I defined and led the strategic launch of the "Rural" category for Domain, a crucial expansion aimed at serving a significant portion of the Australian population. I led in-depth research, facilitated stakeholder alignment, and implemented lean UX methodologies to develop a product that effectively resonated with this audience and fulfilled Domain Group's broader business objectives.
The decision to establish a dedicated "Rural" category within Domain was driven by the recognition that a considerable segment of the Australian population—approximately one-third—lives outside major metropolitan areas. This demographic presented a substantial and underserved market for Domain Group. However, designing a real estate platform tailored to the unique needs of rural users and properties posed a distinct set of challenges.
To address these challenges, we needed to research onsite, so I flew to Tamworth. On-site research allowed me to gain firsthand insights into the lifestyle, work practices, and property needs in rural Australia.
One key insight from our research was that while there might be a perception of rural areas as being less technologically advanced, the reality is quite the opposite.
We discovered that new technologies, particularly mobile devices, play a vital role in connecting rural communities, overcoming geographical distances, and optimising farming activities. This finding heavily influenced our design decisions, emphasising a mobile-first approach.
The project required close collaboration with diverse stakeholders, including the tech team, the marketing and sales team from Domain, and rural real estate agents (who also are the ones selling livestock in the communities!). Aligning these different perspectives and ensuring seamless product integration was essential for the project's success.
We successfully launched the "Rural" category, providing a valuable service to an underserved population and also opening up new avenues for growth and revenue for Domain Group.
The platform acknowledges and leverages the high adoption and importance of technology in rural communities.
Given the large distances and complex topography typical of rural areas, map-based search functionality is a primary focus, enabling users to easily locate properties based on their geographical context.
Recognising the prevalence of mobile device usage, the platform prioritises a mobile-first experience with robust and specific filtering options tailored to rural property searches.
The platform features a property page specifically designed to accommodate the unique characteristics and information needs associated with rural properties.
To understand the needs of rural users, I conducted extensive on-site research, which involved:
Visiting rural communities: I travelled to Tamworth to gain firsthand insights into their property needs and challenges.
Interviewing farmers: Conducted in-depth interviews with farmers and rural real estate agents (they also auction livestock!) to understand the specific requirements for buying, selling, and managing rural properties.
Understand technological access: We investigated the availability and use of technology in rural areas, including internet connectivity and mobile device usage.
Recognising the high reliance on mobile devices in rural areas, we prioritised a mobile-first design approach.
Designing for offline access: We explored opportunities to provide access to key information even in areas with limited internet connectivity.
Developing specialised filtering options: We created robust filtering options tailored to the specific needs of rural property searches, such as property size, land type, water rights, and livestock capacity.
Prioritising map-based search on mobile: We optimised the map search functionality for mobile devices, recognising its importance for navigating large areas and understanding property location in relation to amenities and infrastructure.
Rural properties have distinct characteristics and information needs compared to residential properties, so we designed a page to better suit rural listings.
Adding specific fields for rural property details: We included fields for information such as land size, soil type, water access, infrastructure (e.g., sheds, fencing), and livestock capacity.
Prioritising visual presentation of land: We emphasised the display of land features and boundaries in the map.
Providing information on local amenities and services: We included details on nearby towns, schools, hospitals, and other essential services relevant to rural living.
Integrating information on agricultural factors: We incorporated data on climate, rainfall, and other agricultural factors that influence property value and suitability.
