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I mapped product opportunities across four areas: onboarding, guided search, prospecting, and open home opportunities. I extracted ideas from the journey map and turned them into quick mock-ups using AI, sometimes just prompts to explain an idea, sometimes sketches. A lot of back and forth and brainstorming.
 Then we aligned on direction. First a session with the product manager, then with key stakeholders, reviewing ideas against the product vision. After several rounds of refinement, the decision was made: iD4me was going AI-first.
 That changed everything. Instead of solving each problem separately, we had one product direction: an AI prospecting assistant. Conversational search. Detective work done for the agent. The right contact surfaced at the right time. Users searching the way they actually think.
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we defined our key users, I needed to validate my assumptions and understand them in depth. I conducted 12 interviews — 6 sales agents, 7 principals and business owners, 1 buyers agent, and 1 industry mentor who is a well-known BDM specialist and REB Innovator of the Year 2025.
 Note: I was new to the real estate industry, so I needed to quickly build domain knowledge alongside the research. Key problems identified Users couldn't search the way they actually think Agents prospect by farming streets and areas — they start with a location and work toward a contact. The platform worked best when you already knew the person's name. Agents rarely do. Too many searches to find one contact Finding the right contact meant running multiple queries across different tools — partial names, spelling variations, conflicting results. Too much time before a single call was made. The product required training to use Users had to know the right syntax, filters, and order. Natural language removed that learning curve and reduced load on the support team. Users had to do a detective work Figuring out which \"John Smith\" is the right one, or whether a number is current — that was on the agent. The product needed to surface the most likely match. 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Hypothesis: A more descriptive and action-driven CTA would encourage more sign-ups. Variation A: “Try it free” Variation B: “Create a memorial for free” Result: Variation A (Try it free) performed better in sign-ups.
 Test 2: Homepage Layout Concept Testing Findings Used: Early testing suggested that trust-building elements, such as testimonials, could play a crucial role in influencing purchase decisions. Hypothesis: Placing the testimonials section at the top would increase trust and incentivise the purchase process and increase conversions. Variation A: Payment section displayed at the top of the page. Variation B: Testimonials displayed at the top of the page. Result: Variation B (testimonials first) led to increase in conversion rates.","absoluteBoundingBox":{"x":21032.0,"y":5878.0,"width":750.0,"height":499.0},"isolatedAbsoluteRenderBounds":{"x":21032.431640625,"y":5882.60791015625,"width":748.400390625,"height":490.001953125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,54.0]],"size":{"x":750.0,"y":499.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.254901975393295,"g":0.275817006826401,"b":0.317647069692612,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,4,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,4,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,4,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2],"characters":"Test 1: CTA Button Language\nConcept Testing Findings Used: Users responded more positively to wording that emphasised the trial rather than the memorial creation.\nHypothesis: A more descriptive and action-driven CTA would encourage more sign-ups.\nVariation A: “Try it free”\nVariation B: “Create a memorial for free”\nResult: Variation A (Try it free) performed better in sign-ups.
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I conducted 12 interviews — 6 sales agents, 7 principals and business owners, 1 buyers agent, and 1 industry mentor who is a well-known BDM specialist and REB Innovator of the Year 2025.
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