look what I can do
YUCAiterations and smooth solutions for the housing startup that wants to revolutionize the lives of those who live in the city
challenge
Yuca is a housing-as-a-service startup, founded in 2019, with the mission of providing uncomplicated rental of ready-to-move-in apartments. Yuca's goal is to grow both its user base and brand recognition, ensuring that the perception of delivering what it promises is maintained.
To achieve this, it's crucial to consider the interface from the user's perspective, discovering their goals through research. How can these interfaces be improved to meet user expectations and achieve the company's growth objectives?
goals
After conducting thorough discovery research, I systematically organized the insights into key challenge areas and reformulated them as "How Might We..." questions. By directly addressing the identified issues, I refrained from prematurely proposing specific solutions, thus keeping the focus on desired outcomes.
The central questions aimed to heighten awareness of the diverse housing options offered by Yuca, acknowledging that users often lack full knowledge of the available services. This approach facilitated the effective formulation of design challenges and the development of solutions that authentically addressed users' needs.
To ensure a structured approach in seeking user-centered innovative solutions, I classified the insights into two primary goals when crafting the "How Might We..." questions.
01.
Facilitate the housing selection process for users, ensuring they are aware of all available options.
How might we create an integrated and inclusive experience for Yuca users, from discovering housing options to moving into their new home, ensuring they feel supported, informed, and connected at every step of the process?
Enhance the user experience throughout the user journey, from initial research to moving into a new apartment.
02.
desk research
competitors
quinto andar
It is one of the leading housing-as-a-service startups in Brazil. It has been offering simplified residential property rentals since 2013, eliminating the need for a guarantor and excessive bureaucracy.
research
After conducting the initial research and defining the problem, I identified key insights related to the issue. This approach enabled me to understand the broader context. I then developed a research plan based on the CSD Matrix. From these insights, I formulated well-supported hypotheses that directed the development of the research plan. Acknowledging the importance of a holistic, user-centered approach, the plan incorporates both contextual observations and survey-based research.
With the CDS matrix completed, I developed a research plan to establish a solid foundation of understanding and insights that will guide the next stages of the design process, ensuring that the solutions are genuinely user-centered and effective in addressing the identified problem.
65% stated being familiar with all housing options offered by Yuca.
"I know about shared apartments, but I didn't know about the individual rental option. I would like to have more information about this."
45% mentioned difficulty in finding clear information about availability and prices.
30% reported issues with communication during the search process.
"I found it confusing to understand the filters. More flexibility in selections would help in decision-making."-
Average satisfaction rating: 3.8 (on a scale of 1 to 5).
50% rated their satisfaction as 4 or 5, indicating a positive experience.
"In general, I am satisfied with Yuca, but there were some apartment maintenance issues that took a long time to resolve."
A heuristic analysis was used to identify the common usability issues.
market trends
With the data collected from research efforts, I analyzed and synthesized the information to extract key insights about user behaviors, preferences, and pain points.
Leveraging these insights, I defined the persona based on the research data.
prototype
thoughts
As a case study, I noticed a significant evolution in understanding the needs and expectations of users regarding the Yuca platform. Through the strategy of focusing on an iterative approach, I identified an area for improvement—the enhancement of the search component—and implemented solutions aimed at providing a more intuitive experience in line with Nielsen’s heuristics. Additionally, the model of continuous testing and adaptation ensured that Yuca could continue to improve and innovate.
The method of continuous modification and testing can be applied not only to the search component but also to other issues identified during the research, such as the experience throughout the user journey. By adopting an iterative approach, we can address each challenge in a focused and progressive manner, ensuring that the tool continuously evolves to meet the ever-changing needs of users and the market.
Based on the analysis of the research results, I focused on designing a component that aligns with the following Nielsen's heuristics:
System Status Visibility
User Control and Freedom
Error Prevention
Recognition Rather Than Recall
Efficiency and Flexibility of Use
Aesthetic and Minimalist Design
Help Users Recognize, Diagnose, and Recover from Errors
housi
Established in 2019, it provides a digital platform for renting furnished apartments with included services and flexible contracts. It is a direct competitor to Yuca, especially in terms of offering ready-to-move-in apartments.
airbnb
It is best known for short-term rentals, but also offers long-term accommodation options. The platform may attract individuals seeking temporary or flexible housing.
digitalization and easiness
The digitization and simplification of rental processes, with a focus on user convenience, are a growing trend in the housing market. Startups like Yuca, QuintoAndar, and Housi are leading this change, offering intuitive digital platforms and simplified contracts.
convenience
Another important trend is the provision of included services in rentals, such as cleaning, maintenance, and internet. These additional services can attract and retain customers, especially in urban environments where convenience is valued.
insights
persona
heuristic analysis
problem definition
Here, I've defined only one component to develop, test, and analyze until the journey with this component is satisfactory for the user. I've employed this strategy not only to address a specific problem but also to establish a solid foundation for continuous improvements across the Yuca platform, promoting a satisfactory user experience and a sustainable competitive advantage.
The research revealed that the housing search experience is a significant area of dissatisfaction for users, with reported issues related to information clarity, availability, and communication. Therefore, improving this functionality is an identified priority to increase user satisfaction.
The search component is one of the first interactions users have with the platform. An enhanced search experience will not only facilitate the discovery of housing options but also establish a positive impression from the outset, influencing overall brand perception and conversion likelihood.
This iterative approach means I can implement gradual improvements based on user feedback and test results, ensuring that each iteration brings tangible and measurable enhancements.
usability testing
The purpose of this test is to validate whether the new component for the 'search' action in the filter of Yuca's search page aligns with Nielsen's heuristics.
Methodology: Usability test with non-interactive prototype
Profile: Volunteers aged 30-35 in the post-work shift.
Task 01: Locate and Explore the Search Section
Goal: Assess the ease of locating and understanding the search section.
Task: Please find the search section on the page and explore its elements to understand how it works.
Instruction: "Please find the search section on the page and explore its elements to understand how it works."
Observation: Observe how easily the user locates the search section and their understanding of the elements present.
findings
Task 02: Identify and Understand the Icons in the Search Section
Goal: Evaluate users' understanding of the icons in the search section.
Task: Identify each icon in the search section and describe what you think each represents.
Instruction: "Identify each icon in the search section and describe what you think each represents."
Observation: Assess the user's ability to recognize and interpret the icons present in the search section.
Task 03: Perform a Search and Interpret the Results
Goal: Evaluate users' ability to perform an effective search and interpret the results.
Task: Please conduct a search using the search bar and describe what you expect to find in the search results. Then, interpret the results and determine if they meet your expectations.
Instruction: "Please conduct a search using the search bar and describe what you expect to find in the search results. Then, interpret the results and determine if they meet your expectations."
Observation: Assess the user's ability to perform an effective search, interpret the results, and evaluate their relevance to expectations.
Users were confused about what to type in the search field.
They missed having a button to exit the search.
They would also like to have the option to search by map.
iterations
System Status Visibility
User Control and Freedom
Recognition Rather Than Recall
Efficiency and Flexibility of Use
