Passingdoor: MVP to Launch v1.0
10xDesign's innovation designer, Aishley, led the product design for Passingdoor. This was a challenging project for us since the dev budget was limited and we were trying to innovate in a space that hasn't seen much innovation at all. Proptech. The following is written by Aishley.
Project Overview
Passingdoor started with a vision of allowing residents of NZ to swap homes in one go. But, soon realised that creating a product that would facilitate such a transaction will require a lot of trial and error to get right. I worked with Passingdoor to create a product that allowed people to buy a new home while selling their current one. All in one go. On one platform.
101's Value Proposition
To allow single home owners the freedom to buy and sell homes in one go so they don't have to be stuck in a limbo or locked out of market.
Our role
My role at Passingdoor was to lead the product strategy to make sure that a V1.0 could achieve the proposed value proposition. While, positioning the product in a way where we could easily build on top of the product. Our dev budget was limited working on this project so the designs had to be easy to build and easily translated across mobile and desktop.
The Process
We use a simple 3-step process for all our work. You can read more about it here.
Big Picture
Passingdoor had to create enough value through its product for people to list their property with them instead of listing it with a real estate agent.
The goal was to gain a pool of homes for sale that weren't on the market anywhere else, this would allow Passingdoor to market heavily
Accessing off-market homes was something we could do since every 'buyer' also had a home that they were selling. So we had to craft an onboarding that took each user's buyer and seller profile.
Insights
Very early on we figured out that a lot of our customers were happy to share details to their homes without ever officially going to market.
We had to create an experience where the homeowners felt listing their home without ever going to market
We were essentially trying to create a market that was 'off-market'. If that makes sense. Our key insight was that if it was comfortable for people to list their home, they would. Especially if there was an incentive attached to it. In this case, they could see other 'off-market' homes.
We figured out that using a Tinder-like approach, where we matched buyers with homes, we could allow for a private 'off-market' market instead of having a browsing experience that would feel invasive to many of our homeowners.
Design Solution
Given the goal and the insights we decided that there were a few must haves in our solution.
Incredibly easy and clear onboarding
Listing your home should feel comfortable and still private
Accessing the listed homes should give enough information about the home/owner while also protecting their privacy
There should be easy non-intrusive communication between homeowners
The Result
We designed a product that had a very clear market. Homeowners looking to move into a new home. Each user was a simultaneously a buyer and a seller. We designed a product that clearly separated the two profiles of a user, allowing them to connect with those interested in their home while connecting with listings they were interested in.
Passingdoor Onboarding Journey
View Match - Responsive (tablet)
App Key Screens - Preferences, Matches, Chat
App Design - Desktop
Project Status
Since I worked with Passingdoor, they have gone on to raise a seed round of around $1.5 Million from some very savvy investors in New Zealand. Including being the First Cut challenge winners.
Design Sprint
We have carefully designed a process that works best for early stage tech startups. We run a 4 week sprint/accelerator to design the next phase of your app.
$10k-15k
for 4-6 weeks
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What is a design sprint?

Design sprints are an intense time based process where user-centered teams tackle design problems. Our version of this is a 4 week sprint where we help you solve business and product problems through design.

What can you deliver in 4 weeks?

In the past, we have delivered end to end designs in this period. We can take a concept or an idea to a first version with flows that is ready to build. We can take your current product and build out the next phase with cleaner design and better flows. We can take your current design workflow and improve it through a design system and design tokens.

How do revisions work?

We are open to feedback and work closely with you and your team. We are happy to accommodate for revisions as long as they are reasonable.

What is the payment schedule?

50% upfront, 50% on final delivery.

What if we are not happy with the work?

We will do our best to make sure you get your money's worth for working with us. We have always enjoyed working with startups because they are exciting, we buy into your vision and help you create a better product!

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