Sluice App Case Study
'Uber for home appraisals'
My role | 2019 - 2020
- Design research
- Journey mapping
- UI/UX design
Sluice was a new app (iOS, Android), built to streamline assigning appraisal work to eligible appraisers. I took over the project as the team focused on promoting Sluice and driving user adoption and retention. For Sluice I worked on:
- Creating personas of Sluice users
- Improving the floor plan tool
- Designing and documenting a “magic link” onboarding flow
- Created an onboarding video to introduce the app to new users
Sluice was being adopted by new users very slowly. I worked with our researcher to better understand who are users were and why they were not using Sluice.
Very strict technical and budget constraints meant that we had to focus on low-effort and high-reward improvements.
I worked with Michelle Jewel, InMotion’s researcher to interview and survey Sluice users to better understand how they use Sluice and how we can make it more useful for them.
We found that the floor planning interface did not match the mental model of appraisers. Appraisers typically draw floorpans by walking around the outside of the structure, measuring an outside wall, then drawing a line, then measuring again, then drawing a line until they have an outline.
Sometimes appraisers label portions of the shape with room names but they never add in furniture or interior details. We proposed eliminating unused features from the floor plan tool.
Many appraisers found the floor plan tool navigation confusing because of items they didn’t need or use and because of unfamiliar terminology
We drew journey map on a white board showing an appraiser’s work process and insights we learned along the way.
We created a journey map that showed Sluice could retain more users by making it easier for appraisers to:
- Schedule their inspection visits
- Calculate gross living area (GLA)
- Adjust for second story GLA (subtract stair area)
- Answer or (prevent) follow up requests surrounding the report
- Gathering comps
We created a diagram who orders which type of appraisal and how the orders are fulfilled. The diagram shows where Sluice fits into the overall market and potential areas to expand.
We had to focus on low-effort/high-reward improvements to Sluice that would make appraisal work easier. We identified several:
- UX improvements to the floor plan tool with low-dev effort
- Design and implement Magic Link onboarding
- New App Store Screenshots and Marketing video
- Minor cosmetic updates to the UI
Exploration and Iteration
Sample wireframes documenting top level of a complex Sluice form and the first branch.
Floor Plan Tool UX Improvements
Floor Plan tool improvements:
- Show dimensions by default
- Show grid by default and make items snap to the grid.
- Hide unused items
- Rename menu items to fit appraiser mental model
‘Magic Link’ Onboarding
To simplify onboarding to improve user acquisition rates, I proposed onboarding new users with a variation on the “Magic Link” process pioneered by Slack.
A link in the onboarding emails sent to new users contain authenticated URLs which allow the user to log into the app with one tap. Originally Sluice required users to log in and then fill out 12+ screens of forms to create a profile before the app let users get started.
In the new flow, once the user chooses a new password they are automatically redirected to the correct app store for their device to download Sluice.
When the app downloads and a user logs in, they see an onboarding carousel explaining the main benefits of using Sluice. Because their accounts were created in advance behind the scenes (to generate the authenticated links), they typically see new jobs they can accept when they log in for the first time instead of an empty job queue.
To explain the new onboarding process and the benefits of using Sluice I put together a promotional video
Results and what I learned:
- The conversion rate for users who clicked the magic link was 100%.
- I had to work under very strict technical constraints, but still advocated for what I believed was essential to improving the user experience.
- I learned that sometimes it’s best to say no to new features.
- Creating a graph to help explain to stakeholders our progress in improving the email conversion funnel.
Sluice Onboarding Video: Youtube
Sluice on the App Store: Download Sluice from the App Store.
#ui #interaction #mobile