00

Pre-Redesign

RealtyShares redesign is an 8 week effort to phase out their legacy CMS, consolidate data source, and apply responsiveness to the site. The platform is split into investor and developer experience. This case study focuses on the investor side in 4 areas: browsing deals, viewing deal details, investing in deals, and investor dashboard. Design goal is to define/design components for future rapid development and remedy existing UX issues.

01

Post-Redesign

My research with the internal team became finance 101 lessons. Different deal types were entitled to returns with varying levels of risk. First effort included auditing all the terminology and standardizing labels across deal types for investors to compare metrics between options. The second aspect to the design was highlighting the success of β€œexited” deals. Exited deals are investments that have received a return and has been paid back in full. A.k.a our track record and investor interest.

02

What's the Deal

RealtyShares has a talented staff of underwriters that evaluate deals for the site. This portion of the site ran on a CMS so standardizing the input/output was a mapping challenge. I prioritized and organized the content to make key information accessible with standard interaction behavior.

03

Summary

A checkout is a is checkout anywhere. #Canbepainful. Investors just had to provide specific accreditation info, add bank account, then sign a 100 page pdf in this case. Optimizing the flow to encourage checkout was as important as the legality and accuracy of the user input (as well as technical limitations). Three pain points: A.) We were asking for redundant information, some of which was not required to checkout. B.) We were not requiring information needed to close a deal which caused a lot of post checkout follow up. C.) Unqualified leads/conditions were not built into the logic. D.) It’s so long. Identifying these gave me a clear direction to redesign the flow.

04

Dashboard

I reorganized dashboard sections and focused on directing users to a single action that accelerated investing on the platform. The most challenging part of the dashboard was applying sensible responsive patterns and information hierachy to the data being presented.