Challenge:

Solve for in-house advertising management system to streamline and enhance the efficiency of its real estate agents. The existing process was manual, time-consuming, and lacked transparency, leading to several key challenges:

• Inefficient campaign management – Agents spent excessive time setting up, tracking, and optimizing advertisements.

• Limited performance insights – There was no centralized system to monitor campaign effectiveness, making it difficult to assess return on investment.

• Lack of automation – Without AI-driven recommendations or pre-set templates, agents had to manually refine targeting and budgeting.

Strategy:

Formulated a redesign strategy that prioritizes a simplified user flow, enhanced data visualization for goal tracking, and new features to foster community engagement among users. Developed a detailed design roadmap, categorizing changes into short-term fixes and long-term enhancements, to guide the redesign efforts effectively.

Design, Test & Dev:

• Design

  I redesigned the core application screens and user flows, translating insights from the product audit into a more intuitive experience. The new structure focused on guiding users through a goal oriented journey that reduced cognitive load and clarified key decision points. I created high fidelity concepts that established the visual direction and improved functional clarity. This included a refreshed visual identity with a vibrant color system, purposeful typography, and iconography that aligned with the expectations and motivations of the app’s target users.
  
  

• Test

  During testing, I used interactive prototypes to validate the redesigned flows and interface decisions. These prototypes allowed users to engage with the new layout, interaction patterns, and feature structure before development began. Feedback sessions revealed opportunities to simplify certain steps and strengthen the clarity of the visual hierarchy. Incorporating these findings ensured that the final experience not only felt polished, but also supported natural user behavior and reduced friction at critical moments in the journey.
  
  

• Dev

  I translated the refined designs into detailed specifications and production ready assets that guided the engineering team through implementation. Each component, layout rule, and interaction pattern was documented to support consistency across the build. The development phase focused on ensuring that the final product captured the intended functionality, interactivity, and aesthetic quality outlined in the prototypes. Close collaboration with engineering helped maintain fidelity to the design vision while adapting solutions to technical constraints.