Apartment List: Launching the Concierge Feature on iOS
Apartment List | Launching the Concierge Feature on iOS
This was the first iteration of the Concierge feature, launching directly on iOS. The goal was to simplify apartment hunting by offering tailored recommendations and proactive assistance, ultimately reducing decision fatigue and increasing conversion rates.
Company
Apartment List
Apartment List
Year
2020 / 2021
2020 / 2021
Position
Full Time
Full Time
Role
Product Manager, UX Researcher, UX Designer
Product Manager, UX Researcher, UX Designer
Product Manager,
UX Researcher, UX Designer
Background
In Q4, I led a test to de-risk this experiment, proving that users were more willing to share key details (name, phone, email) early in their journey when guided by a concierge experience—without the friction of a lengthy quiz. This insight led us to redesign the quiz by integrating the concierge throughout, significantly improving engagement and completion rates.
Building on the success of our registration test, we expected this approach to enhance both user sentiment and key engagement metrics. Additionally, this test helped us explore the best way to integrate a future AI-powered tool, ensuring a seamless and scalable experience.
For background on the initial development of the concierge concept, see below.
Hypothesis
We hypothesized that integrating a concierge-like chat experience during registration would increase user trust and engagement, particularly on native platforms where users exhibit higher intent.
People Problems
As a renter, I want to experience the value Apartment List has to offer me, so that I can feel confident choosing to search on this platform, but don’t right now:
Because I don’t know what Apartment List’s differentiators are
As an R&D Native team member, I want to create pathways into the logged-in world that deliver more value to the user sooner, so that I can improve relevance & search, but can’t right now:
Because I feel tied to keeping the quiz length as is
As a renter, I want to find an apartment that works for me by searching on native apps, because apps feel easier and more personalized, but I can't tell if Apartment List has options that I will like because:
The app forces me to go through a long quiz experience without communicating what value I’m getting
As a renter, I want to experience the value Apartment List has to offer me, so that I can feel confident choosing to search on this platform, but don’t right now:
Because I don’t know what Apartment List’s differentiators are
As an R&D Native team member, I want to create pathways into the logged-in world that deliver more value to the user sooner, so that I can improve relevance & search, but can’t right now:
Because I feel tied to keeping the quiz length as is
As a renter, I want to find an apartment that works for me by searching on native apps, because apps feel easier and more personalized, but I can't tell if Apartment List has options that I will like because:
The app forces me to go through a long quiz experience without communicating what value I’m getting
As a renter, I want to experience the value Apartment List has to offer me, so that I can feel confident choosing to search on this platform, but don’t right now:
Because I don’t know what Apartment List’s differentiators are
As an R&D Native team member, I want to create pathways into the logged-in world that deliver more value to the user sooner, so that I can improve relevance & search, but can’t right now:
Because I feel tied to keeping the quiz length as is
As a renter, I want to find an apartment that works for me by searching on native apps, because apps feel easier and more personalized, but I can't tell if Apartment List has options that I will like because:
The app forces me to go through a long quiz experience without communicating what value I’m getting
Scope & Constraints
In Scope
Create a guided onboarding experience that mirrors the assistance of a real rental agent while maintaining all quiz questions.
Enhance the UX of core quiz steps for improved clarity and engagement.
Neighborhood selection on maps (parity work).
Contextualize questions for better user understanding.
Out of Scope
No removal of existing profile information.
No changes that could significantly alter Renter-to-Lead (R2L) conversion rates.
Onboarding must remain pre-match—no post-match changes.
In Scope
Create a guided onboarding experience that mirrors the assistance of a real rental agent while maintaining all quiz questions.
Enhance the UX of core quiz steps for improved clarity and engagement.
Neighborhood selection on maps (parity work).
Contextualize questions for better user understanding.
Out of Scope
No removal of existing profile information.
No changes that could significantly alter Renter-to-Lead (R2L) conversion rates.
Onboarding must remain pre-match—no post-match changes.
In Scope
Create a guided onboarding experience that mirrors the assistance of a real rental agent while maintaining all quiz questions.
Enhance the UX of core quiz steps for improved clarity and engagement.
Neighborhood selection on maps (parity work).
Contextualize questions for better user understanding.
Out of Scope
No removal of existing profile information.
No changes that could significantly alter Renter-to-Lead (R2L) conversion rates.
Onboarding must remain pre-match—no post-match changes.
Expected Impact & Success Metrics
Primary Success Metrics
Quiz Completion Rate / Registration Rate: Should remain neutral or improve.
Down-Funnel Metrics: No significant negative impact.
Address UX Quality Audit Concerns within the iOS quiz.
Improved Match Quality (measured by key leading indicators):
Profile Interactions (PIs)
Contact Requests
Prompt Rate
Average/Median Lead Score
Experiment Design
Eligibility Criteria
User Segment: New users only.
