Helping customer to search for desired OYO Life property
Improving The Property Search Experience For OYOLife: UX Case Study
What is OYOLife?
OYO Life is a co-living space that allows people of various cities to come together and share a space and interest. It has become a way to live in metro cities these days. Here people live as a part of a community and share a beautifully designed fully furnished space. It aims at providing all the required amenities of comfort and hassle-free living. Additionally, to encourage it’s members it keeps organizing various events.
Around 80% of the traffic lands to the product listing page of OYOLife Mweb page which is one of the most used platforms by the users to explore the OYOLife properties. Thus, a decision to recreate the OYOLife listing page was taken.
Business Goal: To show the desired properties to the user which should aim at increasing the no. of leads.
- To build a solution that aims at giving quick results to the user
- To help them retain their long term loyalty
Old Product Listing page
OYOLife properties do not get enough attention from its customers due to several reasons, the following reasons.
- Use of search and filters to get the desired results
- Visibility of gender-specific properties
- Irrelevant content
- Action to view the detail of the properties
- Getting the desired results quickly
- Acquiring relevant information about the amenities and gender
- Access to check the details of the properties
Metrics that should be improved from the new design
- No. of clicks on the search
- No. of clicks on the filters
- No. of page views of the detail page
Understanding The Challenge
People go through a lot of struggle while renting a house and the situation gets worst for bachelors and unmarried couples. Additionally, even one gets a suitable place to stay the landlord imposes a lot of restrictions and rules.
Moreover, landlords use different judgment criteria to say no to the people who are seeking for space to stay. The reasons for rejection could be
- They have a pet
- They are from different caste or religion
- They are unmarried couples
- They are bachelors
- They are non-vegetarians
- They are divorced
- They have a night shift
- Their family visit frequently
- They stay with their parents
- They have a kid
And there are also some logical problems like
- There is a lock-in period
- Giving brokerage
- Landlord interference
- The landlord stays in the same house
- Unawareness about the preparation of a rent agreement
- Very less or no information about the landlord
All the above problems have made the process of renting a house a tedious and stressful task. A seamless flow of renting a house in a few steps can reduce the worry of a person who is relocating to a different city or changing house.
The Journey Map
This is helpful in understanding the various digital touchpoints that I have focussed on while redesigning the listing page.
- Finds places near to his college or office
- Check the availability of public transportation from that locality
- Nearby market or store for daily needs
- Rental trend in that locality
Just like any other design project, I first took to pen and paper to ideate, experiment, and really just get everything that’s in my head out in the real world.
New Product Listing Page
The new design aims at improving the property discoverability for the user, and also portray the brand image for loyalty, trust, quality and freedom.
Although the old design has the search bar at the same location the title given in the bar does not motivate the user enough to search for the locality. As per the data, around 80% of the user use OYOLife when they are relocating to a new location which makes it quite obvious that they are not familiar with the popular or nearby locality. Thus, asking about the location or college and showing them properties nearby has increased the use of search by 84%.
I want to bring notice to the basic information about the property in the property card. According to my research, I understood that information like gender, occupancy and amenities could be the primary decision making factor for the user to click on the card. However, in comparison with the older design where the primary action button was schedule free visits were giving us more leads but the newer design has improved the no. of page views on the property detail page.
The result of the decrease in no. of leads from the new design has indicated us to run the A/B test for another 2 weeks. The results showed that the older design was generating more leads by 3% but the data, also shows the increase in engagement time on the new listing page and increase in page views of the property detail page. This insight brought us to the conclusion that we are getting better quality leads from the new design.
As mentioned above, I found that one of the fundamental steps of the user journey is to collect information related to the price range of localities near to his office or college and also after understanding the trend that the most frequently used filters to find a property was occupancy and gender. Hence, a decision to bring these filters on the listing page.
This has reduced the no. of clicks of the filter screen from the old design which is due to users get the most frequent on the listing page itself which has ultimately increased the use of filters like price, gender, and occupancy.
Though the newer design helped us in many ways there were certain falls also.
- There was a marginal difference in no. of users scheduling visits.
- There was a decrease in the use of other filters as we have brought the most frequent used filters on the listing page
To verify the performance and to increase the no. of clicks of schedule a visit. We decided to do A/B testing with two action buttons i.e. View More and Schedule A Visit. It was rollout to 25% of the total users.
There were still less no. of clicks on the schedule a visit. This experiment has made clear that users are more inclined towards checking the property information rather scheduling the visits from the listing page. Hence, we have decided to go with variant A.
This was my first step towards improving the experience for OYOLife and the results was quite motivating. This project was not only about improving the discoverability of the properties on listing page but it proposes the concept of renting a property online. It is designed to see the information as user needs it at the same time the clean layout makes it more readable on the go.