Habi is on a mission to open doors to house ownership in LATAM through a smooth buy/sell process.
Client and Scope
Habi is the second unicorn in Colombia and the first Proptech in LATAM to reach such status. The startup focuses on buying properties across Colombia and Mexico and selling them in better conditions. However, tech is key here, as the company is in charge of optimizing valuation and paperwork and partners with banks to smooth the loan process with future buyers.
I was the lead product designer in charge of designing the landing page for two countries and optimizing the funnel to capture upcoming leads from future buyers and sellers. I was in charge of capturing all information for the valuation as selling team, as the step after the funnel completion was the house purchasing. I lead the research, test, design and prototype process.
Habi is present in 15 cities across 2 countries. The website and registration funnel are geo optimized to meet specific requirements.
The registration funnel is key to the success of the business. I started the design journey with user testing to identify opportunities for improvement. During the user research, we identified some key problems.
- Our target users were homeowners above 45 years old with little to no technical knowledge.
- The buying process was not intuitive as it was not evident that Habi was the house buyer.
- The loading for some users was above 70 seconds.
I worked closely with the data team to identify the issues with the loading process and drop/off rates. The completion rate was around 40% which is really bad, so I decided to prioritize the funnel completion.
The registration funnel required users to enter complex information like house measurements, built meters vs unbuilt meters, and other house conditions data. For this, users needed to go through 10 screens, which is where most of the drop-off occurred.
To rebuild the registration funnel based on these learnings and improve the UX, I explored ways we could simplify registration and worked closely with the valuation team to understand what could be standardized based on our age group. I identified a need for human interaction and customization, but I tried to balance that with our business model.
I redefined the options available in the funnel with standardised, multiple options based on the region and an option to receive calls from sellers to complete the buying process.
I used tools like Figma for prototyping, Figjam for storyboarding and Overflow for testing.
I used Scrum to develop different design options and discuss them with stakeholders. We use Figma for the prototypes. After the new design was implemented.
I tested it with a group of 6 users. They appreciated the fact that they could fill out information without having to measure the property themselves and having the option to contact a seller.
The Home Page
I redesigned the home page for Mexico. The website receives more than 20,000 visits a day. The registration process varies from the original one, so it had to go through user testing, redesign, iterations, test, and evaluations to get to the final result.
The entire process took 2 months and 2 trips to Mexico for user testing.
We increased the completion rate from 40% to 70% and reduced the loading time from 70 seconds to 30 seconds in the worst cases. We also increased lead generation by 20% by adding direct contact from lead to sellers.