top of page

Agent Connect

B2C and B2B SaaS redesign for Doma's title agents, focused on improving support and optimizing educational content. Agent Connect, a B2C real estate platform, needs a desktop and app redesign with new features to better support informed decision-making and progress tracking.

Role

UI Design

UX Design

(Team of 2)

Tools

Figma

Design Process

Discovery

Ideation

Design

Problem

Doma's title agents were using an outdated and disorganized platform called AgentConnect, making it difficult for them to access the resources needed to efficiently complete their daily tasks. It led to a lack of trust using the platform. 

Solution

Our team redesigned both the mobile app and desktop website to boost user engagement by incorporating various UI elements. These included an easy-to-filter search bar and prominently displaying the most frequently used features in the hero section to restore realiability. 

 

By simplifying the initial screens, we kept agents engaged, reducing drop-offs and significantly enhancing the overall user experience.

1
2
3
4

Discovery

Ideation

Design

Reflection

Discovery

Following Doma’s acquisition of NATIC (North American Title Insurance Company), it became clear that a redesign of the AgentConnect portal was essential to better serve users. Our first step was to analyze user intentions and identify both the strengths and pain points of the current platform.

 

Key product requirements included seamless access to third-party services such as Policy Tools, Over Limit Approval, and Quote Link Calculator. By leveraging Doma's new design system, we aim to deliver a streamlined and intuitive user experience.

Competitive Analysis

Conducting a thorough competitive analysis provided key insights into design patterns and user expectations within the housing market. This research informed my decision to create a simple user flow and a minimalistic, easily accessible interface. By understanding competitor strategies, I was able to design a trustworthy and user-friendly platform that meets industry standards.

Screenshot 2024-10-01 at 1.59.59 PM.png

How Might We Statements

How can we help the business cultivate greater transparency with its Agents?

 

How can we create user-focused flows that make the website intuitive and effortless to navigate?

Ideation

I created a site map, and a typical user flow to outline the journey of a user through AgentConnect while using a quick link feature. This better helped me to understand the user's experience. Afterward, I moved into the wireframing process, which went through several iterations. I gathered feedback from agents and peers before transitioning to digital mockups and then low-fidelity prototyping. Below are samples of some oof the research and ideation process I went through.

Screenshot 2024-10-01 at 3.46.06 PM.png

Design

After developing low-fidelity wireframes, I conducted moderated usability tests with three agent power users. They completed two scenarios using the prototype on both desktop and mobile, providing valuable feedback to inform the next design iteration.

Below are the findings which led me to design the next iteration.

Easily Accessible
Search Functionality

Placing a clear search bar in the hero section of the website and app allows users to quickly locate resources, improving navigation and reducing frustration. This intuitive feature helps prevent user abandonment by offering a direct path to the information they need, enhancing overall user satisfaction and engagement.

quicklinks.png

Marketing Services
Quick Links

The usability study revealed that users favored a simple quick link feature with icons and minimal text, making it easier to navigate and reducing cognitive overload. Research supports this approach, as poor product information can account for up to 8% of usability issues and contribute to 10% of user abandonment.

Educational
Banner Designs

From the usability study, we found that users consistently overlooked the educational offerings because they were styled too similarly to advertisements. This resulted in users perceiving valuable content as irrelevant, highlighting the need for a more subtle and integrated design approach to avoid the "banner blindness" effect. We changed this design to a carousel featuring our offerings to drive more traffic.

Design System

Doma-AC-Web Brand Guidelines.jpg

Reflection

The key learning from this study is that prioritizing the user's perspective is crucial in creating effective designs. The complexity of having an agent platform where the user can view all third party features that Doma has to offer was crucial to set us apart from other companies. To understand how to showcase this was the key. Features like a clear search bar or simplified quick links put user needs front and center, allowing them to navigate and find information effortlessly. By designing with the user in mind, we reduce frustration and the likelihood of abandonment. Ultimately, focusing on user-centric design leads to more intuitive, satisfying experiences that drive engagement.

bottom of page