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PRODUCT REVAMP • 2024

AgentNet App Revamp

AgentNet App Revamp

Rebuilding for Scalability, Usability, and Alignment within the PropertyGuru Ecosystem.
Rebuilding for Scalability, Usability, and Alignment within the PropertyGuru Ecosystem.

DAILY ACTIVE USERS

+10%

+10%

Baseline to Post-Launch

Baseline to Post-Launch

LISTING COMPLETION

+25%

+25%

Efficiency & Flow Improvement

Efficiency & Flow Improvement

CSAT SCORE

+63%

+63%

Sentiment Jump from 38%

Sentiment Jump from 38%

TRANSFORMATION

Impactful Evolution

Impactful Evolution

THE CONTEXT

PropertyGuru:

Leading the Region

PropertyGuru:

Leading the Region

AgentNet is a mobile tool provided to property agents who subscribe to PropertyGuru's services. It allows agents to manage listings directly on the platform, which feeds into the consumer-facing property marketplace. As Southeast Asia's leading property technology company, the app serves thousands of real estate professionals across diverse markets.

The Challenge

After 7 years of incremental feature additions, the app structure became unwieldy. Agents were spending 40% more time due to fragmented navigation, and the legacy design system was misaligned with the new PropertyGuru brand standards. The mandate was clear: rebuild for the future.

MY ROLE

Lead Product Designer

TEAM

Product Manager, Fellow Designer, Researcher, Engineering Team

TIMELINE

12 Weeks (Discovery to Launch)

THE PROBLEM

The Problem: Legacy at Breaking Point

The Problem: Legacy at Breaking Point

Fragmented Navigation

Fragmented Navigation

Agents spending 40% more time due to scattered and inconsistent navigation paths.

Agents spending 40% more time due to scattered and inconsistent navigation paths.

Unscalable Architecture

Unscalable Architecture

The codebase was unable to accommodate new feature requests or modern third-party

integrations.

The codebase was unable to accommodate new feature requests or modern third party integrations.

Outdated Design System

Outdated Design System

Visual language was completely misaligned

with the current PropertyGuru evolved brand standards.

Visual language was completely misaligned with the current PropertyGuru evolved brand standards.

Complex Listing Updates

Complex Listing Updates

Critical updates to photos, prices, and descriptions required excessive and frustrating multiple taps.

Critical updates to photos, prices, and descriptions required excessive and frustrating multiple taps.

Lack of Cloud Integration

Lack of Cloud Integration

Zero native access to Dropbox, Google Drive,

or iCloud, forcing manual and slow listing asset transfers.

Zero native access to Dropbox, Google Drive, or iCloud, forcing manual and slow listing asset transfers.

THE MISSION

"Deliver a better user experience with improved structure, scalable features, modern technology, and a fresh design fully aligned with the new PG Design System."

"Deliver a better user experience with improved structure, scalable features, modern technology, and a fresh design fully aligned with the new PG Design System."

"Deliver a better user experience with improved structure, scalable features, modern technology, and a fresh design fully aligned with the new PG Design System."

METHODOLOGY

Design Process

Design Process

01

Discovery & Team Alignment

Discovery & Team Alignment

We kicked off the project using the Lean UX Canvas

This aligned the cross-functional team on core problems, user needs, and business priorities, ensuring everyone was on the same page before any design work began.

02

Research: Collecting Agent Pain Points

Research: Collecting Agent Pain Points

We conducted extensive research to identify high-friction areas. Agents reported significant issues accessing active listings, navigating the dashboard, and managing enquiries efficiently. These insights formed the foundation of our improvements.

03

Synthesis: Information Architecture Overhaul

Synthesis: Information Architecture Overhaul

The legacy IA was fragmented, with critical tasks like listing management buried. We proposed a streamlined, mobile-first IA with clear entry points: Listing Management, Messages, Insights, and Reports.

KEY IMPROVEMENTS

• Simplified hierarchical structure

• Task-focused dashboard entry points

• Reduced tap-depth for primary actions

04

Design: High-Fidelity UI & Components

Design: High-Fidelity UI & Components

Applying the new PG Design System, we focused on high-density information management. The new UI enhances top navigation, adds quick sort/filter options, and introduces redesigned listing cards with sparklines for instant performance feedback.

05

Validation: User Testing & Feedback

Validation: User Testing & Feedback

We conducted in-depth 1-on-1 interviews to understand emotional reactions and task efficiency. This stage was critical for refining the listing creation flow and validating performance insights.

OVERALL FEEDBACKS

Agents really enjoy using new version compared to old one.

Liked the simplified, task-focused dashboard.

Quickly found active listings without getting stuck.

Performance and insights sections found highly useful.

AREAS TO IMPROVE

Request for bigger/smaller view toggle for listings.

Request for bigger/smaller view toggle for listings.

Need "Floor Plan" library within Creation Flow.

Need "Floor Plan" library within Creation Flow.

Unified Universal Search across the entire app.

Unified Universal Search across the entire app.

Cloud storage access (Dropbox/Drive) for photos.

Cloud storage access (Dropbox/Drive) for photos.

FINAL IMPACT

Measured Success

Measured Success

+10%

+10%

DAU INCREASE

DAU Increase

Driven by improved feature discovery and faster app response times in Singapore.

Driven by improved feature discovery and faster app response times in Singapore.

6-7 Min

6-7 Min

LISTING COMPLETION

Listing Completion

Reduced from >15 mins, nearly a 60% improvement in task efficiency for agents.

Reduced from >15 mins, nearly a 60% improvement in task efficiency for agents.

+63%

+63%

CSAT SCORE

CSAT Score

Significant jump from 38% baseline,

reflecting higher satisfaction with the professional feel.

Significant jump from 38% baseline, reflecting higher satisfaction with the professional feel.

THE ROAD AHEAD

Next

Initiatives

Next

Initiatives

Next Initiatives

Guided Tips

Roll out guided photo-taking

and listing tips to reduce

incomplete listings.

Roll out guided photo-taking and listing tips to reduce incomplete listings.

Guided Tips

Roll out guided photo-taking and listing tips to reduce incomplete listings.

Performance Hub

Introduce advanced agent

performance dashboards to

boost engagement.

Introduce advanced agent performance dashboards to boost engagement.

Performance Hub

Introduce advanced agent performance dashboards to boost engagement.

Feedback Loop

Continuously monitor CSAT and

DAU for future iteration cycles.

Continuously monitor CSAT and DAU for future iteration cycles.

Feedback Loop

Continuously monitor CSAT and

DAU for future iteration cycles.

That’s my journey with this project up to this point.

I hope it gave you something valuable to think about.
Explore more case studies below - each one tackles a different challenge.

That’s my journey with this project up to this point.

I hope it gave you something valuable to think about.
Explore more case studies below - each one tackles a different challenge.

That’s my journey with this project up to this point.

I hope it gave you something valuable to think about. Explore more case studies below - each one tackles a different challenge.

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