Company: Altisource
Project: Equator Website
Description
Equator is an Altisource (NASDAQ: ASPS) business unit, a lending service provider for the mortgage and real estate industries. This relaunch of Equator.com, replacing the closed Owners.com, brought the opening to the general public, playing the game with competitors like Zillow or Redfin, but also continued the previous operations related to investors. I collaborated in the ideation of user flows, put together some of the wireframes, and was in charge not only of the visual design of the entire -responsive- site but also the creation of several digital ads to include on the website as well as on external urls.
My Hats
UX Research, UX Design, UI Design
Process
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Understanding the Product
Conversations with product management to understand the main functionality and set the objectives.
Competition research: take advantage of potential issues they have, to turn them into opportunities for us to stand out over them.
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Research
Collected information about the potential users of the product, and tried to identify behavioral patterns.
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Analysis - Personas
Created personas and their empathy maps, and classified them. In addition, for this particular product we were able to identify three different roles: general consumer (home buyer/seller), real estate agents and property investors.
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Analysis - User Flows
Due to the different types of user and their necessities, along with the numerous targets they can aim to, we created multiple user flows. Some of them generic, others more concise and focused on specific functionalities, aka microflows.
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Prototypes, Tests and Visual Design
Collaborated in putting together some of the wireframes to be used as prototypes ready to test user reactions and behaviors.
Several wireframes were created collectively using inVision Freehand as the whiteboard tool.
After prototype creation, validation and testing, everything is ready to start the visual design effort. I needed to construct responsive layouts, so mobile-first was the premise. I also needed to make sure that the brand guidelines were properly applied through both the website and the digital marketing materials.
