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Designing an Automated Outreach Approach to Renting

RentailMail UX Research & Design Case Study

Quantitative Surveys, Journey Mapping, Usability Testing, A/B Testing, Competitive Analysis, Persona Development, Affinity Diagram, Low and High Fidelity Prototyping

Problem Definition

Why this is a problem

Negative emotions toward cold outreach and time constraints create barriers in rental communications.

• Renters feel overwhelmed by impersonal, generic outreach that doesn't address their specific needs
• Time-sensitive nature of rental markets needs immediate and organized communication

How can this be fixed?

• Easy to use, mobile based design focused on scheduling and communication
• Mobile interface optimized for on-the-go rental searching and communication
• Automated scheduling integration to eliminate back-and-forth coordination
• Messaging templates that maintain authentic tone while saving time

Design Process

Project Preparation

Research Goal Brainstorming

First, I needed to understand the pain points and motivations in rental communication processes to design a solution that bridges the gap between efficiency and personalization.

• How do current rental outreach methods impact user emotions and decision-making?
• What scheduling and organizational tools would most effectively support rental workflows?
• What communication preferences exist among different rental markets?

Competitive Analysis

I then went on to analyze existing rental platforms, communication tools, and scheduling applications to identify gaps and opportunities.

• Traditional rental platforms (Zillow, Apartments.com, Craigslist)
• Communication-focused tools (rental-specific messaging platforms)
• Scheduling applications integrated with real estate workflows

User Research

Afterwards, I conducted comprehensive research combining quantitative surveys (n=20 participants) and qualitative interviews (n=4) to understand behavioral patterns, pain points, and communication preferences in rental processes.

For the quantitative surveys, I started off by asking about specific ways people go about their rental search, and then went further to ask about their emotional response to the rental process including scheduling, contacting, and viewing properties.

Research Takeaways

Timing is Critical

Users emphasized that rental markets move extremely quickly with successful applications often submitted within hours of property listings. Current communication delays can mean missing opportunities entirely, and users state they spend around 1 to 5 hours scheduling and messaging property managers a week.

Users want action, not repetition

Users explained that the most frustrating part of their search is having to repeat the same information to many managers in order to narrow their list. This creates an unpleasant experience when searching for a property that matches their needs, which may lead to them ultimately abandoning their search online.

Renters feel stressed and exhausted during the search process

When renters were asked about the main emotions they face, they stated they felt stressed, mainly from the overwhelming amount of actions they have to take towards the rental process. They also felt exhausted, since the amount of communication required to contact a property manager in a short amount of time causes message fatigue. Lastly, they feel discouraged, with notes of feeling loss of hope in the situation they are in. This can be due to the feelings of loss when a property becomes not available in a short amount of time.

Design Goals

I strived to create a mobile platform that combines scheduling, personalized communication, and automated workflows to reduce the negative emotions users feel towards the rental process, with my goals focused on the following.

Affinity Mapping

Afterwards, I organized my research insights into clusters focusing on user challenges and painpoints, usability and accessibility, and specific questions and ideas that I need to consider to identify core design opportunities.

User Personas

Using my research from the questionnaire, I created two user personas, Jordan and Sarah, to conceptualize my target audience's pain points, emotional needs, and overall view towards the rental process.

Ideation Phase

User Flows

I then mapped user journeys from initial app onboarding through successful rental communication. While creating this journey, I was focusing on reducing cognitive load and minimizing steps required for certain tasks.

The onboarding flow prioritizes quick setup while gathering essential personalization data. The main app flow emphasizes immediate access to communication tools and scheduling features, with secondary features easily accessible but not interfering with the primary workflows.

Low Fidelity Wireframes

The first wireframes focused on information architecture and functionality placement.

I wanted to create a clear guideline for how the onboarding process and main app functionalities would look. I focused mostly on what features I would want and how they would be optimized on the screen.