Trigger Event: Clicking the “Get Started” button.
Split Test Allocation: 50/50 control vs. test group.
Estimated Run Time
2% detectable increase in quiz completion rate → 31 days
3% detectable increase in quiz completion rate → 15 days
Recommended runtime: 3 weeks
Primary Success Metrics
Quiz Completion Rate / Registration Rate: Should remain neutral or improve.
Down-Funnel Metrics: No significant negative impact.
Address UX Quality Audit Concerns within the iOS quiz.
Improved Match Quality (measured by key leading indicators):
Profile Interactions (PIs)
Contact Requests
Prompt Rate
Average/Median Lead Score
Experiment Design
Eligibility Criteria
User Segment: New users only.
Trigger Event: Clicking the “Get Started” button.
Split Test Allocation: 50/50 control vs. test group.
Estimated Run Time
2% detectable increase in quiz completion rate → 31 days
3% detectable increase in quiz completion rate → 15 days
Recommended runtime: 3 weeks
Primary Success Metrics
Quiz Completion Rate / Registration Rate: Should remain neutral or improve.
Down-Funnel Metrics: No significant negative impact.
Address UX Quality Audit Concerns within the iOS quiz.
Improved Match Quality (measured by key leading indicators):
Profile Interactions (PIs)
Contact Requests
Prompt Rate
Average/Median Lead Score
Experiment Design
Eligibility Criteria
User Segment: New users only.
Trigger Event: Clicking the “Get Started” button.
Split Test Allocation: 50/50 control vs. test group.
Estimated Run Time
2% detectable increase in quiz completion rate → 31 days
3% detectable increase in quiz completion rate → 15 days
Recommended runtime: 3 weeks
Implementation Plan
Phase 1: UX Enhancements & Interactive Quiz Integration
Test 1: Multi-Step Improvements
Neighborhood Selection on Maps: Renters can visually select areas.
Budget Guidance: Display average rental prices based on the selected bedroom count.
Income Requirement Context: Provide clear expectations on income-to-rent ratios.
Concierge-Themed Loading Screen: Hue animation to maintain engagement.
Phase 2: Lit Search on Budget (Pending Web Testing Results)
Test 2: Budget Selection Enhancements
Allow renters to set a minimum and maximum budget range.
Introduce a budget histogram to visualize availability and pricing trends before reaching the match screen.
Phase 1: UX Enhancements & Interactive Quiz Integration
Test 1: Multi-Step Improvements
Neighborhood Selection on Maps: Renters can visually select areas.
Budget Guidance: Display average rental prices based on the selected bedroom count.
Income Requirement Context: Provide clear expectations on income-to-rent ratios.
Concierge-Themed Loading Screen: Hue animation to maintain engagement.
Phase 2: Lit Search on Budget (Pending Web Testing Results)
Test 2: Budget Selection Enhancements
Allow renters to set a minimum and maximum budget range.
Introduce a budget histogram to visualize availability and pricing trends before reaching the match screen.
Phase 1: UX Enhancements & Interactive Quiz Integration
Test 1: Multi-Step Improvements
Neighborhood Selection on Maps: Renters can visually select areas.
Budget Guidance: Display average rental prices based on the selected bedroom count.
Income Requirement Context: Provide clear expectations on income-to-rent ratios.
Concierge-Themed Loading Screen: Hue animation to maintain engagement.
Phase 2: Lit Search on Budget (Pending Web Testing Results)
Test 2: Budget Selection Enhancements
Allow renters to set a minimum and maximum budget range.
Introduce a budget histogram to visualize availability and pricing trends before reaching the match screen.
Results
Launching this feature as a mobile-first initiative reinforced the importance of guided interactions, trust-building, and user control in search-based experiences. By designing a lightweight yet powerful concierge assistant, we helped reduce cognitive load and drive higher engagement.
A/B test different conversational flows to optimize engagement.
Expand the feature to Android and Web.
Explore AI-driven personalization to refine value over time.
Launching this feature as a mobile-first initiative reinforced the importance of guided interactions, trust-building, and user control in search-based experiences. By designing a lightweight yet powerful concierge assistant, we helped reduce cognitive load and drive higher engagement.
A/B test different conversational flows to optimize engagement.
Expand the feature to Android and Web.
Explore AI-driven personalization to refine value over time.
25%
25%
Increase in quiz starts after embedding the concierge experience early in the flow.
Increase in quiz starts after embedding the concierge experience early in the flow.
35%
35%
Increase in quiz completion rates, reducing drop-off mid-quiz.
Increase in quiz completion rates, reducing drop-off mid-quiz.
10%
10%
Improvement in positively engaged profiles, as users provided more complete and high-quality information.
Improvement in positively engaged profiles, as users provided more complete and high-quality information.