Vortex Redesign
Making Vortex a clean and intuitive product
What changes would make this product relevant again?
Vortex is a lead management system that helps real estate agents generate more business. It’s been around for nearly two decades and it was looking its age. The interface was confusing, the design followed outdated conventions, and its user growth had slowed. REDX was also in the middle of building new products, but they all felt very different and disconnected from each other.
Vortex List View in early 2022
Vortex Detail View in 2021
The users had given us the solution
We searched through customer reviews and feedback provided to us by the customer success team to see what the most common complaints centered around. Users were frustrated with some of the product offerings, how information was displayed, and some hidden functionality. These issues were just further exacerbated in Sphere, Brand Builder, and the other new REDX products.
ClickUp task from the Customer Success team
Good intentions, first steps
The first step of this process was already in progress by the time I joined REDX - the creation and implementation of a design system. This was created to remove a lot of the guesswork in our designs and provide a more cohesive experience across our different products.
Next, we began updating the UI of each feature and page in our legacy product - Vortex Leads. Taking the user feedback into consideration and communicating with the developers to keep our expectations realistic, my team began with a new detail view. This allowed us to take a step in the right direction, but we didn’t feel like that was where things should land and stay.
Vortex Detail View in early 2022
Moving onwards and upwards
We had further discussions with users and our customer success team to know what to focus on in our next iteration of Vortex Leads. As a result of these conversations, we implemented some new features like tasks and campaigns, and adjusted the visual hierarchy to prioritize the information our users find most helpful.
We also worked with our stakeholders, who wanted to create more of a workflow to help agents know what steps they should take with each lead. This impacted our filters as well as the incorporation of the timeline and dispositions.
Vortex Detail View in late 2022
Rollout of the redesign was highly successful
With the recent release of the new List View and Detail View, we’ve found that not only do more of our users know how to work a lead, but they’re also more inclined to use our product while working with a lead instead of simply exporting it to their CRM.
I know this will go through many further iterations in the future, but for the time being I’m very happy with this update.
Vortex List View in late 2022