RE/MAX Lead Generation
Sitemap // Wireframes // Product Design // Prototypes
project overview
My Role
Lead UI/UX Designer
Goals
To create an intuitive app that helps aspiring pet owners find pets that match their lifestyle, reducing the number of pets that are returned or rehomed. We wanted to streamline the pet adoption process by integrating multiple shelters into one platform and making it easier to filter through the available pets based on specific needs.
As the lead UI/UX designer, I was responsible for conducting research, defining user personas, wireframing, prototyping, and conducting usability testing to create a solution that catered to both pet owners and adoption agencies. I collaborated closely with developers, shelter volunteers, and stakeholders to ensure the app was functional and user-centered.
The Problem
Many aspiring pet owners don't know how to choose a pet that fits their lifestyle or living situation. This often results in mismatches, leading to returned or rehomed pets. Additionally, the current adoption process involves jumping between various shelters and websites, making it inefficient for users.
the approach
Distill the Brand
Initially, our primary goal was to distill the essence of the RE/MAX brand. We aimed to uncover a compelling narrative that would resonate with realtors and broker/owners. This collaborative effort involved seasoned copywriters and project managers to oversee ongoing conversions and map out new initiatives.
Align with the Message
Throughout the process, we engaged in rigorous iterations and comprehensive analyses. We scrutinized every aspect of our messaging, from word choice to tone and visual style, to ensure alignment with our brand identity.
the method
Researching Competitors and Analyzing Industry Trends
We conducted extensive research on competitors and analyzed industry trends to gain insights into best practices and innovative approaches. This informed our strategy, helping us stay ahead of the competition and align our efforts with industry standards.
Collaborating with a Copywriter to Refine Messaging
A close collaboration with a skilled copywriter ensured that our messaging was clear, compelling, and consistent with the RE/MAX brand. This step was crucial for creating content that would effectively engage and resonate with our target audience.
Creating Wireframes and Prototypes for User Testing
We designed detailed wireframes and prototypes to visualize the new lead generation process. These were tested with users to gather feedback and refine the designs, ensuring the final product met user needs and expectations.
Implementing Salesforce and Pardot Campaigns
By integrating Salesforce and Pardot, we streamlined our marketing efforts. This allowed us to create targeted campaigns, track engagement, and automate follow-ups, significantly enhancing our lead generation capabilities.
Overhauling the Brand Style for Consistency
We overhauled the brand style to ensure consistency across all touchpoints. This involved updating visual elements, tone, and messaging to align with the new strategy, resulting in a cohesive and recognizable brand presence.
The Solution
Working with the larger strategy was key. I devised a comprehensive lead generation strategy that began with a streamlined initial form and evolved into a multifaceted series of initiatives. This included the swift development of targeted landing pages for social and ad campaigns, as well as the establishment of a framework for projects such as CEO-driven video content and event series that seamlessly integrated with the website.
With help from the franchise team, we implemented Salesforce and Pardot campaigns where we utilized templates to empower the marketing team to efficiently generate customized pages aligned with national ad campaigns and execute drip email campaigns for a wide array of distinct projects.
the impact
Understanding the User
Before diving into design, I conducted extensive research to understand how different people with varying levels of familiarity with pets approached adoption. This included interviews with first-time pet owners, experienced pet parents, hesitant adopters, and shelter volunteers. I explored the challenges they faced when finding pets that fit their lifestyle, from concerns about space and care requirements to compatibility with their daily routines. These insights shaped the user personas and helped identify key pain points, such as difficulty filtering for specific pet traits and information overload from multiple adoption platforms.
By understanding the user’s journey, we were able to build a solution that not only matched pets with the right owners but also helped new adopters feel more confident in their choices.
