COMPany
My Role
Platform
year
The client needed a website redesign but faced a significant challenge—they didn’t fully understand their customers or what they wanted. To address this, they decided to invest in comprehensive research and a thoughtful UX/UI design process.
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I spearheaded the redesign, overseeing both the product design and project management aspects. I managed a remote team of one developer and one UX copywriter, all while navigating the challenge of limited shareholder availability.
The client lacked clarity on their user base, making it difficult to create a user-centered platform. Our goal was to uncover who these users were and design a site that would truly meet their needs.
We conducted a survey of 400 users and discovered that only 10% were currently investing in real estate. While users expressed a desire to invest, their hesitation stemmed from:
A lack of understanding of how real estate works
A perception that it was out of reach
The belief that they needed too much money to invest.
Concerns about potentially low returns
Interviews with 10 users confirmed our survey findings and revealed that our messaging should:
Emphasize clear education
Provide data-driven validation
Appeal to an early adopter mindset to effectively
From our research, we identified our core audience: professional millennials looking to diversify their portfolios with real estate but unsure of how to navigate the market.
I developed “A Whale of a System 🐋,” a design system that ensured consistency and scalability across the platform, creating a cohesive and easy-to-maintain user experience.
The site focused on educating users about real estate crowdfunding and simplifying the decision-making process. A key feature was an interactive tool that allowed users to see potential returns based on their investment amount and time horizon, making the process transparent and approachable.
The new website delivered immediate results, raising $100K in the first 24 hours. The platform quickly attracted 1,900 investors in the first month, and within 90 days, it ranked as the top result on Google for “real estate crowdfunding".
This project highlighted the importance of investing in research to create a design that resonates with users. By truly understanding our audience, we were able to deliver a platform that not only met their needs but also inspired them to take action.