
I have prepared for the interview by writing down relevant questions and creating a script. My goal is to confirm or refute my hypotheses through these interviews.
1. Transparency and Trust
Clear and comprehensive information, including real resident reviews, will increase buyer confidence and trust.
2. Option Comparison
A tool for comparing housing complexes will help users make quicker, easier decisions.
3. Interactive Elements
Interactive maps and visualizations will enhance user engagement and satisfaction.
4. Filtering and Personalization
Advanced filtering and personalization options will reduce search time and improve satisfaction.
5. Reliable Services
Highlighting trusted and verified real estate services will increase user security and confidence
USER INTERVIEWS

I have prepared for the interview by writing down relevant questions and creating a script. My goal is to confirm or refute my hypotheses through these interviews. (quick summary below).I gathered insightful feedback regarding their experiences and perceptions of the real estate market, particularly in the context of using online platforms like DIM.RIA for property searches.

USER PERSONA
CUSTOMER JOURNEY

This CJM aims to provide a comprehensive overview of the customer journey for our target personas, guiding strategic improvements and fostering a customer-centric approach.

Problems & Solutions

This CJM aims to provide a comprehensive overview of the customer journey for our target personas, guiding strategic improvements and fostering a customer-centric approach.

Wireframes

Wireframes

My Works

My Works

Services
Hi fidelity Mock ups
Solution 1
Online Viewing
Online viewing of new buildings and real-time communication with the developer's representative allows users to meet their needs and goals in the physical world through online means without leaving their home
At the end of the session, the user receives an electronic booklet (via email or Viber/Telegram) from the developer about the residential complex, pricing policy, floor plans, etc. This enables users to take advantage of additional offers on Dim.Ria and potentially change their behavior patterns.
Solution 2
AI Chat Bot
An AI-powered chat offers optimal viewing of new developments and easily accessible information. It provides comprehensive opinions, overall ratings, and comparative analysis of selected housing options.
Solution 3
Bird's Eye View
Research shows users lack a "Real Life Experience" with our service. To address this, we can add a "Bird's Eye View" feature for new developments, allowing users to view the layout alongside the map.
Solution 4
Direct Route to Sales
Users prefer visiting residential complexes in person rather than using online tools for consultations. Added a route-building feature to the sales office on the site. This keeps users on the platform and increases loyalty to DIM.RIA, with positive responses counted as conversions.
Cognitive Overload
Endless scrolling and numerous action buttons on apartment pages create cognitive overload and confusion. Inconsistent information display when switching between tabs also causes problems.
Solution 5
Information Architecture
Presenting information in structured blocks to create a linear and logical flow on the page. By minimizing large text blocks and incorporating expandable accordions, users can access details on demand. This approach simplifies information processing and helps users retain key aspects more effectively.
Difficult Access to 
Verification Information
There is a lack of trust in the "verified" label. Access to information about the verification process and the ratings of new developments on the site is complicated and unintuitive. The website is not sufficiently transparent about the verification of new developments: it states that a property has been verified, but without details about the process
Solution 6
New Verification Tab
Following the feedback, a decision was made to introduce a new tabulation item that provides direct access to verification information and ratings in a single convenient section. This step aims to simplify navigation and enhance user trust and satisfaction with the site.
Subsequent Maze Test Results
After implementing the changes, another round of testing was conducted in Maze. This time, 85  of users successfully completed the tasks in just  an average of
1 -2 minutes.
Information Findability Test
Objective: I've decided to conduct the testing using Maze. To determine how easily users can locate detailed information about property verification on our platform.
Task 1
Navigate to the property page on our platform
Task 2
Find the information about property verification on the property page.
Task 3
Provide feedback on your experience, noting any difficulties you encountered in finding the information.
Maze Test
Average Time Spent Searching
3 minutes and 45 seconds to complete all three tasks
Success Rate
40% of users were able to find the information successfully
Qualitative Feedback
  • Users found it challenging to locate the property page due to unclear navigation labels.
  • Many users struggled to find the specific section on property verification; the information was buried too deeply within the page.
  • Some users suggested that the layout was cluttered, making it difficult to identify where the property verification information was.
  • Users recommended adding a more prominent link or button for the property verification section, as well as a dedicated tab or section in the navigation menu.
  • Overall, while the information was considered valuable, the process of finding it was frustrating and time-consuming. Enhancements to the user interface and clearer labeling are needed to improve accessibility.
Outcome
UX Value
  • Enhanced User Engagement: Implementing features like online property tours, AI chatbots for housing comparisons, and interactive maps increased user interaction and satisfaction by 34%.
  • Improved Information Architecture: Organizing content into logical blocks and adding a verification tab for property authenticity enhanced user trust and navigation efficiency.
  • Increased Transparency: Providing clear information, including developer verification details and ratings, built user confidence in the platform.
  • Personalized User Experience: Advanced filtering and personalization options reduced search time and improved user satisfaction. Which allowed users purchase their preferred properties this increased revenue for the company
Learnings & Takeaway
  • Monitor and Analyze Metrics: Regularly track retention and conversion rates to assess the impact of implemented features and identify areas for further improvement.
  • Gather Continuous User Feedback: Conduct ongoing user interviews and surveys to understand evolving needs and preferences, ensuring the platform remains user-centric.
  • Iterate on Features: Refine and enhance existing functionalities based on user feedback and data analysis to continually improve the user experience.
  • Explore New Technologies: Investigate emerging technologies, such as virtual reality for property tours, to further engage users and differentiate the platform from competitors.
By focusing on these areas, DIM.RIA can continue to enhance its user experience, leading to higher retention and conversion rates.
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