Approach

With three main goals, I had three different approaches for this project:

Guide the design of beautiful (and functional!) blog pages, based on wireframes, and market research of other blogs in and out of real estate. We wanted to promote real estate without being another aggregator of ads and listings. 

Build tools for fast and easy content creation, based on user interviews, feature/card sorting and prototypes with the content authors. It was important to understand their process, and give them tools that would let them work quickly.

Encourage social sharing, based on stakeholder interviews and storyboards to understand how an agent's use of the site could benefit them individually and the brokerage as a whole.