Hemnet🏡
My role: UX-Researcher, UX-Designer, UI-Designer
Project Length: 12 weeks, 2nd feb-25th april 2025
Tools: Figma, Miro, Hotjar, Lyssna.se
Methods: Research, Surveys, Interviews, User testing, Wireframing, Prototyping
Collaboration: UX team, Data analysts, Developers and Product owners
During my internship at Hemnet, Sweden’s largest housing platform, I worked on Säljkollen, a tool where home sellers are able to see statistics and track engagement with their listing. During this time, Hemnet launched a new feature that allows buyers to browse listing images directly in the search result. Previously, users had to click into the actual listing page to view more images.
This shift created a need to introduce a new data point in Säljkollen: the number of times users swipe through images without clicking into the listing page. My project focused on how to design and communicate this new data point in the best possible way, so it would provide meaningful value to sellers.
Project Summary
In spring 2025, Hemnet introduced a new feature that allows homebuyers to browse listing images directly in the search results. This shift created the need to extend the existing statistics in Säljkollen, a tool where sellers track engagement with their listings, with a new data point.
My project explored how this new metric, referred to as “image swipes”, could create additional value for sellers, how it should be presented in the interface, and how users perceive its relevance compared to existing statistics in Säljkollen. The project combined internal design processes, surveys, and user interviews.
Findings showed that while this new datapoint was considered interesting, other existing metrics where seen as more valuable. Also, the copy required clarification, as “image swipe” was not self-explanatory. The final design was implemented in two iterations, with the first version now live in Säljkollen.
The process
RESEARCH
We started off with 3 interviews with sellers to get an understanding of what they think about Säljkollen and how they use it. Following that, we ran a survey in Hotjar with 114 respondents to understand if users find the new data point valuable.
CO-DESIGN
Created wireframes in Figma which included the new data point, refined through feedback from UX peers and stakeholders.
USER TESTING & INTERVIEWS
Interviewed 5 sellers and gained valuable insights of how they use Säljkollen, what they like and do not like and what they value the most, but also what they preferred with the new designs and copy that we showed them.
VALIDATION
After plenty of design iterations we decided to send out a survey with 140 respondents to test different wordings and icons, and landed a final copy with a suitable icon.
IMPLEMENTATION
Iteration 1: Launched data point in existing design (shipped!) View results below.
Iteration 2: Concept for a redesigned Säljkollen with clearer structure and future scalability.
Insights & Pain points
Confirmed user interest: The survery respondents got to rate on a scale from 1-5 of how valueable the new metric would be for them. Average score 4.4/5 in survey.
More statistics are valuable: Users consistently express a need for more detailed statistical insights, as it provides a stronger sense of progress and activity.
Unclear copy: The term “bildsvep” (image swipes) was confusing and not self-explanatory, which we had to change.
Low perceived value: The metric ‘‘image swipes’’ were seen as a weaker indication of interest compared to actual visits and saved the listing, making hierarchy important.
Visual complexity: More graphical designs (e.g. pie charts) felt cluttered. Users preferred a clean and minimal layout since there is a lot of information and numbers to consider already.
Key Learnings
💡 Clarity matters: Even small changes in wording can drastically improve comprehension.
💡 Early feedback saves time: Showing rough wireframes internally helped reduce unnecessary iterations.
💡 Iteration is essential: Launching in smaller steps allowed us to test and adjust quickly.
💡 A major key learning was balancing business goals, user needs, and feasibility: Introducing new metrics not only helps sellers to feel more informed and confident, but it also clarifies the differences between Hemnet’s listing packages while aligning with what is technically possible through collaboration with developers and data analysts.
Implementation
Iteration 1
Old design
New design
Outcome
✅ New data point integrated into Säljkollen.
✅ Clearer hierarchy.
✅ Copy refined for clarity and accessibility.