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Projects

Seller Net Sheet for Agents

Seller Net Sheet for Agents

Seller Net Sheet for Agents

My Role

My Role

User Research, UX/UI Design, Competitor SWOT Analysis

User Research, UX/UI Design, Competitor SWOT Analysis

Timeline

Timeline

MAR 2024 → APR 2024 (One 30-day sprint)

MAR 2024 → APR 2024 (One 30-day sprint)

Tools

Tools

Figma, Figjam

Figma, Figjam

Link to live site.

Link to live site.

Team

Team

UX/UI Designer — Caitlin Ogburn

Product Owner — Sawan Tivakaran

Product Manager — Sam Shreder

Business Analyst — Connor Zito

Program Delivery — Deepa Albert

Engineers — Shailesh Lahoti, Raj Joshi, Jaya Ganeshna, Shashi Nalabolu, Satinder Singh

QA — Dave Floyd, Bhargavi Gudeti

UX/UI Designer — Caitlin Ogburn

Product Owner — Sawan Tivakaran

Product Manager — Sam Shreder

Business Analyst — Connor Zito

Program Delivery — Deepa Albert

Engineers — Shailesh Lahoti, Raj Joshi, Jaya Ganeshna, Shashi Nalabolu, Satinder Singh

QA — Dave Floyd, Bhargavi Gudeti

Project Overview

Project Overview

Project Overview

Problem

Problem

Problem

A Seller Net Sheet provides sellers with a clear snapshot of their true profit after all selling costs, not just the listing price. In Titlegenius by Radian, the existing Seller Net Sheet experience made this difficult to convey. Poor information hierarchy, complex inputs, and limited responsiveness increased cognitive load and made it harder for agents to confidently explain net proceeds during client conversations.

A Seller Net Sheet provides sellers with a clear snapshot of their true profit after all selling costs, not just the listing price. In Titlegenius by Radian, the existing Seller Net Sheet experience made this difficult to convey. Poor information hierarchy, complex inputs, and limited responsiveness increased cognitive load and made it harder for agents to confidently explain net proceeds during client conversations.

Solution

Solution

Solution

I redesigned the Seller Net Sheet as a decision-support tool, simplifying inputs and clarifying how fees, costs, and proceeds impact a seller’s final profit. The experience prioritizes accuracy, scanability, and responsive design to support faster, more confident pricing discussions.

I redesigned the Seller Net Sheet as a decision-support tool, simplifying inputs and clarifying how fees, costs, and proceeds impact a seller’s final profit. The experience prioritizes accuracy, scanability, and responsive design to support faster, more confident pricing discussions.

Impact

Impact

Impact

The improved experience reduces cognitive load, improves agent efficiency, and strengthens trust in financial conversations—helping agents clearly communicate true seller profit and guide smoother, more transparent transactions.

The improved experience reduces cognitive load, improves agent efficiency, and strengthens trust in financial conversations—helping agents clearly communicate true seller profit and guide smoother, more transparent transactions.

DEFINE

Research Phase 1

User Feedback Captured Internally

  • Responsive design gaps limited usability and readability across mobile and tablet devices.

  • Insufficient wayfinding made it difficult for users to locate fee information and return to previous results.

  • Dense data presentation created cognitive overload, preventing users from quickly identifying key fees.

  • Unnecessary field redundancy complicated the data entry process and reduced efficiency.


  • Suboptimal layout forced constant scrolling between inputs and calculations, hindering productivity.

DEFINE

Competitor SWOT Analysis

High level summary:

Sellers depend on the Seller Net Sheet to understand their true profit after all selling costs, but the existing experience made this difficult to interpret and explain. Real estate agents faced friction from complex inputs, unclear information hierarchy, and limited flexibility when adjusting scenarios, increasing cognitive load and slowing high-stakes pricing and client conversations.

Sellers depend on the Seller Net Sheet to understand their true profit after all selling costs, but the existing experience made this difficult to interpret and explain. Real estate agents faced friction from complex inputs, unclear information hierarchy, and limited flexibility when adjusting scenarios, increasing cognitive load and slowing high-stakes pricing and client conversations.

  • Heritage Title Company

    Strengths

    Provides comprehensive cost breakdowns and clear net proceeds calculations with a user-friendly format and the backing of a trusted brand, making it an accessible and reliable resource for all sellers.

    Weaknesses

    May lack advanced digital features compared to competitors, its accuracy can be affected by fluctuating market conditions, and services may be restricted to certain geographic areas.

    Opportunities

    Investing in advanced online tools and mobile app access, expanding services to new geographic markets, and providing educational resources to help sellers better understand the net sheet process.

