Rently screening
Rently is a property tech company specializing in self-guided tours and smart home devices.
This project explored how the rental application process can be simplified for renters and property managers while reducing fraud.
Role: Product designer • Collaborators: Product manager & engineering team
Times have changed
When Rently first launched its application product, it was perceived as a straightforward solution for property managers to gather information about renters and assess their eligibility for tenancy.
However, in recent years, there has been a concerning increase in fraudulent rental property applications, making the application approval process time-consuming and challenging.
The company recognizes this as an opportunity to revamp our product to help property managers proactively tackle this issue and streamline their workflow.
Starting from scratch
After finishing onboarding, I realized that there was very little information available about the product - not even an existing design file to use as a starting point. Additionally, the engineering team was still being finalized, and the product manager was transitioning into his new role. This led to a difficult start, with a lot of uncertainty.
However, I approached it as if it were a completely new product and started developing a plan to learn about it and lay the foundation for the team. I heavily relied on specific UX research methods, such as heuristic evaluation, C&C analysis, and reviewing qualitative/quantitative data, to pinpoint areas that needed improvement before considering adding new features.
Identifying the problem
Accompanied by the product manager, I conducted 11 interviews with renters and property managers. We also worked with our customer service team to identify common pain points during the application process.
Our findings showed that both user groups shared similar pain points, highlighting the importance of having proper documentation and understanding the review process. These two issues often led to communication challenges and delays.
“ When applying for a new rental, I want to take a proactive approach to have more control over securing my next place of residence. ”
-Renters
“ When processing an application, I want to review high-quality tenants who are serious about living in the property. “
-Property managers
Story mapping workshop
I facilitated a two-day workshop with our product manager and a diverse group of engineers—the workshop aimed to develop a feasible strategy for a new screening experience. We discussed the benefits this experience would offer users and its potential drawbacks.
Once aligned, the group participated in a story-mapping session to visualize the user flow. We aimed to simplify the experience, identify where the new verification feature could be incorporated, and assess the engineering resources needed to achieve our goal.
Design hand-off (MVP)
Finding the right balance
During each iteration, I evaluated the likelihood of user interaction and completion of the new screening experience while identifying any areas of friction that could be improved. Additionally, I utilized heat mapping tools to help me balance the information and directness of my design decisions.
Measuring success
The MVP was finally launched in October of 2023. After comparing the conversion rates of the previous and new experience over 90 days, we saw a 10% improvement in completed applications.
Although we are pleased with the result and felt encouraged to implement the new UI, it has also revealed an issue at the top of the funnel, where applicants abandoned the process from the first step.
Next steps
Our team plans to gradually implement our new designs and revamped experience while improving our conversion rate by 10% over the next few months.