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Designing Photostories

A single feature that doubled Conversions & Engagement on Housing.com’s new app

Adit Gupta
Aug 31, 2015 · 5 min read

Background

It was March 2015, at Housing.com’s HQ we were all heads-down focussing on our “Mobile-only” approach to build the future suite of our products. We stumbled upon very peculiar usage pattern in our existing apps. People visiting the app’s Rentals product only cared for the Photos, Rent and Neighborhood while browsing on smartphones.

Less than 40% of our users on the Listing Details page ever saw more than 2 photos!

The engagement numbers were abysmal. We tried adding tooltips to teach users about that gallery. Didn’t work.

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Our Old Listing Details UX.
  1. Our user interviews and conversion pattern suggested people only lean on photos in order to make a final decision.

Enter ‘Photostories’

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Our New Listing Details UX with Photostories.

We called it a “Photostory”, because it narrates a story of the home through photographs and captions.

Within a couple of months, we polished and launched this interaction on our apps.


The Data

We looked at our analytics in a few weeks to check on the performance of our new feature. The numbers were astounding!

Photo engagement

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Shortlist Conversions

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Phone Call Conversions

Finally, we compared the metric which each lead generating platform closely measures; The percentage of traffic that finally converts into a lead via a phone call.

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Bottomline

This experiment taught me quite a few things.

  1. Images create a story you can never create with stats, numbers or text.
  2. Gently present the various options you have to your users. Make them damn simple to access.
  3. Measure your key metrics closely.
  4. No amount of tooltips can solve your UX problems.

About me

I’m a Lead designer at Housing.com on their apps. Love doing side projects. You can find me tweetin’ @aditsgupta on Twitter.

Please do leave a response or a recommendation if you learnt something or want to have a conversation about this post.

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Adit Gupta

Written by

Product Design @Flipkart | Previously @Housing

The Startup

Medium's largest active publication, followed by +668K people. Follow to join our community.

Adit Gupta

Written by

Product Design @Flipkart | Previously @Housing

The Startup

Medium's largest active publication, followed by +668K people. Follow to join our community.