Overview
When I joined Rentler in 2013, the company had a single product—rental listings hosted within KSL.com’s online classifieds. My challenge was to modernize the rental search experience and build an alternative platform on Rentler.com to establish direct traffic.
Over the next three years, I led the design of Rentler’s listings platform, introduced rapid prototyping and user research, and collaborated with cross-functional teams to launch a new map-based search experience that increased direct traffic and monetization opportunities.
The Challenge
- Rentler’s rental listings relied on third-party traffic from KSL.com, limiting brand independence and growth.
- The user experience was outdated and lacked map-based search, making it difficult for renters to find relevant listings efficiently.
- Landlords had limited tools to manage their properties and attract tenants.
- There was no structured user research process in place to guide improvements.
My Role
As Lead UX Designer, I partnered with development, marketing, and product teams to:
✅ Define and design a new rental search experience on Rentler.com
✅ Introduce user research and usability testing into Rentler’s process
✅ Implement rapid prototyping to test ideas and iterate quickly
✅ Design landlord tools to improve property listing management
✅ Develop a strategy to convert KSL.com traffic into direct Rentler users
Approach & Solution
1. User Research & Testing
I initiated Rentler’s first structured user research program, which involved:
- Tenant interviews to understand search pain points.
- Landlord surveys to identify listing frustrations.
- Usability tests on early prototypes, leading to significant design iterations.
2. A Better Rental Search Experience
We redesigned Rentler’s listings with:
- Interactive map-based search, allowing renters to visually explore properties.
- Refined filters & saved searches, improving discovery and engagement.
- Mobile-friendly design, ensuring seamless access across devices.
3. Driving Direct Traffic to Rentler
To reduce dependency on KSL.com, I designed a seamless transition path:
- Renters browsing KSL were prompted to “Open Search in Rentler”, where they could access advanced features.
- A/B testing showed this strategy converted over 50% of visits into direct Rentler.com traffic.
4. Monetization & Product Growth
Rental listings became the foundation for Rentler’s growth, connecting to:
- Tenant applications & background checks
- Online rent payments
- Property management tools
This ecosystem approach helped Rentler establish a scalable business model beyond classifieds.
Results & Impact
✅ 50%+ increase in direct traffic from KSL.com to Rentler.com
✅ First UX research program at Rentler, leading to data-driven decisions
✅ Successfully launched a new map-based search experience
✅ Established a scalable product foundation, supporting future features
Key Takeaways
✔ Strategic UX decisions can drive business growth and user adoption.
✔ Introducing research & prototyping improves design efficiency.
✔ Designing for conversion can shift user behavior and create independence from third-party platforms.
