Real Estate Form Streamlining · 2021 · Lead Product Designer

EasyPeady

In late 2020, agents were overwhelmed by COVID related paperwork, especially the PEAD form required for every home viewing. I led the design and launch of EasyPeady, a web app that streamlined it.

SkySlope asked for a fast way to handle the PEAD-V form required at every home viewing. I led the design and launch. The work became a standalone product and later the groundwork for Breeze.

Impact

Developed and launched in one quarter
15% uplift in cross product engagement
Generated a pipeline of new paying users

Role

Lead Product Designer

Work included

UX, UI, User Research

Goals

How might we allow an agent to send multiple PEAD forms at once?
How might we use our MLS integration to auto-populate agent and buyer information?
How might we alert agents when a form is signed by all parties?
How might we automatically send the completed form to all parties?

The problem

Paperwork vs clients

Buyer agents balance paperwork against advising clients. SkySlope data showed buyers spend about 10 weeks searching and view a median of 9 homes, so the form needed to be fast and available anywhere.

The PEAD-V form, mapped by who fills each field — Who fills each field on the PEAD-V.

What to ship

The MVP had to cover sending one form or several for the same client. Sending to different clients in one pass, and looping in the listing agent, waited.

Use cases ranked by impact and release goal — Use cases ranked by impact and what made the MVP.

Research

In 2020, 53% of SkySlope transactions used a PEAD form. In 2021 it was 72%. Buyer agents were 46% more likely than seller agents to report difficulty, and the only competitor gated the form behind a paid membership.

The service

Agents wanted one envelope to sign, then individual PEADs sent to each listing agent. Doing that split by hand was the step to cut.

Service blueprint comparing manual split, multiple envelopes, and an automatic split — The manual split was the step to remove.

Swimlane of buyer agent, buyer, seller agents, and CC through the PEAD flow — Who acts at each step, from send through the completed envelope.

The product

Who is visiting

The flow asks who will visit, then reviews the information before it goes on the form.

Screen asking who will visit the property — Who is visiting.

Review screen before information is added to the PEAD form — Review before it goes on the form.

Prototype

Try the PEAD flow below, from choosing who is visiting through review and send.

The pivot

Mid development, SkySlope shifted strategy from a paid feature to a free standalone app to capture new users. I partnered on new branding, redesigned the key screens plus a basic style guide, and re envisioned the service blueprint.

Brand and system

EasyPeady color, type, and button styles — Color, type, and buttons.

EasyPeady inputs, radios, dropdown, and table states — Inputs and table states.

The flow after

Original PEAD flow inside Forms, DigiSign, and SkySlope — Inside Forms.

Standalone PEAD flow across pead by SkySlope, Forms, DigiSign, and SkySlope — As its own product.

Retrospective

The fast schedule led to one high impact oversight. An authentication problem surfaced only in user testing after the pivot. A technical audit should have followed the strategic change.