Sepr8 stands as a dedicated B2C platform, offering homeowners a confidential avenue to obtain precise valuation reports for their properties. In mid-2020, amidst the COVID-19 pandemic, an overwhelming 90% of homeowners in North America were hesitant to permit real estate professionals entry into their homes. This cautious stance, while understandable for safety reasons, left homeowners in a challenging predicament. They found themselves in need of property valuations while navigating the complexities of staying safe during a global health crisis.

Within the real estate sector, numerous tools claim to provide estimated property values. However, a prevalent challenge lies in their accuracy, as they often fail to deliver precise valuations, leaving consumers with misleading information.

In our user research study, we conducted interviews with both divorcees and real estate agents to gain insights into their unique perspectives and needs regarding property appraisal applications. The findings illuminated a common challenge faced by both groups: the necessity for a comprehensive solution that facilitates fair and accurate property valuation in divorce settlements. Divorcees expressed frustration with the lack of transparency and objectivity in the appraisal process, often leading to disputes over property division. Similarly, real estate agents highlighted the inefficiencies and inconsistencies in existing appraisal tools, which hindered their ability to provide reliable guidance to clients navigating divorce proceedings.

These insights underscored the urgent need for a specialized appraisal application tailored to the unique requirements of divorce settlements. Such a solution would not only ensure transparency and accuracy in property valuation but also streamline the appraisal process, alleviating stress and facilitating smoother negotiations for all parties involved.

Sepr8 is an advanced automated home valuation tool designed to provide homeowners with precise property valuations. Leveraging cutting-edge data-driven technology, Sepr8 ensures accuracy and reliability in its valuation assessments.

The initial phase involved establishing the brand identity. To shape the brand's personality and gauge the product's feasibility, I conducted extensive primary and secondary market research to comprehend user needs.

The research uncovered a significant trend among the millennial demographic, indicating a preference for self-assessment tools over traditional professional services when evaluating their homes. Rather than engaging a professional for an in-person appraisal, this demographic favoured online tools offering quick estimates.

As a result, the brand's tone of voice was crafted to reflect speed, efficiency, and professionalism. The final logo design embodies this ethos, featuring a minimalist yet impactful design with text set against a neutral to bright green backdrop, capturing the essence of the brand's identity.

Following the establishment of the brand, I engaged in collaborative discussions with stakeholders to delineate the website's requirements. Key elements included the capability to access a sample report, detailed process descriptions, and a clear articulation of the value proposition.

The subsequent step involved crafting a wireframe to visualize the information hierarchy. Structured to prioritize the value proposition followed by product offerings, the wireframe adopted a streamlined one-page layout to ensure seamless navigation and prevent the need for page switching. This approach facilitated a natural scrolling experience, effectively meeting the stakeholders' requirements while enhancing user engagement.

This project spanned six weeks, inclusive of one significant redesign iteration. The initial phase provided invaluable learning experiences for our team, elucidating the essential requirements for an automated system and prompting further refinement of the copy. Upon completion, the final product underwent rigorous testing, leveraging analytic tools such as HotJar and Google Analytics to gain insights into user behaviour and engagement metrics.

To refine the effectiveness of the copy and images, a custom A/B testing tool was employed, enabling continuous experimentation with different versions of the website. Through this method, the site dynamically switched between variations every 24 hours, allowing us to gauge market response and identify which version drove higher sales.

The A/B testing phase also played a pivotal role in determining the optimal pricing strategy for the product. With competition in the field relatively low, it was essential to understand how the market would react to different price points. By analyzing click-through rates across each version of the website, we gained valuable insights that informed the final pricing decision, ensuring alignment with market preferences and maximizing sales potential.