Problem

The purchase and offer experience had evolved into a fragmented set of flows with overlapping functionality and unclear expectations.

A key issue was unclear user intent. Actions such as making an offer or contacting a seller lacked clear meaning, leading to confusion, inconsistent use, and low-quality interactions.

The experience was often slow and uninformative, requiring users to provide significant information without sufficient context or feedback. Different actions led to similar outcomes, effectively forcing users through the flow rather than guiding them.

Lack of clear intent and structure across flows resulted in a confusing experience, with similar outcomes regardless of user action.

My role

UX/UI Designer

Responsible for analysing existing flows, identifying friction points, and restructuring the purchase and offer experience.

Approach

Focused on clarifying user intent and structuring flows accordingly:

• Mapped existing entry points and user journeys
• Identified overlaps between buying, offering, and inquiry flows
• Defined clear intent-based paths (Buy, Offer, Contact)
• Aligned interaction patterns and data capture across flows

Solution

The experience was restructured into a unified system based on clear user intent and aligned interaction patterns.

• Separated flows into distinct paths for buying, offering, and inquiry
• Standardised form structures and required information across flows
• Moved high-intent actions from modals into dedicated flows to improve clarity and user commitment
• Introduced earlier and consistent lead capture across all entry points

The redesigned flow introduces clear intent-based paths and consistent data capture across all entry points.

Simplified fragmented flows into a clear structure with defined user intent, consistent forms, and earlier lead capture.

Impact

• Reduced ambiguity in user actions and expectations
• Improved clarity across complex transaction flows
• Enabled more consistent and structured data capture
• Improved quality of leads across the platform