Framing the Problem

Despite being a top-five real estate portal, Movoto’s search experience didn’t stand out. Users consistently described it as “just like Zillow or Redfin,” cluttered with too much information, too many ads, and not enough clarity. Our challenge was to differentiate Movoto’s search across web and native apps - to move beyond static listings and create an engaging, insight-driven experience that built trust.

Approach

1. Establishing Principles. We grounded the redesign in two guiding principles:

   • Reinvent search patterns: Experiment with modern content formats (scrollable, story-like cards; embedded video tours) to make search more immersive

   • Surface unique insights: Provide data-driven context that competitors didn’t, framed simply and transparently to build credibility

2. Research & Evaluation

   • Led a 10-point heuristic evaluation across consumer web and native apps to identify UX issues like poor hierarchy, inconsistent branding, and lack of system feedback

   • Conducted usability testing through Usertesting.com to validate findings. Participants described the experience as “overwhelming,” “wordy,” and “basically Zillow with less trust”

3. Identifying Opportunities

   • Reduce cognitive load by collapsing or deferring non-essential choices

   • Improve visual hierarchy and brand consistency

   • Replace intrusive modals and irrelevant ads with more intentional user journeys

   • Introduce differentiated features that made Movoto feel smarter and more human

Product Evolution

Building on research and heuristic findings, we evolved Movoto Search by pairing bold experiments with foundational cleanup.

• New Search Patterns

  • Designed scrollable, story-like results for mobile, letting users swipe through listings like social content.

  • Added short-form video tours directly in search results, bridging discovery and deeper engagement.

• Property Insights

  • “This home is 12% cheaper than similar homes with the same square footage in this neighborhood.”

  • “Built 10 years newer than most homes nearby.”

  • “Energy efficiency rating higher than 80% of comparable properties.”

  • Usability participants cited insights as the most valuable, unique feature and a reason to trust Movoto.

• Visual & UX Cleanup

  • Improved hierarchy by minimizing or hiding secondary details until needed.

  • Streamlined UI across platforms, ensuring consistency between web and native.

  • Removed disruptive modals and competitor-driving ads that testing showed were a major frustration.

  • Clarified branding and UX copy to better set expectations and build confidence in the Movoto name.

Outcomes

The redesigned search experience didn’t just improve usability - it had a measurable impact on how users engaged with Movoto and how the business performed in a competitive real estate market. By making search feel more intuitive, engaging, and trustworthy, the project helped Movoto capture more qualified users and turn them into revenue opportunities.

• Revenue uplift: Conversion rates on leads improved by 4–5%, contributing an estimated $1.5–2.5M in incremental annual revenue through broker referrals and advertising.

• User engagement: The new patterns drove a 10% increase in return visits and an 8% boost in time on site, creating a stronger pipeline of serious buyers.

• Market positioning: Scrollable story-like browsing and value-based property insights differentiated Movoto from competitors, leading to a blended 2% lift in organic traffic share in major metros.

• Perception shift: Feedback from usability testing and surveys showed users perceived Movoto as more modern and trustworthy, reinforcing its position as a credible alternative to larger players like Zillow and Realtor.com.

The redesigned search experience proved that thoughtful design could set Movoto apart in a crowded market. Beyond metrics, the work established a scalable foundation for continued iteration, balancing short-term usability wins with long-term brand differentiation and user trust.

Achieved a System Usability Score (SUS) of 95 on the redesigned native search - rated “excellent” by users.

• Increased engagement in pilot tests with story-like and video-driven search compared to static list results.

• Property Insights became a clear differentiator, repeatedly called out as a standout feature compared to Zillow and Redfin.

• Established a consistent, scalable design system to reduce UX debt and maintain clarity moving forward.