Optimizing property browsing and agent sign-up: A Nobul case study
Nobul is a Toronto based startup that provides customers–looking to sell or buy a home–transparency and a marketplace enabling them to take control of their real estate journey.
OVERVIEW
A bird’s-eye view
At Nobul, I worked with a cross-functional team to redesign property search and agent sign-up—simplifying real estate interactions, boosting engagement, and improving usability.
22%
Boost in agent engagement
CASE STUDY ONE
Property browse experience
Nobul faced high drop-offs in property search due to confusing filters, slow loads, and cluttered UI. Our goal: fix these pain points to boost retention, cut bounce rates, and drive engagement.
Goals at a glance
THE RESEARCH
What we discovered
Through 40+ user interviews and prototype surveys, we gathered qualitative data to uncover patterns, map user journeys, and identify root causes of frustration.
Through user survey we discovered:
of users reported confusion when trying to apply filters.
of users admitted they didn’t even use filters because they were too difficult to understand.
of users left the platform after waiting longer than 5 seconds for pages to load.
of users abandoned their search within the first 2 minutes due to difficulty navigating the site.
Survey data and behavioural map
THE SOLUTION
Plan of action
We simplified browsing by merging filters with the property grid. Applied filters appeared as clearable labels, and the panel was reworked to surface the most-used options first.
RESULTS & FINDINGS
What we saw after the update
5%
Increase in organic sign ups
Moving filters left and keeping the map visible improved browsing flow and navigation. Adding cash-back incentives boosted engagement and exploration across the platform.
LEARNINGS
Key learnings from the redesign
CASE STUDY TWO
Redefining agent onboarding
More than 60% of agents trying to join Nobul never finished sign-up, discouraged by a complex and confusing process.
Goals at a glance
THE PROBLEM
A broken journey
The agent onboarding process had several friction points, causing confusion and frustration for new users. By focusing on user feedback, we identified critical areas that needed improvement.
There was a lack of understanding due to insufficient metrics and tracking.
The sign-up process was perceived as confusing and tedious.
Many agents dropped off during the process, exiting before completion.
Lack of clear guidance throughout the process.
Overwhelming number of steps and information fields.
Unclear communication of the benefits of completing the sign-up.
THE RESEARCH
Mapping a clearer path
Addressing the issues in the agent sign-up process involved thoughtful planning and targeted improvements based on user feedback and industry insights.
To address these challenges, we followed a structured approach:
THE SOLUTION
Solutions that made a difference
To tackle the identified pain points, we implemented targeted solutions designed to enhance usability and streamline both the property browsing and agent onboarding experiences.
RESULTS & FINDINGS
Turning hesitation into commitment
The redesigned onboarding experience led to measurable improvements:
LEARNINGS