Leveraging UX to create 
a competitive alternative 
to Canadian real estate market leader

Lexo is a product that automates the management of real estate documents for lawyers. To get a competitive advantage, their product had to provide a superior user experience.

Lexo built the initial prototype using Microsoft Dynamics, a CRM constructor tool. But since Microsoft Dynamics is quite limited customization-wise, the design didn't meet client's expectations.

Lexo needed a professional designer who knows how to make complex products user-friendly and can become a part of their team to collaborate with product owner and developers regularly.

UX audit

For the free 3-day trial, we made a UX audit for the prototype Lexo team built in Microsoft Dynamics. The Lexo team already knew that the design had many flaws. Our job as UX designers was to come up with a solid strategy on how to fix them. That's where UX audit came into play.

All the issues were marked according to the level of impact: minor, major, cosmetic problems, and critical usability issues.

Along with the UX audit of Lexo, we looked at their main competitors and highlighted design solutions that we could learn from.

Analyzing competitors: we decided to focus on customization and flexibility

During competitor analysis, we looked closely at Unity, Lexo’s main competitor and Canadian market leader. The first thing we noticed is that Unity haven’t updated their UX design for a long time.

To use this product, a user needs to take their time to understand it. We wanted Lexo to have more intuitive design, so that each person who starts using it, can do it effortlessly without long learning curve.

Lexo had conducted several in-depth user interviews and found out that lawyers were not particularly excited about the clunky interface. Yet they wouldn’t change to another product just for the sake of the experiment.

On the other hand, Closer, a new player on the market, decided to bet on the design. They changed the layout drastically, and lawyers didn’t like it. They would rather sacrifice aesthetics to preserve the structure they were used to.

Competitor analysis led us to focus on two things:

Flexibility to ensure better user experience and smoother work process.
Customization to let lawyers adjust the tool to their needs;

Customizable forms

To win over the competitors not only in design but also in terms of functionality, Lexo decided to introduce editable forms that serve to collect the data from clients, real estate buyers. In addition to adding and editing questions to the form, lawyers can also set flexible pricing fees and charges.

Optimizing user flow to automate the processes and reach maximum flexibility

For example, when a user wants to request a real estate transaction, they have to fill in the form and send it to the lawyer. Typically, this data is collected manually, but Lexo wanted to automate the information processing.

To use this product, a user needs to take their time to understand it. We wanted Lexo to have more intuitive design, so that each person who starts using it, can do it effortlessly without long learning curve.

In UX design terms, automation means shortening the user flow.

Coming back to the prototype created by Lexo in Microsoft Dynamics, in that prototype users had to open a new page every time they needed to edit information. We created side panels to make it easier: now, users can view, edit, or create a new buyer profile faster on the same screen.

Creating a clickable demo 
to get user feedback early on

When you want to design a product that would provide a better user experience than competitors, you have to test it with users as soon as possible. So our designer created a clickable prototype right after the first screens were ready.

Our designer chose a plain grey and blue style that Lexo used on their webpage before. As we have learned from user research, an original design for this type of product doesn't impress the audience.

The font was changed to Inter to ensure maximum readability, which is a crucial thing for products with many inputs and tables.

After the visualization got approved, we moved on to design other features.

Redesigning the calendar to streamline user navigation

When dealing with real estate purchases, keeping an eye on deadlines is the most important thing. We shaped the calendar in a way that users can have a quick glance at the number and types of tasks scheduled for each day and navigate with ease thanks to different colors used for specific types of tasks.

Optimizing dashboard to highlight the most important details

This screen is designed to show both the efficiency of the lawyer’s work (quotes funnel) and the efficiency of the tool itself, as it clearly states how many hours were saved by thanks to the Lexo’s tool.

The first release was launched before the deadline and gave Lexo a competitive edge

In the beginning, Lexo planned to release the new design in 9 months. Later, they decided to prioritize some features and launch the first release faster.

Our designer prepared versions for both releases, as well as a clickable demo, mobile adaptation, and landing page. The work was done in five months and handed off to the developers.

With top-notch UX design, Lexo are ready to enter the Canadian real estate market and compete with the leading product.

Let's design something special

If it feels like our UI/UX design company is a good match, but you still have questions about our work process, we can give you a free 3-day trial working with one of our designers.

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