Realm provides homewoners trustworthy and unbiased data to make good home decisions, especially in relation to renovation pricing and ROI estimates. When I joined in March of 2022, their app had just launched and was doing shockingly well for the bare bones experience it offered. With such strong engagement metrics, we decided to go all in on the app but there was a top of funnel issue. Before adding new features, we needed to fix onboarding.
Duarte Henriques (Eng), Brian Jeong (Eng) Rohan Weigel (Data), Leo Zhu (PM), BJ Churnside (BI), Liz Young (CEO)
Interaction and visual design, prototyping, product strategy
The existing onboarding funnel's completion rate was very low and the users who were completing it weren't entering very many data points for their property. We knew that the more data points a user entered, the higher the chance they would continue on to complete a renovation with Realm. Furthermore, we learned that 40% of our users were unsure if the data we presented about their homes was trustworthy. We needed to increase the completion rate, encourage users to tell us more about their property, and build trust with them.
While this experience had the right idea, the execution needed a little massaging.
By reordering the steps, finding moments to show off Realm's secret sauce, and focusing on delight, we were able to create a much more successful onboarding funnel. My updated design system didn't hurt either 😉.
A splash screen that visually explains the value of Realm
An address confirmation screen that includes an interesting data insight to help Realm come across as knowledgable.
Once a user gets a taste for Realm's insights, we ask them to create an account.
Add the home value in the top right corner so as users edit their property info they can see it change in real time, encouraging them to make more changes.
Tell users when and where we found information on renovations, conveying that we are knowledgable and trustworthy.
Drop users into a home screen that prominently displays their updated home value, how much more their home could be worth, and the projects they can do to achieve the higher home value.
Ask users for permission to send notifications in the context of home value changes, since that is what they've just invested time in getting up until this point.