Immo Stories MVP
ImmoScout24 • Video Discovery
Product Immo Stories, a short-form video discovery experience in the ImmoScout24 apps
Impact Created an app-native video discovery experience, tested successfully and rolled out to Germany’s top 7 cities
My Role Lead UX Designer shaping the concept, interaction model and MVP experience with Brand, Marketing, Product and Engineering.
Platform iOS and Android
Timeline Jan 2025 to Oct 2025
Context & Contribution
Short-form video has become a dominant mobile format, shaping how younger audiences discover and engage with content. ImmoScout24 wanted to test whether a video-first experience could make property discovery more immersive, increase app engagement and support stronger user stickiness.
We chose the apps as the main touchpoint because vertical, swipeable video feels most natural on mobile and could better appeal to Gen Z as the current and next generation of customers. I created the initial product vision and then worked with Product and Tech to reduce it into a shippable MVP.
Problem & Strategic Shift
The initial idea was to bring social media content into the app, but users come to ImmoScout24 with clear search intent, not for passive entertainment.
I proposed leading with listing videos first, then guiding users into educational or inspirational content, making video part of property discovery rather than a separate content feed.
Prominent video entry with familiar cues
We placed Immo Stories prominently on the app homepage as an immersive entry into property discovery, while keeping search accessible.
A familiar short-form video entry point and brief moving preview signaled vertical video content, drew attention and created curiosity.
Scalable AI video listings
For the MVP, listing videos were AI-generated from existing property images, music and key facts, enabling a fresh stream of video content without additional realtor effort.
Each video included a compact card with essential details like price, size, rooms and location. We removed the card image during implementation to keep the key facts readable across devices.
Choosing a familiar Story-like navigation
I chose a story-like navigation pattern to let users browse a limited number of highlighted listing videos per day.
This matched our initial assumption that video supply would be limited before deciding on AI-generated listing videos, while creating a clear path from property videos into editorial or social content.
Impact & Learnings of Immo Stories
Immo Stories brought video-first discovery to the ImmoScout24 app, one of its key touchpoints with around 4.2 million monthly users.
After testing, the MVP launched on iOS and Android and rolled out to Germany’s top 7 cities. Users engaged especially with property videos, validating the format as a first step toward more immersive app discovery.
The rollout also showed what needs to align for scale: content quality, listing availability, generation costs and search relevance. Because rental listings often disappear quickly, AI-generated videos were harder to justify there, so the MVP shifted toward buy listings, which stayed live longer but diluted the original Gen Z-focused intent.
Takeaways
Relevance matters more than format
Short-form video only works if it connects to the user’s search intent. In real estate, content needs to feel useful, not just engaging.
Content strategy shapes product quality
Existing social content helped for the MVP, but stronger in-product engagement would require content created specifically for the property search context.
Navigation needs to match content scale
The story-like navigation worked for a limited content set, but was not the most future-facing solution once AI enabled more videos. After my involvement, another designer shifted the experience toward vertical swiping, which made more sense for a potentially larger content stream.
Operational constraints shape the concept
Listing availability, generation costs, rental market speed and rollout cities influenced the MVP and affected how closely it could serve the original Gen Z rental-focused intent.
Human video could create more trust
AI-generated videos helped us test quickly, but realtor-led apartment walkthroughs could create a stronger sense of presence, trust and emotional connection.