A/B Testing and Iterations

Onboarding Progress Indication

Version A (Original): Clean, minimal onboarding screens without progress indication

Version B (Revised): Added progress bar showing completion status throughout the flow

This improvement aligns with the Goal Gradient Effect, a UX principle showing that people are more motivated to complete tasks when they can visualize their progress toward a goal. The progress bar provides users with a clear mental model of where they are in the process and how much effort remains, reducing cognitive load and completion anxiety. For rental apps where users often multitask during setup, this visual progress indicator is crucial for maintaining engagement.

Educational Content Integration

Additional Screen: Added "What Happens Next?" educational card explaining the rental process from the property manager's perspective.

This addresses the Uncertainty Reduction Principle, which states that people have a need to reduce uncertainty in their interactions. Many users are unaware of the rental process on the manager's side when messaging back, leading to anxiety and confusion about response times and next steps. By educating users about what to expect, it can reduce cognitive load, set appropriate expectations, and build trust in RentailMail.

Status Visibility Enhancement

Version A (Original): Standard messaging interface with text-based confirmation in conversation thread

Version B (Revised): Added prominent "Viewing confirmed" status boxes within the messaging interface

This improvement follows the Feedback Visibility Principle from Nielsen's Usability Heuristics, ensuring users can clearly see the system status at all times. Users want to know exactly when managers confirm viewings through not only a message, but a confirmation from the app itself on the messaging screen. The visual status provides immediate feedback that makes critical information easily accessible.

Final Design Solutions

Onboarding Process

The first process of the onboarding process introduces the users to RentailMail's specific properties, including emailing leasing agents, as well as automated scheduling and messaging. The onboarding process then proceeds to get to know the user, asking questions based on square footage, important factors, budget, and preferred timeline. Lastly, RentailMail asks to connect with Google Calendar for easy scheduling.

The key UX principles implemented include clear value communication, and immediate usability upon core information completion.

Home Page

The home page design prioritizes quick access to the link searching functionality through navigation and visual hierarchy. This is why the search function is placed at the top on the home screen. RentailMail then searches, with a loading screen shown to the users to allow for clear visibility in the app's process. After the property is loaded, the screen shows details about the specific property, as well as an option to save it for later, or message the agent. After the user chooses to message the agent, the property inquiry page shows the automated message. This page allows for customization from the user through specific messaging details, such as "Schedule viewing", "Ask questions", or "Ask to apply". This screen also asks if the user wants their contact information to be shared. Lastly, a "sent message" screen appears. A card explains the next steps to the rental process, as well as options for the home screen, messaging screen, and searching other properties.

The integrated calendar view and property link functionality reduce app-switching and support users who need quick, focused interactions with the platform. This is supported by clear use of colors to symbolize a date is important, as well as a focused list of information the user may need: date, time, address, and agent name.

Messaging

For users with specific, limited purposes, such as Jordan who may only need to schedule a single viewing or Sarah who requires fast coordination for multiple properties, the design supports both focused patterns and scattered patterns. The first messaging screen shows clear indicators of what each message contains, such as what apartment the agent is attached to. Additionally, the messaging screen shows the status of the conversation. This can be seen through the green, orange, and purple text boxes attached to each message preview. In the specific message conversation thread, the Viewing Scheduled and Viewing Confirmed status indicators provide immediate visual feedback using color psychology to allow users to quickly scan their active conversations without reading through entire message threads. This progressive information disclosure approach ensures that casual users can accomplish their specific tasks efficiently.

Settings and Account

The Settings screen prioritizes frequently accessed controls like Message Templates and Auto Response features, while the Account screen provides comprehensive activity tracking through visual metrics (24 viewed properties, 19 messages sent, 6 applications sent) that help users understand their rental search progress. The other key features like Rental Preferences editing and Personal Information management use consistent visual patterns to ensure that users can quickly update their search or contact details as their housing needs change. This efficiency of use principle is particularly important for rental apps where user circumstances and preferences change throughout the search process.

Project Outcomes

RentailMail successfully addresses the emotional and messaging barriers in rental communications through a mobile solution that balances automation with personal connection.

Key Reflections