This case study explores how user feedback guided the evolution of the EspaceProprio Homeowners app initial set up (aka “the onboarding”), refining the experience based on insights from initial versions.
It also highlights how each new feature and constrain adds complexity to a process while illustrating the value of iteration.
My role: Product Design lead, alignment and hands-on UX
Context
The EspaceProprio Homeowners app was designed to connect users with the company’s ecosystem through three integrated tools. However, time and budget constraints led to a phased effort consisting of 1. The Onboarding, 2. The Maintenance Guide and 3. The Market Value Tool.
While this approach seemed logical, the staggered release introduced unexpected loops. When the Market Value entered beta without adjusting the overall experience, misalignments emerged, highlighted by a Task Completion Rate drop.
Process
Since the contrast of the Task Completion Rate alone didn’t explain the issues or (the why for the discrepancy), additional UX metrics needed to be fetched in order to learn more.
With the support of the analytics team and behaviour monitoring tools provided by the development team, we analyzed data from drop-off rates, session recordings, and qualitative user feedback (in the form of targeted interviews). This feedback was collected by following up with some of the users who encountered issues (and tracked witht he help of the dev set up).
Once this feedback sample was gathered a ticket was logged to bring the insights into the system and prioritize them in our backlog.
This information helped us pinpoint the issue: The original onboarding, while straightforward and effective for guiding users to the first tool, became problematic once the second feature was introduced. Instead of maintaining a linear flow, the experience turned into three overlapping loops, requiring users to re-enter information and repeatedly return to the starting point, causing undersandably confusion and frustration.
Results
To validate potential solutions before implementing them in the live product, we developed a prototype based on the insights gathered from prioritized support tickets, interviews, and screen recordings, then tested it with a smaller sample group.
During this internal testing phase, we identified improvements in the key previous pain points by observing and comparing metrics such as TSR and drop-off rates. Based on this feedback, we adjusted the flow.
The revised files then went through the approval process and sprint refinement before being handed over to the development team for implementation.
Moving forward, the next step was to roll out the updated version within the initial broader user group. This would allow us to apply the same methods as before to gather further insights and compare future metrics to those that originally highlighted the issues. Finally, our next findings will guide either a new iteration or confirm a success in improvement.
What the initiative covered
Had the goal of identifying the root cause of these usability issues and refine the user experience, which included:
Understanding why the TCR dropped
Gathering more information to diagnose friction points
Generating improvements without adding unnecessary complexity, and within our limited scope.
With the support of key partners, to align stakeholders to secure the necessary time and resources for UX and development.
How to uncover friction points
Initial metrics indicated that users were struggling to complete the onboarding process and reach the app's core features. Thanks to the collaboration with the analytics, development, and QA friends, we identified the root cause: the onboarding flow contained repetitive loops, where users were over and over asked for basic information (for example, name and home details) and often times ended up back at the funnel screen. Given these issues, we were actually surprised the task success rate (TSR) wasn’t lower!
Although we couldn’t pinpoint the exact reason users chose to continue despite the frustration, we attributed this behavior to the Sunk cost fallacy, a cognitive bias, the tendency to push forward even when time and energy are being lost.
By analyzing TSR, drop-off rates, and screen recordings, we were able to clearly voice these user concerns, which were then presented to key stakeholders to secure the necessary time and resources to prioritize fixes.
While we were testing a new prototype with a smaller sample group, we worked with the developers to implement some quick wins. These included tweaks to the setup that allowed the app to remember previously entered information (like the user's name) and streamline the onboarding flow by removing unnecessary steps.
While this didn’t fully resolve the looping issue, it did reduce some of the frustration that allowed us to gather more information on the friction point.
As the lead, I drove these improvements by working along side our team. Guided by data and user feedback we gather, we iterated on the actual experience findings instead of adding features that could have complicated it.
Opinions on how a product should evolve will always differ, and balancing simplicity with new functionality takes teamwork and constant alignment.
The impact
The importance of considering the overall experience as a whole, rather than focusing on individual paths, was a key learning point. Although this is not always easy due to company priorities, timelines, and stakeholder decisions, advocating for this approach and providing proof helped us demonstrate an improvement in the experience, which included:
Reduced user frustration: Quick fixes improved the flow and experience
Better task success rates: Refinements led to higher TCR and TSR
Cross-functional teamwork success: Collaboration between UX, analytics, and dev teams ensured holistic problem-solving
Established a framework for future iterations: The improved methodology will be used for ongoing refinements
Final thoughts
This example highlights the power of iterative design and collaboration, almost like being part of a detective squad and solving cases, gathering clues. However, the work of UX is never truly finished. While some puzzles can be solved, others remain mysteries.
With each update, new insights, challenges, and opportunities for improvement emerge, ensuring the journey is always ongoing.
Mistakes are a natural part of the process, especially when working with tight timelines and evolving features. A mindset that views these as challenges, new information, or opportunities for growth allows teams to refine priorities, learn from missteps, and ultimately deliver a stronger product.
Thanks for reading! I’m excited to share the next project with you soon! 🔍