    Threats

    Faces challenges from increased competition offering enhanced services, potential regulatory changes affecting real estate processes and costs, and economic downturns that could reduce property transaction volumes.

  • Timios Title and Escrow Services

    Strengths

    Provides comprehensive cost breakdowns and clear net proceeds calculations with a user-friendly format and the backing of a trusted brand, making it an accessible and reliable resource for all sellers.

    Weaknesses

    May lack advanced digital features compared to competitors, its accuracy can be affected by fluctuating market conditions, and services may be restricted to certain geographic areas.

    Opportunities

    Investing in advanced online tools and mobile app access, expanding services to new geographic markets, and providing educational resources to help sellers better understand the net sheet process.

    Threats

    Faces challenges from increased competition offering enhanced services, potential regulatory changes affecting real estate processes and costs, and economic downturns that could reduce property transaction volumes.

  • TitleSmart Seller Net Sheet

    Strengths

    Details

    High customer satisfaction

    Strong reputation for excellent customer service and support.

    Detailed and accurate net sheets

    Provides detailed and precise breakdowns of seller costs and proceeds.

    Experienced team

    Knowledgeable staff with extensive industry experience.

    Weaknesses

    Details

    Limited digital presence

    May lack advanced online tools and mobile app features.

    Dependency on manual processes

    Some processes may not be fully automated, leading to potential inefficiencies.

    Geographic restrictions

    Services may be limited to specific regions or states.

    Opportunities

    Details

    Technological advancements

    Developing advanced digital tools to enhance user experience.

    Market expansion

    Expanding services to new regions or states.

    Partnership opportunities

    Collaborating with real estate agencies and brokers.

    Threats

    Details

    Increased competition

    More companies offering similar or enhanced services.

    Regulatory changes

    Changes in real estate regulations affecting the process or costs.

    Economic downturns

    Economic instability can reduce the number of property transactions.

DEFINE

Research Phase 2

Problem statement:

Sellers depend on the Seller Net Sheet to understand their true profit after all selling costs, but the existing experience made this difficult to interpret and explain. Real estate agents faced friction from complex inputs, unclear information hierarchy, and limited flexibility when adjusting scenarios, increasing cognitive load and slowing high-stakes pricing and client conversations.

Sellers depend on the Seller Net Sheet to understand their true profit after all selling costs, but the existing experience made this difficult to interpret and explain. Real estate agents faced friction from complex inputs, unclear information hierarchy, and limited flexibility when adjusting scenarios, increasing cognitive load and slowing high-stakes pricing and client conversations.

Goals:

  1. Intuitive Design: Develop a user-friendly interface for the Seller Net Sheet that minimizes complexity and maximizes ease of navigation.

  2. Automated Calculations: Implement automated features that calculate costs, taxes, and fees dynamically based on input variables such as sale price, location, and specific seller circumstances. This reduces the cognitive load on the seller and gives the user calculation in real time by eliminating the friction of adding another step to calculate.

  3. Customizable Scenarios: Allow sellers to easily modify inputs and immediately see how changes affect their net proceeds. This includes testing different selling prices, adjusting agent commissions, or accounting for potential renovations.

User flow— paths to the SNS:

DEVELOP + DELIVER

Wireframes

User Flow — Figma Link

Common Viewports

Common Viewports

Common Viewports

OUTCOMES

OUTCOMES

Final Thoughts and Future Opportunities

  • Empowerment through Simplification: By making the Seller Net Sheet easier to use, real estate agents give sellers the clarity and confidence they need to make smart choices fast. This improves their experience and builds trust, which is key for successful property sales.

  • Adaptability and Future-Proofing: Regularly updating the Seller Net Sheet to keep up with new market trends and tech changes makes sure it stays helpful and relevant. This keeps it as a dependable resource for both sellers and agents as they deal with the details of selling property.

  • Educational Resources are a Future Opportunity to Consider: Incorporate tooltips, FAQs, and simple explanations of financial terms directly within the Seller Net Sheet. These resources would educate users ensuring they understand what each fee or deduction means without having to do external research.

  • Empowerment through Simplification: By making the Seller Net Sheet easier to use, real estate agents give sellers the clarity and confidence they need to make smart choices fast. This improves their experience and builds trust, which is key for successful property sales.

  • Adaptability and Future-Proofing: Regularly updating the Seller Net Sheet to keep up with new market trends and tech changes makes sure it stays helpful and relevant. This keeps it as a dependable resource for both sellers and agents as they deal with the details of selling property.

  • Educational Resources are a Future Opportunity to Consider: Incorporate tooltips, FAQs, and simple explanations of financial terms directly within the Seller Net Sheet. These resources would educate users ensuring they understand what each fee or deduction means without having to do external research.

Link to live site.