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Next Steps

Move Value Above the Fold

I recommend moving what the users value most, the historical data, above the fold. Since users didn't pay much attention to the data digest, I would either eliminate this feature of move it to make room for the historical data. While users valued historical data, they had difficulty navigating this part of the site, likely due to cognitive overload. I would steamline the historical data section by moving less utilized metrics to a drop down menu, and offer an easier way to define the timeline. 

Further Testing

If improvements are made based on these findings, I would first test them on at least five users before launching them on the platform. 

Visualize Subscriptions

In the competitor analysis, I found that competitors did a great job showing users what they would get in a subscription by showing one city with premium features. AllTheRooms told people what they would get. I recommended that AllTheRooms choose one city and apply premium features so that users could see what they would get by buying a subscription. 

Keep traffic on site

There were three instances where users felt the need to go off site:

  1. ​They looked on the Airbnb site for more photos

  2. They used a spreadsheet to enter data (or viewed downloaded data) so they could do their own analysis

  3. They looked on sites like Zillow to see properties for sale.

Add more photos to details page

The primary reason users went to Airbnb was to see more photos. AllTheRooms could prevent this by adding more photos of the properties to the property detail page.  

Grow product

Might there be a way to introduce features so that users don't feel the need to use their own spreadsheet? This round of investors used used spreadsheets to calculate profits based on their own estimates of their expenses (i.e. taxes, insurance, utilities, HOAs, etc). Adding an investment calculator would add value to the product. 

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