Connecting Mexico’s largest real estate portfolio with users
As the leading real estate platform in Mexico, Pcom needed to enhance the experience for property seekers. New competitors were gaining traction by prioritizing product experience, which was impacting Pcom’s market share.
Company
propiedades.com
Date
December 2023
Role
Lead Product Designer
Team
PMs, Dev
Platform
App, Web
The Challenge
In recent months, conversion rates had dropped significantly as users turned to alternatives that offered a more seamless and engaging experience. To regain momentum, we needed to rethink how users interacted with Pcom’s vast property catalog and provide a more intuitive, user-centric experience.
Architecture: Structuring the Experience
To define a solid information architecture, we conducted a competitive benchmark, analyzing both direct and indirect competitors. This helped us integrate the strengths of both traditional and next-generation real estate platforms.
Additionally, we leveraged user data to identify the most consumed content within Pcom. This insight guided our prioritization and grouping strategy, ensuring that information was structured in a way that aligned with user needs.
To further refine our approach, we ran card-sorting sessions with Mexican customers, uncovering opportunities to innovate beyond industry standards while maintaining familiar navigation patterns. The result: an architecture that balances intuitive usability with a forward-thinking experience.
Approach & Execution
We combined data-driven insights with user research to create an intuitive and user-centered experience. By mapping user needs, refining content structure, and addressing real-world behaviors beyond the "happy path," we ensured a seamless and engaging journey.
1. Defining the Storytelling
With over 1.2 million properties listed, organizing and classifying listings for both rentals and sales was essential. We mapped out different user segments to ensure the browsing experience was tailored to their specific needs.
2. Crafting User Narratives
Understanding the motivations and goals of different users allowed us to shape experiences that met their expectations. This approach informed our flows and screen designs, ensuring that users could seamlessly navigate Pcom based on their intent.
3. Designing Beyond the Happy Path
User behavior rarely follows a linear journey. To support users in real-life scenarios, we incorporated feedback loops and strategically placed content and visual aids. This helped guide users through potential uncertainties, making their experience smoother and more intuitive.
Key Deliverables
Mobile-First Navigation
With over 67% of traffic coming from mobile devices, we prioritized a mobile-first design. A redesigned navigation bar encouraged registration and login for a more personalized experience.
Search-Centric Experience
Since users primarily visit the platform to find properties, we placed search at the core of the experience. Enhancements included:
Predictive search for faster discovery
JTBD-focused interactions aligned with user needs
Search history access for quick navigation
Popular Searches
We grouped high-demand search categories, aligning with the mental models of 71% of users who arrived from the country’s top three cities and regions.
Essential Tools in One Place
Pcom had developed various tools to simplify property searches. We created a centralized section for these tools, improving navigation and discoverability.
To meet the needs of 100% of users, regardless of their entry point, we optimized content and components for accessibility, industry standards, and user mental models.