Apartments sat vacant for an average of 45 days, and we needed to reduce time-to-conversion to boost revenue. The platform wasn’t fully tapping into the potential of deal promotions.

This experiment aimed to understand conversion when featuring deals, with an estimated ARR impact of $8M.

This project was no small feat. It required coordination between multiple departments, and while my supply-focused team drove the effort, we had invaluable input from demand-focused teams.

Instead of putting deals everywhere, I needed to be thoughtful and considerate in the most impactful places of the renters' journey.

Solution

Core design enhancements
• Dynamic deals – Featured eye-catching visuals to immediately hook renters.
• Enhanced listing view – Created featured apartment deal section with appealing messaging to renters.

I dove into designing various ways we could display these deals across the platform, from the home-view to sub-views.

My focus was on iterating through different interaction designs and UI treatments.

This required close collaboration with several designers and careful consideration of our evolving design systems.

We also tested the UI to ensure we were heading in the right direction, as this was a high-impact area with significant user interaction

Launched for 2 weeks on mobile and desktop, then paused for 3 months to gather metrics.

We set out to achieve what we wanted:
• Strategic prioritization – Moving fast by working within technical constraints.
• Cross-functional collaboration – Collaborating with multiple designers was fantastic despite competing priorities.