Lead Designer
Valeri is PointData's artificial intelligence powered Automated Valuation Model (AVM) that draws on city-specific data sets, including sales data and unique proprietary layers to learn patterns and accurately predict land and property values and market trends.
After Market Sounding Research we conducted in 2020, we learnt more about our end users and the need to redesign our platform to better serve their needs, and promote engagement with our clients.
I lead the full design effort end-to-end from planning and research, through to execution and delivery. The primary goals were to improve user experience and communication across different cohorts, and to make our products easily accessible through the platform.
User experience
This full redesign included IA and menu design, UI and interaction design, visual design and graphic production.
Further improvements included functional optimisations allowing users to explore surroundings on the spot with map and street views which was found to be highly useful in user testing.
Repositioning the reports and providing quick access to the product description with a link to download the report saw high engagement and an increase in downloads.
Mobile rendering
The design journey
The product strategy included 2 large releases, each with iterations to deliver optimisations and release in sprints within a cross functional Agile delivery process.
I worked closely with Product and Engineering partners to define the release strategy. Firstly the company rebranded, re-platformed it's AI technology, and refreshed the product offering. I lead the collaborative branding and content design effort to reflect the company changes and improve the user experience.
I then undertook an inclusive user centered design process starting with research and moving through the product and delivery lifecycle through to execution (see the high level view in the diagram below).
Over 2 years, the iterative design process delivered measurable improvements as we learnt more about our users, and the product.
Research
• Competitor analysis as part of Market Sounding Research
(One of the key needs I saw based on the research findings was to give the AI platform a helpful face users can relate to)
• Engaged an agency and consulted on the formal research (focus groups, questionnaires)
Design and testing
• Created wireframes, mocks and finished designs (Sketch and Figma)
• Mid-fidelity prototyping in Invision for end user testing
• Ran guerrilla testing with internal participants using the test environment
• Planned and facilitated qualitative testing with external users with Invision prototypes on usertesting.com
• Formal testing using TestMate to recruit and facilitate sessions using my brief
Delivery
- Stakeholder management, ongoing prioritisation and alignment with the C-level executives and senior leadership
- Worked cross functionally to design and deliver in sprints (using Trello and Kanban)
- Engaged in Agile ceremonies including stand ups, sprint planning and backlog refinement (Gitlab), Retros etc.
- Collaborated with Engineers for design handover using Figma Inspect
- Post release quantitative data analysis with Google analytics, Hubspot (heat maps) and Valeri backend dashboards.
Valeri Platform redesign timeline - broad overview
User personas
One example of the personas we developed
User Testing
Internal testing - Some snapshots of the sessions with staff members and acquaintances.
The external usability testing was conducted remotely across two rounds of 6 participants each.
Wireframe snapshot
I worked closely with the developer to ensure the customer journey was personalised, effortless and consistent.
Figma wireframes showing part of the registration journey, and credit card addition and management
Registration - create password process optimised
Subscription process design - before and after shot
Iconography
Icons designed for Valeri Platform
MEET VALERI
We conducted Market Sounding research to understand our target audience and the results showed us that many people do not quite understand what 'artificial intelligence' is and some are actually frightened by it. In an attempt to minimise that issue we decided to 'humanise' Valeri. I was the lead designer in that project and the objective was to 'give Valeri a face': Valeri as a 'personal assistant' that can help you search for properties.
PROMOTIONAL VIDEOS
A couple of videos I made using Biteable.
SOCIAL MEDIA
I was responsible for designing all graphics for social media campaigns.
