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While RealGeeks had a mobile application, it just wasn’t getting the engagement from customers that would indicate success. The RealGeeks sales team consistently heard feedback from potential customers that the mobile app was a dealbreaker due to the lack of features, and how clunky the user experience was. We knew if we wanted to stay competitive, the next big investment needed to be in our mobile application.
I put together user research focus groups with both potential customers and existing customers, and after distillation and affinity mapping, broke down a plan for the mobile app redesign / introduction of new features for the RealGeeks mobile application to be executed over the following year. My A/B testing, further focus groups, collaboration with marketing, sales, and customer service teams, and post-launch follow-up led this project to success.
One of the focus areas of our customer research was understanding WHICH features were most important to our customers. As on-the-go real estate agents, they’d need to be able to keep track of individual client journeys, send documents and be in touch with leads from wherever they are, and keep response times short. We were able to put together a list of key features that meant a lot to existing and potential customers, and a short-list of “maybe” features. After some on-site observation with agents and further customer focus group research sessions, we narrowed the feature list down and created a simplified-but-feature-rich redesigned mobile application for our customers.
Initially we focused on existing features, improving interaction and navigation for ease of use. After releasing the initial redesign, we introduced a handful of new mobile features, including mobile chat with teammates, mobile email/text/call integration, automated lead engagement, and follow-up reminder management.
After rollout and training of the RealGeeks sales team, we saw an 8% uptick in new customer acquisition - customers who specifically referenced their interest in the newly designed mobile application! We also saw a 35% increase in daily engagement with the app from our existing customers.
