Keller Williams Business Tracker Redesign
User Research
Redesign
Cross-Functional
Redesigning a home tab to improve usability
Role
Product Designer
Team
UX Researcher, PM, and 5 engineers
Year
2024–2025
Overview
Agents at Keller Williams use KW Command, a cloud-based real estate and CRM platform, to manage their entire business. The Opportunities product is where agents track their business opportunities from cultivation to closing.
The Problem
While Opportunities is one of the most used products in the Command platform, the usage was primarily concentrated in the transaction management features of the product. When users don’t add new information as they progress through a business opportunity, there is less accurate insight into their GCI metrics, such as potential and probable income. Moreover, accuracy of such metrics was crucial for team leaders to monitor performance and set goals for the agents.
Usage of the home tab of a business opportunity was low due to a number of issues. The information hierarchy didn’t align with user needs; key information wasn’t always visible. Users often could’t find what they were looking for due to the unintuitive navigation flow. The edit modal was difficult to use with too many fields displayed in a cluttered format.
Opportunities is also one of the oldest products in the Command platform. Most of the UI didn’t align with the current design system. The co-existence of older and new components in the same platform reduced users’ trust in the KW brand and its suite of products.
Solution
Optimized the page layout. Utilized space more efficiently so that more content is shown above the fold. Key information is displayed in a sticky side panel that’s always visible no matter which tab the user is working in.
Improved the information architecture and hierarchy to align with user needs. Crucial information such as key dates and financials are moved up the page. Minor information such as integrations are moved down the page.
Improved the edit flow by making it easy to update individual fields. Since users often only need to edit one or few fields, inline edit fields made more sense than opening a form modal.
Updated components and visual language to that of the current design system.
Key Visuals
What I Did
Partnered with product management to define and align on the problem statement.
Conducted a card sort for the home tab content. Used the synthesized results to reorganize the content.
Collaborated with FE development to define the behavior and interaction of an inline-edit component created as part of the redesign.
Usability tested the new design with 5 super users. Partnered with UX research on creating the test plan and facilitating the moderated test sessions.
Presented the beta launch of the new design at an all-tech demo.
Result
The redesign was positively received by users—notably the inline edit function and improved content layout. All tasks scored 4.2 or above (1–5 Likert scale) for ease of usability.
Users noticed small quality of life fixes, such as fewer clicks to get what they need, visibility of client’s legal name, etc.
The updated UI brought a more seamless transition to and from other products in the platform. The brand alignment was well received by executive leadership.