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changs land

Changs Land is a real estate investment company specializing in cash home sales. The core business challenge was how to effectively convert online traffic into high-quality sales leads in a highly competitive market, all while launching the MVP under severe capital and technical constraints.
Summary
Overview
By conducting competitive analysis, user research, and iterative design improvements, the final solution successfully increased conversion rates by 325% and traffic by 150%, providing a smooth and effective experience for home sellers.
Deliverables
Real estate cash buyer site
Team
1 Designer, 1 Developer, 1 Product Manager
Project Challenge
1. Launch a website within a clear product vision and MVP
2. Overcome technical limitations to streamline address submission and improve conversion rates
Skills
SEO
Dev
Web Design
Process
Discovery
Competitive Analysis
Data & Inspirations
Define
Identify solution with stakeholder
Design
Build site and Integrate API
Iterate with Feedback
Deliver
1.↑ 325% Conversion Rate
2.↑ 31% Inquiries
3.↑ 150% Site Traffic.
3 months to launch

Context

In Need Of a Cash Home Buyer platform

See it live at Changsland.com.

A platform for cash home seller

In order to launch the website in two months, to quickly capture product vision and MVP in mind is essential. It is also worth noting that capital and technical constraints had to be taken into consideration. The proposed solution was to provide a site for seller easy to trust and use.
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Research & Problem

target users & Stakeholders

For a cash offer company typically has two primary groups of stakeholders: clients and target users. For the current company, it focused on sellers first.

Clients (Sellers):

1. Home Sellers: The primary clients of a cash offer company are individuals or families looking to sell their properties quickly, often in need of a fast and hassle-free sale.
2. Real Estate Investors: Some real estate investors who purchase properties for investment purposes can also be clients of cash offer companies. They may seek to sell or buy properties through these platforms.

The primary goal for clients (sellers) is to sell their properties quickly, often in as-is condition, and receive cash offers without the need for extensive repairs, staging, or a lengthy listing process.







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Analyzing Market & Competitors

Competitive benchmarking has shown that enabling target sellers to browse and contact the agent with less steps and to gain credibility for the company can enhance user engagement.

Findings: Providing the address to cash home buyer is an essential info. Since we target on for urgent sellers: Easy and quick process, testimonials for gaining credibility are the keys

HMW design a hassle-free process and trust-worthy platform for house seller?

Solution & Strategic Iteration

phase 1: Rapid MVP launch (1 Week)

The first iteration focused on quickly validating the core market need and product vision. While this version (featuring a basic schedule modal flow) successfully proved initial market demand, it generated user dissatisfaction and hindered lead qualification due to poor address capture.

Initial schedule modal flow
Initial design of home page and contacts page

Phase 2: Optimizing for Friction and Delivery

Based on client dissatisfaction and the need for higher-quality leads, the second phase focused on a redesign that was both intuitive and technically sound.

1. Information Architecture (IA)

Redesign the schedule feature to the schedule modal flow

2. The Address Challenge (Engineering Feasibility)

The most critical technical challenge was enabling users to seamlessly input their address on the homepage and have it automatically populate subsequent forms to maintain a low-friction experience.

Second round of design for home page to submit address

results

Impact , Data Validation

The design strategy was validated by the market, successfully turning the website into a high-performance sales funnel.

"The site looks more delicate and easy to use! "

325%

Conversion rate

150%

Traffic views

31%

Qualified leads

Learnings

Future Steps

The improvement doesn't end here. If there were more designers and developers:

  • User Testing and research: If I there were more time and no limitations on the capital, thoroughly user testings and interview should be conduct
  • AI chatbot assistant: AI is the trend for nowadays's site, if the chatbot could be implemented on the site, it could solve the FAQ and also leading to a intuitive use
  • Address filled: The address feature needs to integrate google api to have auto-correction and save time when encounters typo

Key Takeaways

  • ‍Juggled many different hats: Working in an early-stage startup is not easy. I dedicated hours of my spare time and weekends conducting research, sketching, testing and designing the product alongside creating pitch deck presentations, but its a priviledge to work closely with the client and get to know business objectives
  • Turned an idea into a product: Working for startups is never a step that is taken lightly, the ability to transform an idea into something much more tangible is a process that is both exhilarating and rewarding. There is only so much time and effort that need to invest so it's important to focus on the features that can deliver the highest value for your users and also integrate UX process into the product for a better vision and user experience

thank you🫰

Hoping you have a good one 💐

Thank you for reading this case study! If you’re interested, feel free to check out my other projects in "WORKS"

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