Case Study

SUMMARY

Real estate investment portal – REsimpli

Project Summary

REsimpli is an automation platform for real estate investor. The product is a mixture of CRM, marketing automation, analytics, project management, and accounting system. The new system replaces the old spreadsheet based manual and repetitive workflow in practice with automated system with better insight and analytics.

Requirements

Sharad Mehta the founder was looking to create a system which is easy to use and easy to remember. An one step destination for real estate investors. The system which offers all the tools, features, and automated operation one needs to get things done faster, especially for real estate investors.

Challenges:

  • Creating design that targets 30-60 age group US resident users.
  • Design that looks pleasing and uplifting.
  • Design that delivers the trust and a sense of stability.
  • Making it relevant and usable for solopreneur to large teams.
  • Short and neatly organized navigation.
  • Top notch information architecture. Just the right in place information.
  • Easy to remember and short user journeys.
  • Well thought features/module separations.

USER RESEARCH

ALEX

A 20 something young user

Young – Enthusiast Users:

COMMON CHARACTERISTIS

Age Group

40-50

Occupation

Active Investors

Location

US Resident

PERSONALITY

Extrovert

 

Sensing

 

Thinking

 
TECHNOLOGY

I.T & Internet

 

Mobile Apps

 

Social Networks

 
GOAL:

Get the multiple things done, quick is their ultimate goal. And that is the reason why them chose this platform instead of manual proc-ess. These users are either active investors or working for an experienced investor who in most cases don’t have time to perform daily portal activities. The users are highly tech savvy, understand complex flows, interactions, and very adoptive.

ALEX

A 20 something young user

Young – Enthusiast Users:

COMMON CHARACTERISTIS

Age Group

40-50

Occupation

Active Investors

Location

US Resident

PERSONALITY

Extrovert

 

Sensing

 

Thinking

 
TECHNOLOGY

I.T & Internet

 

Mobile Apps

 

Social Networks

 
GOAL:

Get the multiple things done, quick is their ultimate goal. And that is the reason why them chose this platform instead of manual proc-ess. These users are either active investors or working for an experienced investor who in most cases don’t have time to perform daily portal activities. The users are highly tech savvy, understand complex flows, interactions, and very adoptive.

ALEX

A 20 something young user

Young – Enthusiast Users:

COMMON CHARACTERISTIS

Age Group

40-50

Occupation

Active Investors

Location

US Resident

PERSONALITY

Extrovert

 

Sensing

 

Thinking

 
TECHNOLOGY

I.T & Internet

 

Mobile Apps

 

Social Networks

 
GOAL:

Get the multiple things done, quick is their ultimate goal. And that is the reason why them chose this platform instead of manual proc-ess. These users are either active investors or working for an experienced investor who in most cases don’t have time to perform daily portal activities. The users are highly tech savvy, understand complex flows, interactions, and very adoptive.

WIREFRAMES

Design Flow

We need to come up with a design that feels natural. As the system we need to design is a combination of CRM, Project management, and Accounts sub-systems. Making the transaction between these sub-system should feel natural and deliver the uniform experience.

The brainstorming session on design flow and user journey helped us define the navigation structure. We were able to organize them in a more natural and logic groups. More detailed discussion on overall page architecture resulted in a more organized and clean design architecture.

Information Architecture

Information placement plays vital role in usability and learnability. We need to take care of our user persona 02 and 03 users while creating the input heavy designs. Overwhelming amount of inputs or information on page quickly frustrate these users. So, we need to make some conscious decisions and zero down to some tradeoffs while designing the core part of our application.

We tried our best to keep the input and reading experience very clean, minimal, and the least frustrating. This required us to iterate over a few design sketches for first few foundation screens.

Wireframes

We started our sketching process with user onboarding and lead creation journey. Generally the first few set of wireframes are experiments that helps us decide the overall project structure and use the information architecture we have in place. We create quite a few variation before zero down to single iteration.

DESIGN PROTOTYPES

Typography Selection

While the nature of the application was action oriented meaning there is a balance between the amount of text you read and action you perform based on it. It definitely did gave us some freedom to try and test a few san-serif typeface. After a few tests we finalized the Montserrat. The typeface has good shape geography and variety of weights that helped us define titles, labels, action text, and body text.

RUBIK – REGULAR

RUBIK – REGULAR

RUBIK – REGULAR

Colors Selection

Colors defiantly evokes emotions. And we got clear instruction from Shard about using the positive, clam, and motivating color as the primary color for the entire system. Picking up the Green wasn’t a tough decision either. We just need to find a variant that looks soothing yet professional. Color that wouldn’t look amateur or affect the maturity of people/organization working behind the product. After all, the end user should feel confident while using the product.

 
YELLOW
 
ORANGE
 
BLACK
 
WHITE

Shapes & Objects

Creating an action centric web application requires less design components. But that is the hardest part to make design interesting with very limited and well defined shapes. We used just three shapes RECTANGLES, ROUNDED – RECTANGLES, AND CIRCLES.

We used shadows just to give our flat element a sense of depth. Shadow element represents selected items, recommended actions, or object containers. The use of very basic shapes and shadow helped us create smooth user experience.

LET’S GET STARTED

Recent clients & testimonials

 

Looking for design? Let’s build the masterpiece together!

– Darshan Joshi, Founder