ashley flowers
ashley flowers
case Study
case Study

03

Client: sellers shield
type: App update
Status: Complete

User-centered redesign

Peace of mind for stressed sellers

Overview

A new version of our real estate disclosure platform (3.0) had launched, but it wasn’t performing as well as the previous version (2.0). Agents and sellers found 3.0 harder to use, leading to slower adoption and lower engagement. Before a full migration, we needed to refine 3.0 to match and surpass 2.0’s performance, ensuring a seamless transition.

By analyzing user behavior and feedback, I redesigned key workflows, improved usability, and restored features users depended on. The result? A smoother, more intuitive experience that increased adoption, efficiency, and completion rates.

The Problem

Our new version (3.0) was meant to improve the platform, but users were struggling:

  • Critical workflows were disrupted increasing frustration and time to completion.

  • Sellers found the new interface confusing. Long load times, lack of feedback, and no way to correct errors lead to frustration and compliance risks.

  • Completion rates were lower than expected, stalling the migration to 3.0.

Why it Mattered

Agents and sellers rely on our platform to keep transactions legally compliant. Our platform decreases errors and legal risk for our users. For maximum adoption we needed to make 3.0 as efficient as (or better than) 2.0 while preserving its new capabilities. Additionally, supporting two different platforms was costing our company in database fees and development resources.

2.0
3.0
3.1

Approach

To bridge the gap between 2.0 and 3.0, I took a user-centered approach, gathering insights from:

  • Agent and seller interviews to understand pain points.

  • Usability testing to compare workflows in 2.0 and 3.0.

  • Completion rate analysis to identify friction points.

From this research, I focused on three key improvements:

  • Restoring essential features from 2.0 while keeping 3.0’s new features.

  • Redesigning UI components to improve clarity, brand cohesiveness, and ease of use.

  • Optimizing performance and automation to make tasks faster.

“This could expose me legally. I have to take it very seriously. It’s makes the process stressful.”

“This could expose me legally. I have to take it very seriously. It’s makes the process stressful.”

-Seller Interview

Solution

Solution

1. Restoring and Enhancing Familiar Workflows

1. Restoring and Enhancing Familiar Workflows

  • Brought back key 2.0 features that sellers relied on, making 3.0 feel more intuitive.

  • Reduced onboarding steps from 12 to 5, minimizing setup friction.

  • Streamlined form UI, cutting down manual entry errors and adding more support features to the forms like definitions and identifying common errors.

  • Brought back key 2.0 features that sellers relied on, making 3.0 feel more intuitive.

  • Reduced onboarding steps from 12 to 5, minimizing setup friction.

  • Streamlined form UI, cutting down manual entry errors and adding more support features to the forms like definitions and identifying common errors.

Notes from audit and update plan

2. Improved Clarity and Ease of Use

2. Improved Clarity and Ease of Use

  • Updated UI design blended the best parts of 2.0 and 3.0 to combine familiarity, innovation, and brand consistency.

  • Added inline guidance and tooltips to support sellers where they need it most without disrupting the experience by having to look up information or contact their agent.

  • Enhanced progress tracking, so sellers knew exactly where they were in the process.

  • Updated UI design blended the best parts of 2.0 and 3.0 to combine familiarity, innovation, and brand consistency.

  • Added inline guidance and tooltips to support sellers where they need it most without disrupting the experience by having to look up information or contact their agent.

  • Enhanced progress tracking, so sellers knew exactly where they were in the process.

2.0 Dashboard
3.1 dASHBOARD

3. Optimizing for Adoption & Migration

3. Optimizing for Adoption & Migration

  • Centralized dashboard restored and improved 2.0’s quick access to features.

  • Automated reminders and nudges to increase seller form completion rates.

  • Better mobile responsiveness, user researched revealed most users begin the process on their phone but complete the forms on their computer.

  • Centralized dashboard restored and improved 2.0’s quick access to features.

  • Automated reminders and nudges to increase seller form completion rates.

  • Better mobile responsiveness, user researched revealed most users begin the process on their phone but complete the forms on their computer.

  • Centralized dashboard restored and improved 2.0’s quick access to features.

  • Automated reminders and nudges to increase seller form completion rates.

  • Better mobile responsiveness, user researched revealed most users begin the process on their phone but complete the forms on their computer.

3.1 Mobile Designs

Impact

Matched and then exceeded 2.0’s performance, making full migration possible.

  • 240% faster seller onboarding, reducing friction and time-to-task rates for sellers.

  • 14% relative increase in seller form completion rates, improving efficiency.

  • Fewer compliance errors, reducing legal risks for agents.

“As a Realtor, it makes my life much easier since I can't help my clients with it. They are given clear instructions and are guided through the document. The responses are legible and each field is complete.”

“As a Realtor, it makes my life much easier since I can't help my clients with it. They are given clear instructions and are guided through the document. The responses are legible and each field is complete.”

-Agent Review

Reflection and Next Steps

This project reinforced the importance of user attachment to legacy systems—even well-intentioned upgrades can disrupt workflows. By listening to users, we created a familiar yet improved experience, ensuring a smooth transition.

Next, I’d explore:

  • Adaptive learning features to further optimize agent efficiency.

  • More automation tools to make transactions even smoother.

© 2025 ashley flowers