Properti
Changing the real estate game
Doga Dogan
Starring as UI/UX Designer
Properti Overview
Properti is a real estate platform that streamlines the buying, selling, and renting processes for property owners and seekers. Leveraging advanced technology and market insights, Properti offers tools and resources to enhance property transactions, provide detailed market analyses, and support informed decision-making.
Context
At Properti, I work as the UI/UX Designer for the product team. Initially, I was responsible for the redesign and user experience of the Client Portal, focusing on improving the rental and selling process for property owners. My focus has since expanded to various other products as the sole UI/UX Designer for the team. I worked on optimizing the real estate marketplace and implementing new features to improve lead generation growth. Additionally, I completed the end-to-end design of Propindex, a project aimed at creating detailed market insights for the Swiss real estate marketplace.
Now that you've read the gist of it, you can scroll down to see some of the exciting projects and features I’ve had the opportunity to work on. If you’re curious to dive deeper into these or want to chat, shoot me a message.
My role
UX Designer
UI Designer
Platform
Web App
Website
Timeline
2023 - Now
Client-Portal with Transactional Features
Business Needs
Client-Portal needed changes to include transactional features for property owners, enabling them to accept/reject applicants and offers, and get a detailed overview of each transaction with ease. The goal was to reduce reliance on application submission emails and provide a centralized space for managing all applications and offers.
Goals
Add transactional features to the Client-Portal, ensuring property owners can:
Accept or reject applicants and offers
Access detailed overviews of each application and offers
Have understanding of which applicants are ideal for them
Make the request table mobile-friendly for better usability
Challenges
The main challenges were ensuring users could manage multiple applicants in rental scenarios without feeling overwhelmed and making the request table mobile-friendly. Given our target group aged 40-65 years, it was crucial to convey tenant suitability quickly. I prototyped and tested several versions to find the most intuitive solutions, structuring information clearly for both sales and rental scenarios.
Results
Improved overall usability and reduced user effort to access information by adding a responsive data table.
Significantly improved user satisfaction, reflecting the positive reception of the new features and improved user experience.
Facilitated quicker, more informed decision-making for property owners through detailed information views.
Client-Portal Redesigns
Business Needs
I’ve worked on the redesign the dashboard and other key pages to make data more accessible and actionable for users, addressing feedback about the difficulty in understanding transactional information and tracking the sales/rental process.
Goals
Provide detailed and focused transactional information.
Include appointment tracking for upcoming meetings and visits.
Add overviews for applications and offers to give users a clear picture of current and incoming offers.
Create a clear flow to help users understand their stage in the selling/renting process.
Improve usability of property details, documents, reports, and competitive analysis pages, with an emphasis on mobile usability and transaction-oriented information.
Results
Users appreciated the ability to easily track requests and appointments, leading to positive feedback.
Brokers saved time as users no longer needed to ask about upcoming meetings, reducing communication overhead.
Users had a better understanding of the sales/rental process and could easily access detailed overviews of applications and offers.
Mobile-focused changes helped improve usability of property details, documents, reports, and competitive analysis pages, making it easier for users to access information on mobile devices.
Propindex
Go to Website
Business Needs
Properti aimed to develop Propindex to boost lead generation and user engagement by creating a comprehensive tool offering detailed data on regions and addresses for property owners, buyers, and agents. By providing valuable insights for informed decision-making, Properti sought to attract more users and enable cross-selling opportunities.
Goals
Drive engagement, adoption, and retention of owners and buyers.
Generate property owner leads.
Provide a tool to support brokers in nurturing seller leads and selling properties.
Challenges
The main challenge was to effectively display multiple data types in both map and list views, ensuring seamless interactivity and user comprehension. Unlike competitors who only highlighted property prices, I needed to design an interface that clearly presented a broader spectrum of seven different data types, making it easy for users to navigate and understand the information in a cohesive manner.
Results
The project, focused on delivering an MVP, continues to evolve, incorporating new features and data points for future versions. While KPIs are defined, the long-term results are not available at the moment.
Real Estate Marketplace Optimizations
Go to Website
Business Needs
Properti needed to continually optimize its real estate marketplace to remain competitive and improve user experience. To achieve this, I worked on various optimizations and changes, introducing new features, integrating additional marketplaces, and boosting lead generation while ensuring consistency across different systems used for the platform.
Key Optimizations & Added features
Introduced an early access feature for property listings.
Improved search subscription differentiation with detailed information.
Increased lead generation through additional touchpoints.
Implementation of one login for Client-Portal and marketplace.
Results
Achieved a seamless visual and functional alignment between different parts of the website.
Significantly improved user satisfaction through a more cohesive and intuitive marketplace experience.
Enhanced lead generation capabilities, contributing to the platform's growth and expanded usage.
Broker Consulting Tools
Business Needs
Property assessment project aimed to improve the property analysis process for brokers and property owners. By leveraging comprehensive data from multiple sources, this initiative sought to address limitations in lead information and performance knowledge, offering a tool for property evaluation and market insights.
Goals
Increase brokers' ability to convert leads into clients by providing comprehensive property analysis and market insights.
Enable brokers to access and update lead information through pre-filled form on the portal, reducing administrative burden and improving data accuracy.
Strengthen broker-client relationships by including detailed market insights and property evaluations in the reports, thereby building trust and encouraging clients to sign mandates.
Format the property analysis reports for A4 PDF to facilitate easy sharing with property owners, ensuring that the information is accessible and professional.
Personal Challenge
Embracing the complexity of adapting dynamic web data to a static A4 PDF format pushed me to think differently and approach the design from various angles. I had to balance the need for concise, print-friendly content with preserving key market insights and data-driven storytelling. I worked closely with developers to optimize layout and design for a new medium while making sure the web format is also well-adjusted.
Results
Created a well-formatted, comprehensive property analysis documents that fits within an A4 PDF format, balancing informational richness with compactness.
Successfully adapted dynamic data and visualizations for static PDF format, ensuring clear and concise information presentation.
Provided brokers with a tool to build trust with property owners through detailed property analysis and market insights, improving the likelihood of securing mandates.
Redesign of valuation calculators
Go to Website
Business Needs
Valuation calculators (sale, rental, property gain tax) serve as a crucial lead generation tool for property valuations. The project focused on transforming these calculators into a mobile-first, design system-aligned experience, while laying the groundwork for future integration with user accounts. As one of the earliest products, the calculators were built using Material UI and custom styles, creating a disconnect with our current product ecosystem's design system. This presented an opportunity to modernize and unify our design approach.
Goals
Transform calculators into a fully responsive, mobile-friendly interface aligned with our design system.
Create an intuitive property valuation experience that works effectively on both desktop and mobile.
Optimize user experience to increase lead generation performance.
Bridge the technical gap between legacy and current design systems.
Personal Challenge
This project pushed me beyond my design work into a more strategic role. The biggest challenge was orchestrating decisions across multiple teams, as the project required aligning marketing strategy and technical implementation. While managing the transition from our legacy system to our current design system, I coordinated between stakeholders, planned the release process with prioritized sprint tickets, and defined component logic - all while ensuring our design quality remained high. This experience showed me a different side of collaboration, and how complex it can be to align multiple teams and priorities.
Results
Successfully migrated from legacy design to our current design system while maintaining functionality.
Created a mobile-optimized calculator interface that aligns with our modern product ecosystem
Performance metrics are being tracked against established KPIs, with results to be evaluated over time.