In this post, I share insights into the processes and methods my team and I use at ImmobilienScout24. Central to our success is the dynamic team environment, which I’ve been fortunate to be a part of.

Our design team consists of roughly five members: two researchers and two to three designers. We work collaboratively with developers and product managers, fostering an interdisciplinary approach. Since joining the team in early 2016, we’ve shifted from a basic waterfall model to a more refined and interactive design and development process. This evolution means we no longer just adapt management’s ideas but actively contribute to shaping and directing development projects from the outset. We place the user at the core of everything we do and employ various methods and principles to enhance our work, which I will outline below.

Role Within the App Department

As part of the app department, we are responsible for both the iOS and Android apps. With mobile applications becoming increasingly central to our business, we are in the process of both redesigning and rebuilding them. Rather than launching a completely new app, we focus on iterative updates to the existing one. This approach is favored as users generally prefer gradual changes, which are less disruptive to their habits. Gradual changes also allow us to closely monitor user reactions and adjust our strategies accordingly in subsequent iterations.

Iterative Design Process

Each iteration begins with either learnings from previous cycles or new hypotheses. Through thorough research and understanding of user engagement, we identify potential improvements. These might stem from business goals such as increasing conversions or adapting to key performance indicators. We validate these hypotheses through additional ideation and testing, analyzing data and utilizing a variety of research methods.

Research Techniques

Our research varies depending on the current phase of design and development:

• Data Analysis: We examine all relevant data, from tracking metrics to app store ratings. This can also include data from other departments, like the desktop website, where applicable. A/B testing is a frequent component of our process, allowing us to gauge the impact of new designs or features on a subset of users initially.

• User Engagement: True to our user-centered approach, we regularly interact with real users through surveys and direct feedback. We also host weekly testing sessions in our office, inviting users to participate in tests that vary widely depending on our current needs. These sessions are observed via a one-way mirror and recorded for detailed analysis, ensuring that we fully understand user issues and can iterate effectively.

Guerrilla Testing Method

Another effective testing method we employ is guerrilla testing. This involves going to public places such as streets, cafes, or train stations—conveniently, there's one right next to our office—and asking passersby if they can spare a few minutes for a test. Train stations are ideal because commuters are typically just waiting, minimizing any disruption. However, it's important to note that finding participants who match our target audience in these settings can be challenging. Despite this, guerrilla testing is particularly useful for gathering insights on user interface (UI) design and information architecture, as it allows us to quickly and informally gauge user reactions to visual and navigational elements.

The Importance of Research and User Testing in Design

Research and user testing form the foundational elements of design. It's nearly impossible to create a successful product in isolation. Conducting consistent tests at every stage of the design process is invaluable. This continuous evaluation allows us to rapidly adjust and refine our strategies, ensuring that we can pivot as needed to achieve better outcomes.

Ideation and Design Workshops

After defining a problem, we conduct ideation workshops to brainstorm potential solutions. These sessions are prepared in advance with relevant data from previous research. Non-designers such as developers and product managers also participate, bringing diverse perspectives and insights into what is technically feasible. Ideas are freely generated and discussed, and no suggestion is considered bad. After brainstorming, ideas are refined, and assumptions tested through prototyping.

Prototyping

Prototypes help us validate our assumptions before we commit significant resources. We utilize various tools, from InVision for simple interactions to more sophisticated dynamic prototypes, and even paper models for quick, low-fidelity testing. This stage is crucial for ensuring the feasibility and effectiveness of our ideas before full-scale development.

Team Building and Process Evolution

Our methods rely heavily on having a creative and collaborative team environment. Regular team meetings, such as daily stand-ups and retrospective sessions, help us exchange information and continuously improve our workflows. We’ve also introduced warm-up games before workshops to foster team spirit and creativity. These activities are brief but significantly enhance the energy and productivity of our meetings.

Acknowledgments

Special thanks to Caroline Smith, Lena Sarp, Rimas Albert, Leonie Brewin, Paul Befort, and everyone at ImmobilienScout24. Our collaboration over the past few months has been incredibly rewarding.