Empowering customers with choice at Opendoor
We built a personalized selling experience and expanded Opendoor’s product offerings.
Business problem
Opendoor needed to ensure customers were served the right product for their circumstances.
Timeline
MVP shipped in Q2 2023; updated design shipped in Q1 of 2024
Role
Senior content designer & UX writer
Company
opendoor.com↗
Customer problem
Customers expressed a need for choice and control when evaluating their home selling options.
Result
Pending analysis; directionally positive results observed with MVP launch, especially with re-engaged customers
Product initiative
0 to 1, fundamentally reshaping the company’s business and customer acquisition strategy
Background
After we launched List with Opendoor↗, we needed to develop a way to give customers choice.
Before this, Opendoor representatives would recommend one product over the other. But customers should be empowered to make the choice that makes the most sense for their unique selling situation.
Approach
We launched an MVP in one market to test a side-by-side comparison of both selling options. We did several rounds of intensive qualitative research to assess the effectiveness of the design.
MVP launch designs
Concept tested with user research
Different concept tested with user research
Main responsibilities & highlights
🧠 Product ideation & development
Partnered with product management, product design, engineering, and operations to develop this experience
📝 Copywriting & content strategy
Wrote landing page and email content for the initial launch of this work
👩🏻🔬 User research
Facilitated 8 qualitative interviews with customers to determine which designs were both appealing and clear
👩🏻💻 Content design & UX writing
Wrote all of the in-product content
Partnered with product design to ensure that the information hierarchy made sense to customers
Michael L., Associate General Product Counsel at Opendoor
“Gracie is a stellar content designer, that always gets to the heart of a consumer's needs and desires through both detailed research and common sense. This sets both the consumer and the company up for success, with the consumer fully understanding the product/service and the value propositions involved. Any company would be lucky to have her skill set.”